FRANK LUNTZ ~ WORDS THAT WORK ~ 2007

~ INWYS-IWPH ~ It’s Not What You Say – It’s What People Hear

~ WMINWYS-B-WPH ~ What Matters Is Not What You Say – But – What People Hear

~ IIDMTTIA-IWBH ~ If It Doesn’t Matter To The Intended Audience – It Won’t Be Heard

~ BMR-TMIFIGRI-I-IITSYOPATTPYIYAP-STWTTE ~ Beyond Market Research – The Most Important Factor In Guaranteeing Relevance Is – Imagination – It’s Important To Shed Your Own Perspective And Try To Put Yourself In Your Audience’s Position – Seeing The World Through Their Eyes

~ P-S-C-P-A-E ~ Plain – Simple – Concise – Powerful – And – Effective

~ NLSOWYATT-AWIL ~ Never Lose Sight Of Whom You Are Talking To – And Who Is Listening

~ TIATTRBTDV-A-ATTKIS ~ There Is A Time To Reach Beyond The Daily Vernacular – And – A Time To Keep It Simple

~ TOIWWAPAAHWPT-TSAOIOCTVMOTI ~ The Order In Which Words Are Presented Also Affects How We Perceive Them – The Sequential Arrangement Of Information Often Creates The Very Meaning Of That Information

~ TMPTC-TGTI ~ The More Personal The Context – The Greater The Interest

~ WYAWYAFOA-YRSOY ~ When You Articulate What You Are For Or About – You Reveal Something Of Yourself

~ AAA-L-LMTYAQ-AAQMTYT ~ And Above All – Listen – Listen More Than You Ask Questions – And Ask Questions More Than You Talk

~ FORNP ~ Focus On Results Not Process

~ OW-NM ~ Old Words – New Meaning

~ PP-CO-TAA-IEA-CC ~ Popular Perception – Can Overwhelm – Truth And Accuracy – In Establishing A – Communication Connection

~ MAATEOYAVINOS-ICCYYC ~ Making Assumptions About The Extent Of Your Audience’s Vocabulary Is Not Only Stupid – It Can Cost You Your Career

~ IRMITBUTTBH ~ It’s Really More Important To Be Understood Than To Be Heard

~ B-TM-PM-WFODEITASB-CM ~ But – The Most – Powerful Messages – Will Fall On Deaf Ears If They Aren’t Spoken By – Credible Messengers

~ C-G-EOPAC-AWTTTVO-A-C-R-PS ~ Candid – Genuine – Expressions Of Passion And Commitment – Are Worth Ten Times The Value Of – A – Canned – Rehearsed – Publicity Stunt

~ MWATOBMAATTT ~ Messengers Who Are Their Own Best Message Are Always True To Themselves

~ YCGAWAIPFL ~ You Cannot Get Away With Acting In Politics For Long

~ TIOACBO-WYAIBOP-YSMBY ~ The Importance Of Authenticity Cannot Be Overstated – Whether Your Arena Is Business Or Politics – You Simply Must Be Yourself

~ WWR ~ Words We Remember

~ AC-ICMAMOOBT ~ Ad Copy – Is Conquering More And More Of Our Brain’s Territory

~ NRACAPOYR ~ Never Repeat A Criticism As Part Of Your Rebuttal

~ IIBTSTTDSITKTARIOTWTTFACATW ~ It Is Better To Smile Through The Downpour Secure In The Knowledge That A Rainbow Is On The Way Than To Frown And Complain About The Weather

~ JASSIASPCADAFAHSIPP ~ Just A Simple Shift In A Single Phrase Can And Does Account For A Huge Shift In Public Perception

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