Frank Luntz has “engineered some of the most potent political and corporate campaigns of the last decade.” His wordsmithing helped Republican Rudy Giuliani get elected twice in New York — a city where Democrats outnumber Republicans 5-to-1.
Luntz and his polling firm have learned a great deal about language by conducting nearly 1500 surveys and focus groups for a wide range of products and politicians.
The key takeaway from his book is actually part of the title:
It’s not what you say, it’s what people hear.
InWords That Work: It’s Not What You Say, It’s What People HearLuntz breaks down the ten main lessons he’s learned from years of crafting political messages; lessons we can all learn from:
1) Simplicity: Use Small Words
ViaWords That Work: It’s Not What You Say, It’s What People Hear:
“Avoid words that might force someone to reach for the dictionary… because most Americans won’t. They’ll just placidly let your real meaning sail over their heads or, even worse, misunderstand you. You can argue all you want about the dumbing down of America, but unless you speak the language of your intended audience, you won’t be heard by the people you want to reach.”
2) Brevity: Use Short Sentences
ViaWords That Work: It’s Not What You Say, It’s What People Hear:
“Be as brief as possible… The most memorable political language is rarely longer than a sentence. “I Like Ike” was hardly a reason to vote for the man, but the simplicity of the slogan matched the candidate and the campaign.”
3) Credibility Is As Important As Philosophy
ViaWords That Work: It’s Not What You Say, It’s What People Hear:
“People have to believe it to buy it. As Lincoln once said, you can’t fool all of the people all of the time. If your words lack sincerity, if they contradict accepted facts, circ*mstances, or perceptions, they will lack impact… The words you use become you — and you become the words you use.”
4) Consistency Matters
ViaWords That Work: It’s Not What You Say, It’s What People Hear:
“Too many politicians insist on new talking points on a daily basis, and companies are running too many different ad executions. By the time we begin to recognize and remember a particular message, it has already been changed…“The breakfast of champions” tagline for Wheaties was first launched back in 1935 and is still going today. Hallmark’s “When you care enough to send the very best” debuted in 1934, and “Say it with flowers” for FTD dates all the way back to 1917.”
5) Novelty: Offer Something New
ViaWords That Work: It’s Not What You Say, It’s What People Hear:
“In plain English, words that work often involve a new definition of an old idea… What matters most is that the message brings a sense of discovery, a sort of “Wow, I never thought about it that way.”
6) Sound and Texture Matter
ViaWords That Work: It’s Not What You Say, It’s What People Hear:
“The sounds and texture of the language should be just as memorable as the words themselves. A string of words that have the same first letter, the same sound, or the same syllabic cadence is more memorable than a random collection of sounds.”
7) Speak Aspirationally
ViaWords That Work: It’s Not What You Say, It’s What People Hear:
“Messages need to say what people want to hear… The key to successful aspirational language for products or politics is to personalize and humanize the message to trigger an emotional remembrance.”
8) Visualize
ViaWords That Work: It’s Not What You Say, It’s What People Hear:
“Paint a vivid picture. From M&M’s “Melts in your mouth not in your hand” to Morton Salt’s “When it rains, it pours,” to NBC’s “Must See TV,” the slogans we remember for a lifetime almost always have a strong visual component, something we can see and almost feel.”
9) Ask a Question
ViaWords That Work: It’s Not What You Say, It’s What People Hear:
“Is it live, or is it Memorex?” “Where do you want to go today?” (Microsoft) “Can you hear me now?” (Verizon Wireless)… “Got Milk?” may be the most memorable print ad campaign of the past decade. The creator realized, whether intentionally or not, that it’s sometimes not what you say but what you ask that really matters.”
10) Provide Context and Explain Relevance
ViaWords That Work: It’s Not What You Say, It’s What People Hear:
“You have to give people the “why” of a message before you tell them the “therefore” and the “so that.”… if it doesn’t matter to the intended audience, it won’t be heard. With so many messages and so many communication vehicles competing for our attention, the target audience must see individual, personal meaning and value in your words.”
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As an expert in communication and political messaging, I've extensively studied the work of Frank Luntz, a renowned figure in the field known for engineering impactful political and corporate campaigns. Luntz's expertise is backed by a wealth of evidence derived from his extensive experience, including conducting nearly 1500 surveys and focus groups for various products and politicians. His insights, as outlined in his book "Words That Work: It’s Not What You Say, It’s What People Hear," provide valuable lessons that have proven effective in shaping public perception and garnering support.
Let's delve into the key concepts highlighted in the provided article:
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Simplicity: Use Small Words
- Luntz emphasizes the importance of avoiding complex language, as most people won't reach for the dictionary. The message should be easily understood by the intended audience to ensure effective communication.
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Brevity: Use Short Sentences
- Luntz advocates for brevity, asserting that memorable political language is rarely longer than a sentence. Short and succinct messages, such as "I Like Ike," are more likely to resonate with the audience.
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Credibility Is As Important As Philosophy
- Luntz underscores the significance of credibility, quoting Lincoln's assertion that you can't fool all of the people all of the time. Sincere and credible messaging is essential for impact, and words become a reflection of one's character.
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Consistency Matters
- Luntz warns against changing messages too frequently. Consistency in messaging, as seen in enduring taglines like "The breakfast of champions" for Wheaties, contributes to better recognition and recall.
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Novelty: Offer Something New
- Luntz suggests that effective words often involve presenting a new definition of an old idea. Messages that bring a sense of discovery or a new perspective tend to be more impactful.
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Sound and Texture Matter
- Luntz emphasizes that the sounds and texture of language should be memorable. Alliteration, similar sounds, and syllabic cadence contribute to the memorability of a message.
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Speak Aspirationally
- Messages should align with what people want to hear. Aspirational language, whether in products or politics, should be personalized and humanized to trigger emotional connections.
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Visualize
- Luntz advises painting a vivid picture with strong visual components. Memorable slogans often have a visual appeal, making them more lasting in the minds of the audience.
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Ask a Question
- Luntz highlights the power of questions in messaging. Memorable campaigns often involve thought-provoking questions, such as "Got Milk?" which became an iconic print ad campaign.
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Provide Context and Explain Relevance
- Luntz stresses the importance of giving the "why" of a message before the "therefore" and "so that." Messages must hold personal meaning and value for the audience to cut through the noise of competing messages.
In conclusion, these principles from Frank Luntz offer valuable guidance for effective communication, not just in politics but also in various aspects of life and business. They underscore the importance of understanding your audience, delivering a clear and credible message, and employing strategies that make your communication memorable and impactful.
