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 adventurous storybook tale ( we're all a bit childish) that leads our audience to our predetermined destination.
Don't 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 compelling. Words should be leading. Words should be enriched with an irresistible call to action -- a sense of urgency. Words should touch the imagination...
Most of the best-scripted speeches and ad copy have one significant element in common: they make you see, feel , taste, touch, and smell a future so vividly that you simply must have it now. In sum, they bring the future into the present, for you to "pre-experience."
Here are several examples of word-weaving from various 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:
Wouldn't you like to buy one?
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 keep your client (who should be treated as your respected friend) company on his or her journey.
More examples?
"Thank you for investing so much of your time with me."
"Let's review this offering ( a contract!) and discuss it together in detail."
"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 imagination and creativity to help solve this mystery..."
Word-Weaving sends 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 word-weaving, the other person is never being pushed or coerced; he or she is being invited and compelled. And you are being a tour guide and companion, instead of a hawker.
You elevate yourself as well as the others listening to you when you use word-weaving. You become a host and they become guests. And that is as it should be.
Douglas E Castle [http://aboutDouglasCastle.blogspot.com]
Get MAD... Get CRAZY... Get MOVING... Get ATTENTION!
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