Words that Work

Dr. Frank Luntz is an interesting guy, with  what seems like a simple message. Words mean things. Control the message and you can control the conversation. Frank is one of the reasons the republicans were successful for so long. He was a paid consultant  for the party and is the linguistic powerhouse behind the “Contract with America” and one of the reason’s we no longer call it “Global Warming” but “Climate Change” .
In “Words that work” Frank breaks down what makes a message memorable, and how to craft your message so it communicates what you want it to. He explains why people are not likely to support welfare, but are in favor of aid to the poor. By using the right words you can get people on your side of the argument or help persuade them to buy your products.  There are numerable case studies on corporations that have crafted powerful messages and ones that have fallen way short of the mark. So why should a Photographer read this book? Because we are photographers, we are not English majors, we tend to be more visual in nature. We, more than any other group, are more likely to be oblivious to the power of the written or spoken word, and it can affect our bottom line.
Lets say there were two wedding photographers in town, they both offered the exact same 3 wedding packages. One offered a standard package, a deluxe package, and an ultimate package. While the other offered a silver, gold and platinum package.  Which photographer would you go to? and what package would you choose?  I would go to the Silver, Gold, Platinum guy.  For me those words evoke a lot more meaning. First off all if I could only afford the “Silver” package I wouldn’t feel as cheap as if I took the “Standard” Also I understand right away the difference in the quality of the packages because they match the quality of wedding rings. And just like a wedding ring you always spend as much as you can. If you can afford platinum you get it. Wouldn’t you want your customers to think that way about your products? Saying you bought the “Ultimate” or “Deluxe” makes it sound like you just ordered a cheeseburger.
Read “Words that work”, and you may never look at words the same way again, just be prepared to change all of your brochures and literature afterwards.