Issue 161 Words that work 2 September 11, 2013

Part to of Frank Luntz's advice is the rules he prescribes for writing and public speaking. These tips (which I attempt to follow) can help you craft your own message to your audience.

The Rules:

1. Simplicity: In other words say what you need to say in the easiest most understood form possible.

2.Brevity: Keep it short. People don't want to listen to some long drawn out argument or rhetoric.

3. Credibility: Keep yourself credible by actually knowing what you are talking about. Or get someone with credibility to deliver your message for you. If there is no credibility coming from the speaker or writer then people will not listen.

4. Consistence: Be consistent in your argument. You are not allowed to flip flop with your message let alone in the same sentence. If you do, you may loose credibility and your message and point will be lost.

5. Novelty: Be unique in your delivery. In other words be yourself and have your own way of speaking that is attractive to you selected audience.

6.Sound: How you speak matters. If you sound passive, angry or sincere dictates how the audience will react. So cater your sound and even the tone of your words to suit your message.

7. Aspiration: Show that there are solutions. Show that there is hope to resolve a situation. People are turned off by being depressed.

8. Visualization: If you do not have visual symbols or need some form of reinforcement to your point create or tell a story that gives your words a physical form. Like when you talk about slavery, you do not just say it is bad. You tell people of the scares left behind by the whips.

9. Questioning: Involve your audience to keep their attention. Ask them if they will stand to fight an injustice if there is one. Ask them if they want a better life.

10. Context: Context matters. By keeping your arguments within the context of what you are talking about (slavery with slavery, health care with health care etc.) you prevent confusion and keep the message and information on track.

Well these are the 10 rules. I hope you all find them helpful. Remember to par them up with the information provided in Issue 160 to ensure your words work.