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by Rick Baker
On Mar 18, 2010
The communication expert Dr. Frank Luntz recommends 21 Words for the 21st Century.
To be accurate, he recommends a few more than 21 words and some of his recommendations are short phrases.
Frank spends most of his time consulting to businesses; however, he is well-recognized for helping politicians.
Most of his 21 Words for the 21st Century apply to both politics and business.
A listing of the words, as I am doing below, does not come close to doing justice to the thought Dr. Luntz has given to these words. Not just the thought...but also the research and the intense testing through surveys.
The 21 Words for the 21st Century are:
- Imagine
- Hassle-free
- Lifestyle
- We Deliver (Accountability)
- Results and the Can Do Spirit
- Innovation
- Re-words: renew, revitalize, rejuvenate, restore, rekindle, reinvent
- Efficient and Efficiency
- The Right to...
- Patient-centered (medical)
- Investment
- Casual Elegance (travel)
- Independent (no conflicts)
- Peace of Mind
- Certified
- All-American [in our case…All-Canadian]
- Prosperity
- Spirituality
- Financial Security
- A Balanced Approach
- A Culture Of...
Throughout his book, ‘Words That Work - It's not what you say, It’s what people hear’, Dr Luntz stresses 'being positive' over 'being critical'.
He also stresses simplicity….keep your messages simple, easy to read, and easy to understand.
What impresses me most about Dr Luntz’s approach is he is a champion for targeting messages to meet the audience…putting yourself in the audience’s shoes, doing what you can to understand their views, doing your best to understand how they hear things, etc.
That approach to communication is perhaps the most-important thing in 21st Century business.
More on communication in future blogs…
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Tags:
Marketing
by Rick Baker
On Mar 16, 2010
Initially, I wanted to title this blog, ‘I have some bad news for you’.
I remembered the experiment we did last year. It proved people read ‘good news’ communications twice as much as they read ‘bad news’ communications. So, I used the ‘good news’ title.
[I offer that as a little communication tip.]
Also, I really don’t have bad news.
I just want to share some thoughts on how to deliver bad news.
These are not my thoughts. I am relaying a summary of Jill Malleck’s thoughts.
I had the pleasure of attending Jill’s presentation at our Centre For Family Business meeting last month. www.cffb.ca
Jill provided a great presentation. She also provided books. A number of names were drawn and I was fortunate to have my name drawn. Jill wrote a nice note in my book and signed it for me. So, ‘Epiphanies @ Work’ will have a place in my library of author-autographed books. [that library – well, that’s another story]
Here is an introduction to some of Jill’s thoughts…
Delivering Tough Messages
- Plan what you will say
- Increase your credibility
- Think ahead about the receiver’s likely questions or concerns
- But don’t assume the worst
- Accept emotions with empathy and neutrality
- Allow the receiver to digest the message
- Don’t take it personally
Good advice!
I particularly like 3 followed by 4. Thinking about the possible reactions people could have when they receive tough messages is not pessimistic. It is realistic. It is prudent. It is the decent thing to do. Assuming people will have the worst reactions would be pessimistic. That’s not a healthy way to think.
More on communication in future blogs…
by Rick Baker
On Mar 11, 2010
Words That Work: it's not what you say, it's what people hear
The book title grabbed me.
The book is worth the read…or 'the hear' if you prefer audio books.
Dr. Luntz draws strong reactions. He strikes people's chords. In some cases he hits sour notes. In others he finds believers.
I am a life-long learner…at least that's what one assessment told me.
And, the topic of communication fascinates me.
While politics is not one of my areas of interest, the communication skill of politicians is.
Dr. Luntz's book is not restricted to political communication…it digs into marketing communication. Of more importance, it addresses communication with the hearer in mind.
The book offers vivid examples of what works and what does not work.
One section of the book really struck my love-of-writing-and-books chord. Comparing one section of George Orwell's classic '1984' to the [same] scene in the movie '1984', Dr. Luntz illustrated how written messages can out-communicate visual messages. [I have never read such a clear argument of this point. I have read numerous arguments, arguing in favour of visual messaging.]
Here is a summary of Dr. Luntz's 10 Rules for Successful Communication
- Simplicity
- Brevity
- Credibility
- Consistency
- Novelty
- Sound and Texture Matters
- Speak Aspirationally* [humanize, personalize]
- Visualize
- Ask a Question
- Provide Context and Explain Relevance
Excellent advice.
