In messaging, branding, buzzing, promotion, publicity, and in the closing of actual contracts or sales, Word Weaving is the ultimate critical art to master. Words are not to be dropped. Words are to be woven into an interesting, spellbinding, story (we're all a bit childish) that leads our audience to our predetermined destination. Don't merely speak in two dimensions. Words are to be woven into three dimensions so that they activate other senses, deeper and more compelling than simple intellect. Words should be emotionally compelling. Words should be engaging and leading. Words should touch the imagination...
If your discussion must be, of necessity, a staccato exchange, try to use your precious time and limited words to convey an emotion-invoking picture. In a brief conversational exchange, this is very challenging, but is a skill worth cultivating. It is best to frame your conversation in the form of leading questions.
Here are several examples of staccato word-weaving (which might be a Lingovation) from various TNNWC discussions and dialogues which I have either been a party to or to which I have been a witness (trying my best to hide my smile):
DO NOT SAY:
The Price is going up. You should buy it now.
SAY:
Wouldn't you enjoy owning one?
DO NOT SAY:
Let's have a meeting about it.
SAY:
Why don't we make some time to explore this together?
DO NOT SAY:
You'll find some great tools here.
SAY:
You'll discover some amazingly useful tools here.
Your words should, as they are spoken, conjure up the image of an adventure with your role being not as a salesperson, a boss or a commander; no, you are merely a helpful guide or escort to accompany your client (who should be treated as your respected friend) on his or her journey. To generalize: Don't be a pedagogue. Be an engaging tour guide, and ask questions of your audience to place them more firmly and meaningfully into the decision making process.
More examples?
"Thank you for investing so much of your time with me. I know how busy you must be...but just think of the possibilities here..."
"Let's review this offering (a contract!) and discuss it together in detail. The more questions you ask, the better I'll be able to help make this happen for you."
"I am facing a a challenging problem; it really has me perplexed -- I believe that you might be one of the only people with the expertise, imagination and creativity to help solve this mystery..."
Story-Telling and Word-Weaving send your audience, prospect or person of interest on an adventure, and it turns the mundane or threatening into a challenging, exciting quest (think of Don Quixote). With the artful use of vision-inducing, stimulating language, the other person is never being pushed or coerced; he or she is being invited and compelled. And you are being a trusted aide and companion, instead of a hawker.
You elevate yourself as well as the others listening to you when you use story-telling and word-weaving. You become a host and they become guests. And that is as it should be. Being polite and complimentary, as long as you are being sincere, are the proverbial icing on a delicious cake. What's your favorite flavor? Describe it to me ---
Douglas E Castle
MAD MARKETING TACTICS™ !
Get MAD... Get CRAZY... Get MOVING... Get ATTENTION!
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