It is hard to overestimate the power of language. Still why so many people complain that they fall an easy prey to someone more confident and less scrupulous. They report feeling miserable when unable to defend their opinion, make others listen when they are right or telling an exciting story. Is it all about the command of the language?
How to deliver a convincing message
Obviously, not. It's about understanding human nature (yes, literally, how our brain and body works!), psychology and yourself: your image and personality, your goals and intentions, your relationship with the communication partner and attitude towards the subject matter. There are gazillions of pages written about it, and still communication failures remain a stubborn misfortune of people.
However, let's be optimistic and try to tackle this problem. Every little helps!
Although most of these techniques have been developed for copywriting, they can be applied in a variety of situations: in private conversations, in business, in writing, in public speaking, etc.
Step 1. Purpose
Make up your mind:
a) what you want as a result of the interaction;
b) what your partner/ audience needs to hear to help you achieve the result;
Step 2. Name
(This last question can dramatically change the whole plan, because you will shift the focus from your feelings to your partner or audience.)
c) how to coin your main message by answering the question: So, what?
Give your message a "name". Choose a word that will name the idea you want to deliver.
Remember that "The name you will give to your ship will determine how it will sail" (Andrey Nekrasov)
This step is highly important, because it will anchor your message in the memory of your listeners or readers.
Here are some tips
how to choose the right name for your company, product, service, or idea:
a) easy to pronounce and remember
Use a frequent word, like "effective"or a meaningful phrase, like "get-it-done")
It will be our happy-go-lucky plan.
b) easy spelling, especially for domain names, e-mail addresses, and goods sold online
One "l"? Two "l"?
d) easy to visualize
e) convertible to other languages
a ballistic performance
Step 3. Message
a) Say or do something to capture attention:
- a question
What do you think the next step will be?
- an action
Turn this cup upside down. Why do you think the water stays in the cup?
- color and movement
Wear or have something bright, like a folder or a red logo on the screen
- a surprise
Look what I have brought for you! This little bag can hold five kilos!
b) Address senses, emotions, feelings, reason and values:
- use adjectives to describe sensory experiences;
It's smooth and warm.
- use adjectives to describe emotions;
An amazing solution
- use adjectives to describe specification;
It's slim and can easily fit into any briefcase
- use sentences to describe the future
After you've tried it once, you will never want anything different.
- appeal to people's imagination
Imagine that you are driving this car? How will your body feel?
Imagine that you have scored 95 in this test. How would you feel?
IMPORTANT: Avoid manipulation. To not use basic instincts and reactions (food, sexual desires, fear, etc.) to push people to do what they think is wrong or inappropriate. People are not stupid. Once they spot an attempt to manipulate, you will lose their trust. You can lose a war through winning one battle.
c) Address controversies, manage expectations
- nothing is perfect; just say how to balance the imperfections
It's available only in red color, which makes it noticeableat once
It can take you some time to learn it properly, but once you've learn it, you will be enjoying it thoroughly.
d) Include words that will help your addressees evaluate what you are promoting
Free shipment world wide
IMPORTANT: Do not lie. Find out for yourself what is good about your idea, product or service and point it out. If you cannot do that – improve it until you feel proud of it.
e) Tell a story
that would lead the listeners/readers to the expected conclusion while entertaining them and bypassing the counterarguments they might have prepared.
f) Use metaphor
to relate the new concept to something familiar to the addressee
It's like eating one more ice-cream, but you are not getting extra calories
g) Use simple, clear-cut sentences and do not abuse ten-dollar words.
These are the most natural universal techniques how to make the message more effective. But there are a lot more!
Share you tips in the comments. Tell us how using these tips has improved your life.
Join ICAN Club to practice effective communication in English.
Practice writing your effective texts and upload them to the Community Talk
You might wish to learn more about effective delivery of information:
Scientifically-Backed Copywriting Tips
Keep it concise and precise
The importance of keeping it clear