Footnote: Aspirationally - that's the 'word' I heard when I listened to the audio book…I cannot find that word in the dictionary [yet].
More about communication in future blogs…
by Rick Baker
On Mar 9, 2010
There has been much talk about networking recently.
For example, I have the privilege of working with one of The Greater Kitchener Waterloo Chamber of Commerce’s networking committees…the recently announced Chamber Connections. The Greater KW Chamber is working to refresh and enhance its events, formerly held as BA5. The first new event will be held in April. Here’s a link to the Chamber’s website. www.greaterkwchamber.com
Recently, I listened to the audio-book ‘Greater Than Yourself’, written by Steven Farber www.stevefarber.com In the book Farber recommends we help other business folks achieve their potential. He uses the name Greater Than Yourself [GTY] to describe his philosophy. He provides a simple set of guidelines on how to go about doing GTY, which can perhaps be summed up as philanthropize for life. At least, that’s how one of the characters in the book described it.
Farber used a story-telling style to convey his Greater Than Yourself message. The writing style reminded me of the Og Mandino classic ‘The Greatest Miracle in the World ’and our friend Dave Chilton's major best seller ‘The Wealthy Barber’. The author or a very-similar character plays the lead role in the book and he learns as the reader learns.
To my thought about networking…
This thought hit me: the Greater Than Yourself philosophy is networking at its best extreme.
To truly network, we must expand ourselves and we must give to others. We must have a sincere interest in helping other folks achieve their goals. We must give without keeping track of favours owed.
More on networking in future blogs…
by Rick Baker
On Mar 4, 2010
This blog provides a sampling of what experts have to say about how to give compelling presentations.
We should only give public presentations if the following circumstances exist:
- We love to give public presentations.
- Our boss tells us to give public presentations.
- Both 1 and 2 apply.
I wish I could say I made that up. I did not. I read it somewhere, some time ago.
Here are some more pieces of advice…
From Dale Carnegie’s book ‘The Quick and Easy Way to Effective Speaking’, to make sure your mind is in the right frame to improve your public-speaking skills:
- Take heart from the experience of others
- Keep your goal before you
- Predetermine your mind to success
From Peter Urs Bender’s book ‘Secrets of Power Presentations’, a speech has to have at least one of four objectives:
- To inform
- To entertain
- To touch the emotions
- To move to action
A good presentation covers all four objectives.
From Stephanie Palmer’s book ‘Good In A Room’, the secrets of rapport:
- Allow yourself to really care about the other person and to be curious about who he or she is. Empathic interest creates trust.
- Common ground cannot be faked or fudged. Rapport requires honesty.
- The warmth that signifies true rapport is not something you can force.
- Keep the spotlight shining on the buyer.
*****
I will never forget my first two ‘engagements’, when I was called
on with short notice to speak to major groups of business people.
But, I certainly hope the audiences have forgotten them.
*****
My next blog will be on Networking…
by Rick Baker
On Mar 2, 2010
Thank you folks who read my blogs.
And, thank you for the feedback you have provided…the criticism, the pats on the back, the suggestions, the questions, and the requests.
This blog is a response to a specific request, a request to provide a sample of a sales lesson. Over the years I have been honoured to participate in some terrific email exchanges with sales people. During these exchanges, I strived to share sales philosophy laced with content-value, wrapped in humour.
The following is an introduction to these email exchanges…a gentle sample.
*****
“Dear ____ __
The key is: are you prepared to choke down all your pride, be comfortable knowing next to nothing while giving ‘our technical geniuses back at the office’ all the credit, and make the customers feel like winners?
Get Columbo1 down. Get that role learned. That’s a real good first role to play.
Have fun learning that Columbo role. Then, as you get it, you will have a solid, strong base-character in your sales repertoire.
Why push on ropes when you can quickly ‘noose them’ around your own neck and let the customer hang you quickly and get it over with or .... save you? When you noose your own neck the customer has to do something: hang you, save you....or, on those real special occasions just break up in laughter.
People want to feel powerful. People want to feel smart. People want to feel in control. People want to laugh and relieve their stress.
Why smack your face into brick walls when you can role-play them to not exist? Do like Mr. Magoo2 used to do. He feared nothing. He saw no obstacles. He always got to where he wanted to go. Danger couldn’t get him. Now, that guy would have made a great salesman.
The traps are only real if you allow them to catch your mind.”
*****
Footnotes:
My next blog will be about public speaking…
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Tags:
Sales
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