Food for Thought

Over the long Thanksgiving weekend I got caught up on a bit of reading while I was trying to work myself out of a slight food coma. Dr. Frank Luntz’ book, Words that Work has a lot of good ideas on how to hone your writing skills. I strongly encourage you to pick up a copy for easy reading.

Here are some rules I thought he really hit on the head:

  • Use small words. Simplicity counts.
  • Use short sentences.
  • Credibility is as important as philosophy. People have to believe what you say to buy it.
  • Consistency matters. Repetition, repetition, repetition.
  • Offer something new. Words that work often involve a new definition of an old idea. Sound and texture matter.
  • Creative use of words in novel ways work.
  • Speak aspirationally. Personalize and humanize the message. Spark emotion.
  • Visualize. Simply paint a vivid picture. Write descriptively.
  • Ask a question. Sometimes it’s not what you say, but what you ask that really matters.
  • Provide context and explain relevance. Give people the “why” of a message before you tell them the therefore.

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