Watch Your Language

The father of phrases like death tax (a.k.a. estate tax) and climate change (a.k.a. global warming), Republican strategist Frank Luntz employs focus groups to examine words’ emotional content.

His goal is to find words that will change people's visceral reactions to hot-button issues.

In a 2012 speech to the Washington State Chamber of Commerce, Luntz advised business executives to revise some of their pet phrases. He recommended they replace :

• Free enterprise with economic freedom; 
• Middle class with hardworking taxpayers; and 
• Business climate with healthy economy.

Luntz also recommended executives strike understand, accountable and important from their vocabularies, because listeners no longer have faith in these words.

You need not agree with Luntz's politics—I, for example, would replace his death tax with fairness reset and his climate change with planetary meltdown—to agree with his theory.

The emotional content of words makes them powerfully persuasive.

Novelist Joseph Conrad once wrote, "He who wants to persuade should put his trust not in the right argument, but in the right word. The power of sound has always been greater than the power of sense."

Six Principles of Persuasion: Scarcity

Part 6 of a 6-part series

You're feeling the power of scarcity when you pay $900 for a ticket to see The Rolling Stones.

According to Robert Cialdini, we're susceptible to scarcity because loss seems terrible.

Faced with scarcity, you let emotions cloud your brain and throw caution to the wind.

Scarcity is why deadlines drive sales; why "limited editions" disappear from shelves; and why censorship or prohibition—actual or threatened—incites panic buying.

Want to persuade someone? Give him a deadline.

Six Principles of Persuasion: Authority

Part 5 of a 6-part series

You're feeling the power of authority when you accept without question the auto mechanic's recommendation to replace your tie rods.

In Influence, Robert Cialdini writes, "We are trained from birth that obedience to proper authority is right and disobedience is wrong."

Heeding an authority is wise—when her expertise is genuine. 

But trouble lies in the fact we're vulnerable to symbols of authority:

• Titles, certifications and professional designations;
• Uniforms and business suits; and 
• Trappings of success (trophies, limos, posh offices, club memberships, etc.).

Authority explains why we buy products recommended by actors in TV ads; why we over-tip showy waiters; and why con men like Bernie Madoff flourish.

Want to persuade someone? Trumpet your expertise.

Six Principles of Persuasion: Liking

Part 4 of a 6-part series

You're feeling the power of liking when you accept the affable rep's suggestion to rent a Mercedes, even though you'd be happy with a Hyundai.

Robert Cialdini claims three factors affect likability: 

• A person's physical attractiveness;
• Her similarity to ourselves; and 
• Her readiness to compliment us.

The more these factors are in force, the more likable the individual.

Liking explains why the handsome account exec enjoys a bigger income than his homely colleague; why the insurance agent is so quick to tell you he shares your passion for mountain biking; and why the Realtor says you have beautiful children.

Want to persuade someone? Preen. Relate. Flatter.

Six Principles of Persuasion: Social Proof

Part 3 of a 6-part series

You're feeling the power of social proof when you order the same appetizer as everyone else at the table, even though you've never eaten a ridge gourd.

Robert Cialdini says social proof equips us with a "wonderful kind of automatic-pilot device" that spares us mistakes—but also leaves us vulnerable to marketers.

Social proof explains why baristas salt the tip jar; why publishers splash "best-seller" across book covers; and why manias for products like mortgage derivatives and Cabbage Patch Dolls occur.

Want to persuade someone? Tout the number of customers you have or all the great reviews you've gotten.