Words That Work

The exact words that make people believe you, remember you and act.

• Specific Beats VagueReplace adjectives and big claims with numbers, names, places and days.Solid evidence
• Feature, Benefit, ProofAfter every feature, say which means and the benefit, then for example and the proof.Practitioner wisdom
• Use Identity Nouns, Not Just VerbsInvite people to be something (a partner, a planner) rather than only to do something.Mixed evidence
• Say I Don't, Not I Can'tWhen you refuse, say I don't do that, which sounds like a firm choice, instead of I can't.Mixed evidence
• Ask for Advice, Not FeedbackWhen you want input, ask what advice they would give, not what feedback they have.Solid evidence
• Cut the HedgesDrop maybe, I think, sort of and just when you mean to recommend; say I recommend and say it once.Solid evidence
• Be ConcreteUse words people can picture: say the field officer called you back the same day, not we offer great support.Solid evidence
• Choose the Frame CarefullyThe same fact said two ways lands differently, so pick the words that match what the listener cares about and keep the figures honest.Strong evidence
• Use And, Not ButWhen you add a concern after praise, join them with and, because but cancels what came before.Practitioner wisdom
• Swap Fillers for a Short PauseReplace um, basically, actually and you know with one second of silence.Mixed evidence
• Tell the Before and After StoryProve your value with a short story: how things were, what you did, and how things are now.Solid evidence
• Give Three, Not SevenOffer three reasons, three options or three points; stop there.Solid evidence
• Make the Customer the HeroTell the story with the client as the hero who wins, and you as the guide with a plan.Practitioner wisdom
• Problem, Agitate, SolveIn a short message, name their problem, show what it costs them, then offer your fix.Practitioner wisdom
• AIDA: Attention, Interest, Desire, ActionOrder a pitch or message as attention, interest, desire, then one clear action.Practitioner wisdom
• Short WhatsApp and Email RulesOne purpose per message, under about a hundred words, with the ask in the first two lines.Practitioner wisdom
• Beat the Curse of KnowledgeOnce you know something, you cannot easily imagine not knowing it, so explain with plain words and an example as if to a smart outsider.Solid evidence
• Ask With a Day and a TimeEnd with a specific next step: a day, a time and what will happen, not let me know.Solid evidence

Drills

• So, what do you do?“So, what does your company do?”
• Asked to take a role outside your focus“Can you also find us a software developer?”
• Getting real input on a proposal“The proposal looks fine.”
• Why you over a big agency“Why should I use you instead of a big national agency?”
• No reply to your WhatsApp“(No reply after the shortlist was sent.)”
• Client doesn't follow your jargon“What is this RPO you keep talking about?”