In preparation for Frank Luntz’s keynote at next week’s Affiliate Summit, I thought I would familiarize myself with his work. In his book Words That Work: It’s Not What You Say, It’s What People Hear, Luntz discusses the most effective language for marketers, business leaders, and politicians.
It was a somewhat interesting read, but I wasn’t in love with it. Luntz is best-known for his work as a Republican pollster, so much of the book reads like GOP propaganda. That, and a lot of the content is similar to his other book I just read, What Americans Really Want… Really.
Still, there are plenty of examples of how simply re-wording certain phrases can produce dramatically different levels of interest, support, and buy-in. Where this is most funny is when the end result is the same, but the words make us feel better about it.
According to Luntz’s polls, support for “energy exploration” is much higher than “drilling for oil.” Also, a small percentage of the population would “deny” emergency room care for illegal immigrants, but a significantly larger percentage would “not give” care. A majority of America opposes “privatizing” social security, but politicians can gain support when they talk about “personalizing” it instead.
The takeaway is that subtle changes in language make a big difference in how a message is understood. Same choices, different phrasing, and different result. Interesting stuff.
For sales and marketing people, here’s the list of words Luntz says have widespread appeal in 21st century America:
- Imagine
- Hassle-free
- Lifestyle
- Accountability
- Results
- Can-Do Spirit
- Innovation
- Renew / Revitalize / Rejuvenate / Restore / Rekindle / Reinvent
- Efficient / Efficiency
- The Right To ______
- Customer-Centered / Patient-Centered
- Investment (vs. talking about cost, price, spend)
- Casual Elegance
- Independent
- Peace of Mind
- Certified
- All-American (vs. overt patriotism)
- Prosperity
- Financial Security
- A Balanced Approach
- A Culture Of _______
My overzealous ad copy example:
Imagine the independent, hassle-free lifestyle of casual elegance and peace of mind our All-American AAA certified widgets deliver. With a renewed can-do spirit and culture of innovation and accountability, we’ve reinvented our entire product line using a balanced approach to be more efficient and customer-centered. Because everyone should have the right to invest in their own prosperity and financial security!
FTC Disclosure: If you buy Words that Work through the above link, Amazon will pay me 4% of the purchase price.