The title of this article is the same as a famous book by Richard Bayan that is used by marketing professionals around the world. As I was looking through it the other day I realized that the same kinds of words could be used in public speaking to get the same kinds of effects.
We want to sell our ideas don't we? We want to increase our credibility don't we? We want to move people to action don't we? These are all the things that good advertising copywriters try to do in print with their words. Judiciously using the phrases in this book will give you a more scientific way to accomplish the goals of your speech. You will have specific words and word phrases to pick from to get a particular response from the audience.
Example: Let's say you are telling the audience about a good resource that you want them to check out. You want to persuade them to seek it out and take advantage of it. You might turn to the "Words that Sell" book and go to the "Informative" section. There you would find words and word phrases that mean valuable and informative.
You might say:
"This resource will:
-
take the guesswork out of ... -
expand your knowledge ... -
help to alter your perceptions of ... -
keep you abreast of ... -
give you new insight ... -
give you the hard facts ... -
keep you ahead of the game ...
Therere were 33 phrases in that section alone. This book will simplify your work especially when you are searching for just the right thing to say to make a particular point. In addition, it is an indispensable tool to have around when you are writing copy for your promotional material and website.
