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I found that Americans opposed “cutting spending” on Medicare by a sizeable three to one. Yet by a still significant ratio of five to three, the public supported “increasing spending but at a slower rate”—just what the Republicans were advocating.
Numbers with the smallest denominators and applied per individual are therefore almost always the most effective.
One reason why the Democrats have been so unsuccessful in turning a significant perception advantage over Republicans on most environmental issues into measurable electoral gains is because their environmental language is so reactive and reactionary.
Increasing exploration for American energy resources sounds energy-independent, self-reliant and efficient—all important aspirational attributes and values in twenty-first-century American life.
The problem with Social Security is not the trillions of dollars in revenue shortfalls or the unsustainable worker-to-retiree ratios; the problem is that Social Security may not be there when you need it—and that fact alone undermines your retirement security.
In debates where emotions are high, the shorter the sentences, the better the audience response.
two demographic characteristics that best predict how a woman is likely to vote: family status and employment status. Age, education, and income—the traditional demographic targets for women—are less important in determining how to speak and appeal to women than knowing whether they have kids at home and whether they work full-time outside the house.
Men are exactly the opposite. Family status and career barely matter, while age, income, and education matter considerably.
“Common sense” is not just the best argument for almost any policy prescription you might propose—it’s essential. If you win and occupy the rhetorical territory owned by “common sense,” your position will be virtually unassailable.
the challenge for marketers is in the shifting definition of “value” and how best to explain it. With efficiency a high priority in today’s economy and in our day-to-day lives, “value” is a measurement of result rather than overall cost. The “value” equation is defined by how much more do you get out of it than you put into it.
“Convenience” has less to do with how we relate to the product itself or with what the product says about our own self-image; rather, “convenience” is about process, about what we have to go through to make a purchase, about how we shop. In concrete terms, “convenience” is directly proportional to time: the more time it takes, the less convenient it becomes.
brand-new potential advantage for companies that invest in live “help-now” operators rather than an automated machine to respond to complaints.
the more convincingly you can present your company as personal, relatable, down-to-earth, and in touch—the virtues of a small business—the better you will weather large-scale growth.
term “family values” (45 percent) tests better than “traditional values” (18 percent), “American values” (17 percent), or “community values” (11 percent).1
Women are proactively looking to make themselves beautiful, not just looking to hide away the extra pounds or additional wrinkle. They are seeking health, not simply running away from illness. It is not fear of something bad that motivates them; it’s the hope for something better. That’s why every communication should include the message of limitless dreams, unending possibilities, and the promise of a better future.
The word “respect” is most important not when talking to customers, but to employees. In fact, it’s the single most important word related to how employees perceive their treatment and what they think of their employer.
The linguistic key to communicating respect is to talk about “value:” The value of serving and satisfying customers; The value of a good day’s pay for a good day’s work; The value of a simple “thank you” for a job
well done.
Men want to speak; women want to be heard.
Once he’s said what he felt had to be said, he’ll be content. The male focus is on self-expression, not on the other person’s reaction to or understanding of what he’s saying.
boss. To him or her, your raise or promotion is not viewed as a reward for past performance. It’s a speculative investment in your future performance.
“Imagine if…” are the two most effective words you can use in this situation. “Imagine if I hadn’t been here to work on Project X.”
In my research into the effectiveness of direct mail, the single most-read portion after the opening paragraph is the postscript.
It needs to be organized in argument form, with each statement enumerated and each opening sentence bolded and underlined. The reason? We don’t read straight from top to bottom. The eye darts about, fixing on whatever catches its fancy—and it moves on if nothing stands out. The enumeration and different-looking type will definitely catch the eye, and therefore the attention, of the reader.
1. “Imagine”
The point is that “imagine” leads to 300 million different, personal definitions—and that’s just in the United States alone.
When a company asks its employees to “imagine,” it’s asking them to forget, at least for a moment, about bureaucratic organizational charts, stodgy bosses, departmental budgets, the established way of doing things, and all the other everyday restrictions that infringe on their work.
2. “Hassle-free”
Americans prefer a “hassle-free” product to a “less expensive” one by an impressive 62 percent to 38 percent.
3. “Lifestyle”
individualistic rather than community-oriented, personalized rather than generic, and forward-looking rather than
nostalgic or tethered to tradition.
choosing a lifestyle is a crucial component of defining who we are.
4. “Accountability”
Instead, if you want to profess your
“accountability” as a company, try a simple, declarative, strong alternative such as “We deliver.” It says you provide what you promise, and it does not allude to the times when you don’t.
5. “Results” and the “Can-Do Spirit”
6. “Innovation”
7. “Renew, Revitalize, Rejuvenate, Restore, Rekindle, Reinvent”
8. “Efficient” and “Efficiency”
9. “The Right to…”
10. “Patient-Centered”
“Quality,” “affordability,” and “choice” are all important aspects of “patient-centered”-ness,
draws an unspoken contrast with “dollar”-centered and “insurance”-centered medicine.
However, when talking about one of the biggest names in health care, Kaiser Permanente, some might not think of a company with a truly personal touch that cares about each customer. Yet one glance at their Web site would lead you to think differently. Under the banner welcoming the visitor to the site, simple text asking consumers to “please tell us
who you are” is displayed. Upon digging deeper into the site, one is asked questions about the kind of coverage one is looking for, resulting in a listing of plans that best suit the customer. The language is always personal, human, and reassuring, including their recent tagline, “Live Long and Thrive.” In a field often considered impersonal and distant as health care, Kaiser Permanente’s Web site approach evokes memories of the personal touch of stethoscope-wielding doctors making house calls and the familiarity of the neighborhood pharmacy.
11. “Investment”
“Investment” is by definition reasonable and responsible. “Investment” is also by definition forward-looking, whereas “spending” implies instant gratification.
Companies that invest in technology, invest in their community, invest in job training, or invest in the future will earn a higher level of appreciation.
12. “Casual Elegance”
