Power Language
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Guard against prefacing your statements with “I’m so sorry but…” and your questions with “This might be a silly question, but…” We have a tendency to use these phrases to protect us in the event that what we say might not go over well. Instead of over-apologizing and qualifying our thoughts, use a softer phrase for the apology, such as “Personally, I see it this way…” to make the conversation flow more comfortably and feel more confident.
So What?
While we’re communicating that we’re trying to be in sync with our conversation partner, over-relying on apologies can make us appear overly eager, anxious or weak.
Put a fresh spin on your message by using “re” words. “Renew,” “restore” and “revitalize” have more appeal than “nostalgia” because they connote injecting new life into a previously familiar concept. Cosmetic companies, as well as political campaigns, have discovered the powerful impact of these terms to communicate “new” and “improved.”
So What?
“Re” words are powerful because they link positive associations we have from the past to promising advances in the present and future.
Limit the use of imperative sentences in your one-on-one, interpersonal communication. Imperative sentences, such as “Tell her she doesn’t have to turn in the report,” give a command or request. Instead, consider the following alternatives: 1) an interrogative sentence which conveys a polite request, as in “Would you mind telling her she doesn’t have to turn in the report?” or 2) a declarative sentence, as in “Thanks for telling her that she doesn’t have to turn in the report.”
So What?
All three sentences convey the same content message, but they convey different relationship messages. After all, parents often use the imperative form when talking to children. The implicit connection to the memory of the parent – child relationship can undermine an adult – adult relationship. Therefore, an imperative sentence may convey a more demanding tone, which could result in the audience being offended or insulted.
Don’t over-rely on grammar checkers to catch all your spelling, punctuation, grammar and style problems. Consider these sentences that “passed” the grammar checker test: “Here is my idea–four what its worth” (corrections: “Here is my idea–for what it’s worth”) and “We are establishing a $1000 scholarship for a jr. or sr. majoring in Marketing” (corrections: “We are establishing a $1,000 scholarship for a junior or senior majoring in marketing.”).
So What?
In one random test, applying the grammar and spelling checker to a Word document missed 82% of the spelling, punctuation and grammar errors. Additionally, it missed a stylistic error by not identifying an overly long paragraph (164 words) which was considerably longer than the recommended length in business writing (60-80 words).
Use more abstract language when you want to encourage creativity or give yourself some “wiggle room.” Language that is more abstract is more general, while language that is less abstract is more specific. Consider, for example, a very general statement, “Let’s get something to eat.” Decreasing the level of abstraction–in stages–might result in statements such as: “Let’s go out for dinner,” “Let’s go somewhere casual for dinner,” “Let’s go to Applebee’s for dinner.” The first statement opens up the conversation to alternatives; the last statement makes your preference clearly known.
So What?
Being more vague by using more abstract language can be used effectively if the speaker doesn’t want to commit to a particular position. Consider how effectively politicians use this strategy when they they don’t want to get boxed in to supporting a particular platform.
To explain an abstract idea, provide vivid comparisons to something familiar and concrete. Superman’s creators could have said that he is “fast and powerful!” Instead, we all know that Superman is “Faster than speeding bullet, more powerful than a locomotive and able to leap tall buildings in a single bound.”
So What?
Concrete ideas are easier to understand and remember. Additionally, vivid comparison minimize the likelihood of being misunderstood because people are more likely to interpret concrete ideas similarly.
When asking for action, use the appropriate level of politeness. For example, the following statements all convey the same content, but vary in their level of politeness: 1) “Give me a response by next week (an order)”, 2) “Please give me a response by next week (a polite order)”, 3) Responses should be given by next week (an indirect request)”, and 4) “Would you be able to give me a response by next week (a question)?” A general rule of thumb: you need less politeness when you’re asking for something routine, small or that will benefit the reader; more politeness when you’re asking for something that will inconvenience the reader.
So What?
Words convey not only a content message, but also a relationship message. The relationship message provides a signal about the interpersonal dynamics between the communicators. For example, is the dynamic more like a military general talking to a private, or is it like two generals conversing? The phrasing of the message has consequences–some of which may be unintended.
Use acronyms or initials for the names of organizations only after you have first defined them or when you’re sure they will be readily understood by your audience. For example, if you’re not sure that everyone in your intended audience knows what the SBA is, write out Small Business Administration the first time you mention it, and then shorten it when your readers have had a chance to become familiar with it.
So What?
