Sunday Morning Soliloquy - Musings of an Urbanite: Words For The 21st Century from ASE10

Tuesday, September 28, 2010

Words For The 21st Century from ASE10

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In August, I attended the Affiliate Summit in New York. I took notes (of course) and I wanted to share some of these notes with you. The keynote on day two was given by Frank Luntz, author of Words That Work: It's Not What You Say, It's What People Hear.I disagreed with nearly 60% of what this guy was saying, but then again, I probably disagree with 60% of what anyone is saying just for the sake of argument. Frank is a political consultant and has worked with Fox News as a commentator.

I found myself feeling strong feelings against what Frank was saying because I thought he was simplifying things but I did take into account that he is talking about the masses (and that he normally speaks to a Fox News Audience). According to Frank, these are the most powerful words you can use when speaking to the masses.

These words were shared with us (affiliates) to help us write short copy for our affiliate sites or to assist us in writing PPC ads. You can certainly see how some of these keywords would encourage people to click on your ads or links.

Words people respond to.
The most powerful form of communication is a rhetorical question.

Cleaner, Safer Healthier
Comprehensive or Long term
Results or Solutions
No Worries
You’re in Control
Efficient and Efficiency
Renew, Revitalize, Rejuvenate, Restore, Rekindle, Reinvent
The Simple Truth
Bold Action / Getting It Done
Peace of Mind
Independent Certification
Mission / Commitment
Cutting Edge
Common Sense
Exceeding Expectations

Well, what did you think? Did these words make you think that "Hey, we're not a bunch of simpletons?" Or did you think, "Yes, I agree, I am motivated by these key phrases." Leave a comment and let me know!

1 comment :

zio_buck said...

you're reacting to Frank Luntz and not his message (and thereby proving the point of his book). try replacing him in your mind with Steve Jobs. watch how your knickers magically come untwisted. at least half of the words in your list have been themes of Apple marketing campaigns over the years.

thanks for the provocation.