The title of this article is the same as a famous book by
Richard Bayan that is used by marketing professionals around the world. As I was
looking through it the other day I realized that the same kinds of words could
be used in public speaking to get the same kinds of effects.
We want to sell our ideas don't we? We want to increase our
credibility don't we? We want to move people to action don't we? These are all
the things that good advertising copywriters try to do in print with their
words. Judiciously using the phrases in this book will give you a more
scientific way to accomplish the goals of your speech. You will have specific
words and word phrases to pick from to get a particular response from the
Example: Let's say you are telling the audience about a good resource that you
want them to check out. You want to persuade them to seek it out and take
advantage of it. You might turn to the Words that Sell book and go to the
"Informative" section. There you would find words and word phrases
that mean valuable and informative.
You might say :
"This resource will:
- take the guesswork out of . . .
- expand your knowledge . . .
- help to alter your perceptions of . . .
- keep you abreast of . . .
- give you new perspective
. . .
- give you the hard facts . . .
- keep you ahead of the game . . .
- enhance your technical skillsets ...
There were 33 phrases in that section alone. This book will
simplify your work especially when you are searching for just the right thing to
say to make a particular point. In addition, it is an indispensable tool to have
around when you are writing copy for your promotional material and website.