Oftentimes, initially shortening a term is self-defeating as your readers may not be familiar with your “shortcut”. This causes them to devote more time–rather than less time–to figure out your intended meaning.
​Watch your use of jargon when communicating to your customers, clients or those outside of your department or field. The “dead cat bounce” may be great communication shorthand for investment professionals to describe a stock that’s increased in price after a rapid, steep decline, but will most likely anger many animal lovers who are not investment specialists.
So What?
Jargon is an efficient way of communicating for people who share the same language, but may be mystifying and misunderstood by those who don’t. Additionally, the audience may consider the use of technical vocabulary as “off-putting” and may think that the sender is intentionally keeping it “out-of-the-loop.”
Consider using a twist on a familiar phrase to provide a new point of view. For example, the chancellor of the University of Wisconsin-Green Bay cleverly tried to emphasize the ownership-type of relationship he is trying to foster in the community. Instead of saying the traditional “University of Wisconsin Green Bay” when referring to the institution, he refers to it as “Green Bay’s University of Wisconsin.”
So What?
This approach increases the impact of your message. Additionally, it conveys a respect for the traditions of the past while providing a fresh perspective.
Be aware of “bypassing” in your communication. Bypassing occurs when the sender and receiver “miss” each other with their meanings. For example, if you ask a group of people how often is “often,” you will very likely get different responses. To ensure that sender and receiver understand one another, ask questions and probe for the intended meaning. Also, be person-minded, realizing that when the individual says, “It never happens,” he may really mean that it happens infrequently.
So What?
Because meaning is in people, not words, people could actually think they’re agreeing with one another when they’re actually disagreeing. Alternatively, they may think they’re disagreeing when they’re actually agreeing.
If you’re trying to minimize fears when you have data to report, use percentages rather than more vivid, personal images. For example, researchers asked college students which occurrence about the incidence of cancer they found more risky: 1) one that had a chance of killing roughly 1,300 out of 10,000 people, or 2) one that had a chance of killing roughly 13% of people. The students rated option #1 20% more dangerous.
So What?
The way you talk about a risk has an enormous impact on the perception about that risk. Expressing data in percent leads to a less emotional response, because people are less likely to be able to “visualize” the actual people involved with the risk. On the other hand, imagery is more vivid with the option #1 communication, which leads to a more emotional response and perception of higher risk.
Mentally “red flag” the tendency to use “always” and “never” when you’re frustrated with someone or some occurrence. Instead of saying, “Why do you always criticize how my office looks?” try “When you tell me that my office looks like a bomb hit it, I feel hurt. It makes me feel like my character and my competence are being attacked.” Or, suggest what you would wish to hear instead, such as “It would be great to hear something like ‘I know a creative mind is at work in this office.'”
So What?
“Always” and “never” effectively communicate frustration, but the terms have several drawbacks because: 1) they suggest that it will be difficult or impossible for the other person to change behavior and 2) they invite an argument over the question of frequency, as it is seldom accurate that someone criticizes every time.
Avoid the tendency to express your ideas and beliefs as “The Truth”. For example, instead of saying, “Reading from notes when presenting is bad”, say “I believe reading from notes when presenting minimizes the connection with the audience and the opportunity to adapt to the audience’s feedback.”
So What?
Presenting your opinions as fact sounds presumptuous and leads to an atmosphere of defensiveness and resentment. On the other hand, sharing your thoughts as your opinions opens the door to a more thoughtful discussion about the issue, which leads to better understanding and decision-making.
Make sure that your language doesn’t “date” you. For example, if your coworkers are significantly younger than you, watch for the tendency to express comments such as, “I was doing this before you were born” or “We tried this 15 years ago and it didn’t work”. Focus on language that coaches rather than parents; on language that is future-focused rather than language stuck in the past.
So What?
These types of comments create a parent-child type of relationship rather than an adult-adult relationship. The phrases instantly “age” you and create more of a divide between you and younger cohorts.
Look for opportunities to use positive language, conveying what you can do instead of what you can’t do. For example, instead of saying, “You did not sign your name on the form; therefore it’s impossible to process the application”, say, “As soon as we receive the signed form, we will process the application.” Alternatively, instead of saying, “I cannot speak at your November meeting”, try using the subjunctive mood (“wish”, “would”) to “soften the blow”, as in, “I wish it were possible for me to speak at your November meeting, but…”.
So What?
This approach communicates goodwill. People will be more open to your suggestions or ideas because the language creates less defensiveness.
Use parallel form to ensure that ideas are logically connected and “stick together”. Abraham Lincoln’s much quoted, “government of the people, by the people, and for the people” displays parallelism. For example, “The goals of the project are: 1) to motivate the sales force, 2) customers can access our system easier and 3) efficient operations” can be expressed more coherently by using parallel form as in, “The goals of the project are to: 1) motivate the sales force, 2) allow customers to more easily access our system and 3) provide more efficient operations.
So What?
Using similar grammatical structure for similar ideas helps the reader understand the intended meaning by smoothly linking ideas. It also adds a nice rhythm to sentences which also enhances retention.
When communicating organizational or unit goals, use a verb to clarify the objective. For example, instead of having a goal of “High Performing Workplace”, refine this by adding a verb to communicate what you envision about the workplace. Examples might include: “Creating a High Performing Workplace” or “Sustaining a High Performing Workplace”.
So What?
The addition of a verb clarifies the goal, thus making it more likely that employees will know their role in attaining the goal. It implies action-what they can do about it–as opposed to passivity.
Check for opportunities to be more concise by avoiding unnecessary words. For example, note how “due to the fact that…” can be reduced to “because”, “in order to…” can be shortened to “to”, and “in the event that…” can be expressed as “if”. Also, note the needless repetition in expressions such as, “past history” (all history is past), “repeat again”, “plan ahead”, and “The meeting will be held at 10:00 am in the morning.”
So What?
Given the time constraints most businesspeople face, it is critical to express your point directly. The revised phrases make every word count, resulting in shorter, more direct communication.
When writing business memos and notes, use active voice when you want to stress the “doer” of the action. In other words, instead of saying, “The project was completed by our team”, consider “Our team completed the project”.
So What?
The statement is shorter, clearer and stronger. Plus, the subject (“our team”) gets credit for the action (“completed the project”).
Avoid a common tendency to use hidden verbs, which are verbs that are changed to nouns. For example, instead of saying, “Tom made an announcement that he will perform an analysis of our request”, say, “Tom announced that he will analyze our request”. Other common examples of hidden verbs include expressions such as “arrived at the conclusion”, “came to an agreement”, “made an announcement”. Instead, use “concluded”, “agreed”, and “announced” to convey the main action of the sentence.
So What?
The statements convey more action which makes them more interesting. An added benefit is that they are shorter and more direct.
Avoid a common tendency to use hidden verbs, which are verbs that are changed to nouns. For example, instead of saying, “Tom made an announcement that he will perform an analysis of our request”, say, “Tom announced that he will analyze our request”. Other common examples of hidden verbs include expressions such as “arrived at the conclusion”, “came to an agreement”, “made an announcement”. Instead, use “concluded”, “agreed”, and “announced” to convey the main action of the sentence.
So What?
The statements convey more action which makes them more interesting. An added benefit is that they are shorter and more direct.
Focus your message on what your listeners or readers want to know, how they will be affected by your message or how they will benefit from the message. For example, instead of saying, “We are opening the new bank branch in Grafton on May 15″, say, “You will be able to bank in Grafton beginning May 15″. Or, instead of writing, “Our company has six distribution centers throughout the country”, say, “So that we can get our product to you faster, our company has six distribution centers throughout the country”.
So What?
Stressing the “you” orientation maximizes the impact and persuasive power of the message. It shows that you understand that person’s situation, feelings and needs, and avoids sounding selfish and uninterested.
To avoid the clumsiness of the “he/she” phrasing in instances when the gender is unclear, consider using plural nouns and pronouns. For example instead of saying, “An accountant must pass a difficult exam before he can become a CPA”, try, “Accountants must pass a difficult exam before they can become a CPA”. An alternative is using second-person pronouns (“you”, “your”) as in, “You must pass a difficult exam before becoming a CPA.”
So What?
This is a more tactful approach that avoids offending some audience members.
​Watch for common grammar mistakes such as improper agreement between the subject, verb and pronouns. For example, “Included in this envelope is an application and fee schedule”, is accurately expressed as, “Included in this envelope are an application and fee schedule”. The statement, “An accountant must pass a difficult exam before they can become a CPA” is accurately expressed as, “Accountants must pass a difficult exam before they can become a CPA”.
So What?
Correct grammar increases the receiver’s likely understanding of the message, as well as enhancing the credibility of the sender.