Choosing Your Words Wisely - Part 1

The ability to articulate your ideas is one of the most important qualities a person can have. Great speakers orchestrate their ideas through words. The great speech writers are poets - they instill images and greater possibilities inside the minds of their listeners.

Great speakers don't need to be talkative or conversational, however, if you aren't the most outgoing - you better be able to perform. One of the greatest speakers of our time is President Obama, and it's because he's a performer up at the podium. He also uses some great key words, "Yes We Can" should sound familiar.

"Yes We Can" won Obama the 2008 election because they are powerful words. It ignited the passion inside voters' psyche to believe that they were part of a movement that would change America forever.

Frank Luntz is an established speech writer whose current company, The Word Doctors, specializes in message creation and image management for commercial and political clients. He's worked with the likes of General Motors and Disney to Rudy Giuliani and Michael Bloomberg.

In class we reviewed his 11 Words for 2011. These are phrases and words that help his clients sell products or turn public opinion on an issue or a candidate. It's almost as if he's a marketer or advertiser.

Words are powerful, and certain words like "I have a dream" ignite social movements. The right words create public policy changes and these phrases are also applicable to leaders in business, sports, religion, academia and a variety of other situations.

I've chosen four of the eleven words that resonated most deeply with me and that I have tried to employ.

• "No excuses" is important to me because it reminds me of my high school football coach. He always used to say: "Excuses are like a#@holes - everyone has them and they all stink." He was right. Excuses are an easy way out of sticky situations - I wish someone would tell that to Barry Bonds. "No excuses" is about holding yourself accountable. It's a phrase that generates respect after mistakes and appreciation for being honorable.
• "Believe in better" is great because you don't need to attach a quantity - people just want quality and improvement. This is a phrase that goes along with helping people envision greater possibilities for themselves.
• "Imagine" - John Lennon comes to mind. Luntz claims it's the most powerful word in the English language. It's inspiring, motivating, and has a different definition for each person. Once again it follows along the greater possibilities theme.
• "If you remember only one thing" is a phrase that helps guarantee the one point that you want voters or investors to remember, especially during a complex situation.

Choosing the right words can make or break a speech or situation. These phrases will be just the right addition to your campaign speech, interview, or board meeting to push you over the edge.

It's "the simple truth."