Words That Work: It's Not What You Say, It's What People Hear (II)

Trust and Emotional Connection

• Current trust in corporations is at a record low, with only 21% believing companies care about people like them and only 11% trusting CEOs.
• Trust levels in the business community are now lower than the 18% approval rating Gaddafi held in Libya before his fall.
• Corporate communication should prioritize "trust" over "brand," defined by the speaker as a human connection rather than a manufactured label.
• Successful advertising (e.g., Google, Jeep) relies on emotional resonance and human nature rather than purely factual arguments.
• Visuals that show people connecting or families (e.g., a father catching a child) generate significantly higher emotional engagement than product shots.

Language and Framing Shifts

• The phrase "If you remember only one thing" is the most effective verbal trigger for ensuring audience retention of key messages.
• Business leaders should avoid the title "CEO" as it connotes profit and negativity; "Business Leader" is preferred for its association with the future and positive values.
• "Hardworking taxpayers" is a more unifying phrase than "middle class," as 60% of Americans identify with the former while only 44% identify with the latter.
• "Economic growth" should be replaced with "healthy economy" to align with public sentiment, as the latter implies working, good, and sustainable systems.
• "Relaxing government regulations" is accepted by over 60% of respondents, whereas "relaxing environmental standards" is rejected by 56%, despite describing the same policy.
• "Death tax" triggers stronger negative reactions than "estate tax," and "drilling for oil" is more unpopular than "exploring for energy."
• "Capitalism" evokes images of greed, while "economic freedom" resonates with Main Street and small business values.

Public Values and Expectations

• The top five priorities for Americans are: more choices, fewer hassles, more money, more time, and "no worries."
• Men ranked "more money" as their top priority, while women prioritized "time" and "no worries."
• 72% of Americans believe the future will be tougher than the present, creating a collective fear regarding retirement and financial stability.
• Republicans focus on universal values (country, integrity), while Democrats focus on individual values (finances, safety), reversing traditional political stereotypes.
• The public values "peace of mind" over "security," defining the former as not needing protection and the latter as having a fence or gun.
• The concept of the "good life" is subjective; defining it as "Imagine the good" allows the audience to project their own aspirations rather than the speaker's.

Communication Strategies and Tactics

• "Accountability" is the single most requested attribute from financial services leaders, followed closely by "fierce integrity."
• Commitment letters should be titled "My Commitment" rather than "Letter to Shareholders" to emphasize personal responsibility over corporate policy.
• "No surprises" is a key message for financial stability, as the public is fatigued by instability in employment and markets.
• Mission statements created by consultants are distrusted; a living "mission" driven by individual values and "independent certification" is preferred.
• The word "but" is identified as a critical communicative failure, as it negates all preceding positive statements (e.g., in Obama's speeches).
• "Problem solvers" are valued more by the public than "visionaries," as they represent tangible, actionable results.
• Storytelling that places the audience in the role of a "victim" of a larger system is a powerful narrative tool for building connection.

Specific Industry and Issue Applications

• Gun Control: Messaging should frame the issue around preventing unstable or mentally unfit individuals from accessing firearms, rather than broadly restricting rights.
• Domestic Violence: The most effective phrase is "If you think you should leave, leave now," emphasizing immediate action upon the decision to leave due to high danger.
• Healthcare (Epilepsy): Reducing stigma requires personalizing the narrative by showcasing individuals who have overcome the disease and achieved success.
• Travel/Tourism: Ads showing a woman in a hammock with the ocean and sky generate the strongest desire for travel; open space communicates relaxation better than crowded scenes.
• Employment: Visuals of collaboration and colleagues celebrating work perform better than images of individuals working alone in offices.

Forward-Looking Statements and Predictions

• The speaker predicts that the divide between Republicans and Democrats will worsen if core values are not addressed, as both sides have become ideologically separated on fundamental beliefs.
• The speaker anticipates that the business community must become more involved in public discourse to counteract the rising distrust in political leadership.
• Future success for businesses depends on shifting from "process-driven" to "customer-driven" metrics and communicating "measurable results" to rebuild credibility.
• The speaker asserts that countries with shared economic interests (e.g., McDonald's) are less likely to go to war, highlighting the strategic value of global business integration.

Audience Interaction and Observations

• During a live poll, 2% of the room identified as wealthy, while the vast majority identified as "hardworking taxpayers."
• The speaker noted that only a small fraction of the audience correctly identified gender differences in public priorities (money for men, time for women).
• The speaker emphasized that 12% of men are red-green colorblind, urging presenters to use colors like yellow, green, and blue for hopeful imagery rather than red/green.
• The audience was challenged to stop using "metrics" in favor of "results" language, as the public finds the former abstract and the latter tangible.