Words are powerful and magical things.
By Michael Dalton Johnson


Words create impressions, images, and expectations. They build psychological connections. They influence how we think. Since thoughts determine actions, there's a powerful connection between the words we use and the results we get. —Nan S. Russell, founder and president of Mountain Works Communications

Most successful sales people and entrepreneurs understand that they can engage and motivate others by using positive words or powerful imagery. Simply changing or adding a few words to a statement can make it far more compelling.

"You will get a full 30 percent discount," blows away, "We are offering a 30 percent discount." However, it is far better to give an amount of money that will be saved. A percentage is an abstraction. Dollars buy lunch.

Create powerful imagery. Instead of saying to a business owner, "Your employees will really appreciate this program," consider saying with a smile, "Your employees will stand up and applaud you for giving them this program." Don't worry; the buyer will allow this bit of poetic license. Even though he knows his employees won't really stand up and applaud, the mental image of them doing so is powerful.

I had to smile when I read the creative imagery of a restaurant menu that offered, not simply "bacon and eggs" but "Two farm fresh eggs with country bacon." One description sounds a lot more appetizing than the other.

The practice of using positive words and strong imagery helps you achieve better results. This skill is developed simply by understanding and applying it. