Say This, Not This: The Words to Use and the Words to Lose

Political Communication & Campaign Strategy

• Hillary Clinton's delivery: The speaker critiques Clinton's reliance on a teleprompter and podium, noting that her eyes frequently shift between the text and the audience, creating a disconnect and perceived lack of authenticity compared to her opponent.
• Ron Paul's debate performance: A specific exchange with the "Today Show" host is labeled as ineffective, characterized by the candidate speaking over the interviewer and the host "editorializing" rather than asking a direct question, resulting in a spectacle resembling a "bickering couple."
• Ted Cruz's messaging: The phrase "Why don't they listen?" is identified as the campaign's single strongest soundbite because it resonates across party lines with the public's frustration regarding politicians' lack of engagement.
• Marco Rubio's advantage: He is described as the most effective communicator currently because his focus on the "American dream" and national exceptionalism aligns with the audience's values without the baggage of reading from notes.
• Donald Trump's populist appeal: The speaker notes Trump's advantage lies in his lack of formal education and his ability to speak without notes or a teleprompter, a trait the audience in the room perceives as an asset rather than a liability.
• Barack Obama vs. others: Obama is cited as the best teleprompter reader among political figures, whereas John McCain is described as reading a teleprompter worse than "Stevie Wonder."
• Kevin McCarthy's evolution: The former House Majority Leader is highlighted as a prime example of a politician who transformed from an average speaker to a "happy warrior" leader through positive language and the ability to listen.
• Public trust metrics: Congress currently holds a 12% job approval rating, a figure the speaker notes is lower than Muammar Gaddafi's 17% approval rating, contributing to deep national cynicism.

Corporate Communication & Branding

• Retirement language: The word "secure" is the most effective term for retirement planning, representing a desire for a "safety net" and peace of mind rather than just flexibility or happiness.
• Employee motivation: "Rewarded for hard work" is the most desired attribute from employers, with "respect" and "reward" identified as the two most critical drivers for the workforce.
• CEO vs. Entrepreneur perception: Small business owners and entrepreneurs rank highest in public trust, while CEOs are largely perceived negatively; 56% believe a CEO's first priority is profits, and nearly half believe they harm the American economy.
• Corporate Social Responsibility (CSR): Treating employees well (specifically paying a living wage) is a significantly more effective CSR message than donating to philanthropic causes, as the public judges companies by their internal treatment of workers first.
• "No Fine Print": The phrase "no fine print" is identified as a powerful tool for communicating trust and transparency, specifically countering the fear that business contracts are designed to mislead consumers.
• Forward Thinking vs. Innovation: The speaker advises companies to use the phrase "forward thinking" rather than "innovation" or "groundbreaking," as the latter terms are viewed as overused and less authentic.
• Visualizing the American Dream: Visuals depicting simple companionship (e.g., couples holding hands on a beach) resonate more with audiences over age 40 than images of luxury, wealth, or large properties.
• Healthcare imagery: The most effective visual for healthcare is a nurse holding a patient's hand, which conveys compassion and calm, whereas images of doctors in lab coats are less effective.
• Color psychology: Yellow and green are the most positive colors for communication, evoking warmth and comfort; black and white imagery is noted to trigger anxiety and fear, particularly in healthcare and financial contexts.
• Diversity and Inclusion: The most effective visual for diversity is one showing celebration and camaraderie among employees, rather than static or "corporate" interaction.
• Trust and Attire: Traditional business attire (suits) still generates the highest trust, though the gap is narrowing; however, women wearing suits are still slightly less trusted than men, a bias the speaker notes is a primary barrier to the glass ceiling.
• Language for success: Men primarily judge success by career achievements, while women primarily judge success by the health and happiness of their families; effective communication must account for these differing motivations.
• "No Excuses": This phrase is the ultimate articulation of accountability in business, signaling an absolute commitment to delivery without hesitation.
• Website design: Bank of America is cited as having one of the best websites due to its personal and human-centric approach, contrasting with "cheesy" or overly formal sites that fail to connect.
• Euphemism testing: The public prefers terms like "deep sea exploration" over "offshore drilling" and "sparkling" over "carbonated," indicating a preference for language that sanitizes or reframes industrial activities.
• Visual impact of single images: A single, emotionally powerful image (e.g., one dead seal pup) is more effective than multiple images or text for driving action on serious issues.
• Age appropriateness: Marketing must prioritize age appropriateness over race; a 21-year-old cannot connect with a 50-year-old model, regardless of shared ethnicity, because the older figure represents a "parent" generation.
• Political imagery: Ads using red, white, and blue trigger immediate dismissal in viewers who "hate politics," whereas neutral tones or non-political imagery can "sneak" the message through.
• The "Three E's": The terms "exceptional," "extraordinary," and "excellence" are identified as non-hackneyed, high-impact words for product and service messaging.
• Lifetime impact: The phrase "a lifetime of" is trending upward in business language, reflecting a consumer shift toward long-term value over short-term gains.
• Investor Relations: The speaker proposes an "investor's bill of rights" for the financial sector, articulated through the phrase "you deserve," to empower consumers and rebuild trust.

Interactive & Delivery Dynamics

• Physical proximity: The speaker argues that getting physically closer to the audience is essential for connection, noting that standing behind a podium creates a barrier that hinders credibility.
• Authenticity over technique: The speaker rejects "staged" authenticity (e.g., removing glasses to think, smoking a pipe) and prefers raw, interactive delivery that risks falling off the stage or using strong language to maintain engagement.
• Audience composition: The speaker notes that 75% of the audience accepts his unfiltered style, 20% are in the middle, and 5% actively dislike it; he accepts this ratio as a trade-off for authenticity.
• Joke tolerance: The speaker defends the use of humor and "dangerous" jokes as a uniquely American trait that prevents cynicism and engages the audience, despite the current cultural sensitivity.
• Media consumption: The speaker observes that news consumption is fragmented, with Fox viewers largely voting Republican and MSNBC viewers voting Democrat, leading to a lack of shared basic facts.
• Future language trends: Effective business language typically takes about two years to move from the speaker's predictions to common industry adoption (e.g., "independently certified").
• Baltimore/Ferguson context: The speaker attributes social unrest to a failure to listen, advocating for cross-partisan engagement (e.g., military attending peace marches) and language that unifies rather than divides.
• Question format: The speaker establishes a rule for Q&A that questions must end with a question mark and be concise to avoid derailing the presentation flow.