More from the book Words That Work by Frank Luntz. Dr. Luntz ends his book with 21 words and phrases that he predicts will be relevant in media messages over the next two decades:
These words cut to the heart of Americans’ most fundamental beliefs and right to the core values that do not change no matter how we vote or shop, or what delivery devices we use to play music, in the year 2020…
- Imagine (allows personal definition)
- Hassle-free (we want it to work!)
- Lifestyle (self-defined and aspirational)
- Accountability (provides what is promised)
- Results/Can-do Spirit (the bottom line)
- Innovation (imagining the future)
- Renew, Revitalize, Rejuvenate, Restore, Rekindle, Reinvent (takes the best of the past and applies it to the present and future)
- Efficient/Efficiency (getting more for less)
- The Right To… (is essential)
- Patient-centered (places the focus on us not the corporation)
- Investment ( responsible handling of resources; “spending” can appear wasteful)
- Independent (No ties or conflict of interest)
- Peace of mind (a positive state vs. “security” which implies having to be on guard)
- Certified (official guarantee)
- “All-American” (pride rather than patriotism; more weight placed on by older population)
- Prosperity (sense of overall well-being and wealth)
- Spirituality(implies morality and seriousness without going into particular denominations)
- Financial security (cautious about change and protective of what is; can maintain)
- A Balanced Approach (rejects radicalism)
- A Culture of… (lends weight to a subgroup)
All of these words produce some form of emotion in the message’s recipient. In our abbreviated, high-speed world, we want guarantees and the ability to visualize the outcome. It is interesting that the word “imagine” is so strong but it makes sense. In our visually-driven world, we want to “see”. When we imagine we can personalize the message specifically for ourselves.
Good phrases to keep in mind whether producing media or just attempting to persuade someone in conversation.