Frank Luntz wrote a book known as Words That Work. In it he explains the use of language and how it can be best used to deliver a message. I.e. What is the difference between the Estate tax and the Death tax? None, as they are the exact same tax. It is just that the nickname of the tax "Death Tax" provides a stronger response from people. Given this example, I will provide you my readers with his advice and rules on language.
1st: "The meanings are shaped and shaded by the regional biases, life experiences, education, assumptions, and prejudices of those who receive them." In short, all your life experiences and how you perceive the world dictate how you respond to words. As such you may have to cater slightly to your audience with respect to what you are presenting to them to better deliver your message.
2nd: "getting the order right language lesson: A+B+C does not necessarily equal C+B+A - order of presentation determines reaction. The right order equals the right content." Basically, we need to put our message in the proper order to elicit the proper response. This makes a difference as if something like health care reform is presented in such a way that people will loose coverage first and then you say your solution which may cause this. You sabotaged your own message. But if you say it in a way that makes it as if your solution will stop people from no longer being dropped from their health care then people will be more likely to listen.
3rd: Visual symbols are also essential. Those visuals aid in getting the message across to your reader or your audience. So if you can provide a chart or a picture to help support your evidence, then do so. It will make it that much easier to get your message across.
See you tomorrow for Frank's 10 rules.
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