“It’s not what you say, it’s what people hear”

In “Words That Work: It’s Not What You Say, It’s What People Hear“, Frank Luntz breaks down the ten main lessons he’s learned from years of crafting political messages, lessons we can all learn from:

1) Simplicity: Use Small Words
2) Brevity: Use Short Sentences
3) Credibility Is As Important As Philosophy
4) Consistency Matters
5) Novelty: Offer Something New
6) Sound and Texture Matter
7) Speak Aspirationally
8) Visualize
9) Ask a Question
10) Provide Context and Explain Relevance

For the article: The 10 Rules You Need to Communicate Effectively

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Image source: Flickr – Communication, Joan M. Mas