Frank Luntz is a political communications consultant, pollster and pundit.
He describes his speciality as, “testing language and finding words that help clients sell their product or turn public opinion on an issue or candidate”. This guy is a great example of the power of language. For example, he’s the man behind famous phrases like deathtax, climatechange and energyexploration. He’s known for using these to replace other phrases like estate tax, global warming and oil drilling.
What’s funny is that he doesn’t come up with this stuff by himself.
Instead he uses focus groups and interviews.
During these events he simply feeds the audience phrases and watches for how they react.
It’s all about looking for the specific words that trigger emotion.
In fact, he’s quoted as saying, “80% of our life is emotion and only 20% is intellect. I am much more interested in how you feel than how you think…”
This is absolutely true.
Emotional language is the most important skill you have to master as a copywriter.
You need to learn how to appeal to the markets emotions and not their logical or critical thinking ability. This is how you develop marketing messages which resonate with people and…most importantly…get them to ACT on those messages.
Until next time,