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Why how you say something matters more than what you’re saying

“Those who define the debate will determine the outcome.” – Words that Work, p170 I’m an engineer by training. That means I enjoy precision, I get along well with numbers, and I’m fairly objective when presented with facts. But it

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Posted in Leadership, Management, Marketing

Five words to supercharge your marketing communications

On more than one occasion I’ve gone through my company’s marketing material and completely eliminated particular words in favour of others: “flexible” is so bendy and wishy-washy, but “versatile” suggests something that can be put to use in many different and varied

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Posted in Advertising, Marketing

The appeal of hope and optimism in communications

In a recent post, The Ten Rules of Effective Language (from the book Words that Work by Frank Luntz), I wrote about the importance of speaking aspirationally (rule #7). The most important take-away of that section was that messages need to say what people

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Posted in Advertising, Leadership, Marketing

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