| The words we use and the way in which we use | | | | cooperative, "we're in this together" feel to your |
| them can have a huge impact on how we are | | | | presentation. |
| perceived by our audience. As Mark Twain said, | | | | You might also consider making your language |
| "The difference between the right word and the | | | | verb-oriented. Doing so gives your speech a |
| wrong word is the difference between lightning | | | | feeling of energy, momentum and vitality. When |
| and a lightning bug." | | | | you're really trying to paint the picture and help |
| The airline industry has some good examples of | | | | your prospects feel like they're in the actual |
| creative packaging, too: "delayed" instead of "late" | | | | situation you're describing, use vivid language. |
| and "flotation device" instead of "life preserver." If | | | | Lastly, as a generally rule, and particularly when |
| we examined other industries, the list could go on | | | | you're trying to get a key point across, always |
| and on. You can take a cue from these industry | | | | lean toward being concise rather than verbose. If |
| giants by employing a bit of your own verbal | | | | you can get the point across in five words |
| packaging. That is, it would be a great idea for | | | | instead of ten, then don't complicate your |
| you to develop your own list of words and | | | | message by trying to be flowery and clever. |
| phrases that are relevant to your industry or | | | | Chances are people will start thinking about how |
| topic. That way, you will have alternatives in your | | | | pretentious you are rather than focusing on the |
| persuasive toolbox for words that may be jarring | | | | point you're trying to get across. As we were |
| or have negative connotations. Other ways you | | | | discussing in relation to structuring your message, |
| can make your language more effective are to | | | | it holds true here as well that clear and concise |
| use words like "we" and "us" more. That way, | | | | are your safest bets. |
| you can engage your audience and create a | | | | |