How to Coach Yourself and Others How to Influence, Persuade and Motivate | страница 262

Chapter 8
The Rule of Verbal Packaging
The Leverage of Language
Overview
Real persuasion comes from putting more of you into everything you say.
Words have an effect. Words loaded with emotion have a powerful effect.
—JIM ROHN
Over 60 percent of your day is spent in oral communication, in which you
could be persuading, explaining, influencing, motivating, counseling, or
instructing. You can create movement, excitement, and vision with the
words you use. The right words are captivating; the wrong words are
devastating. The right words make things come to life, create energy, and
are more persuasive than the wrong words. As Mark Twain said, "The
difference between the right word and the wrong word is the difference
between lightning and a lightning bug." The bottom line is that the words
you use attract or repel your prospects.
The Rule of Verbal Packaging states that the more skillful a person is in
the use of language, the more persuasive they will be. People are
persuaded by us based on the words we use. Words affect our perceptions,
our attitudes, our beliefs, and our emotions. The words we use in the
persuasion process make all the difference in the world. Language used
incorrectly will lose the deal you might otherwise have closed. Word
skills are also directly related to earning power. Successful people all
share a common ability to use language in ways that evoke vivid thoughts,
feelings, and actions in their audiences.
Typically, news broadcasters are trained to inflect their voices downward
at the ends of sentences because doing so suggests confidence and
authority. Upward inflections tend to suggest lack of confidence and
doubt. Numerous studies have shown that a common trait of successful
men and women is their skillful use of language. This correlation has also
been manifested in their incredible ability to persuade.

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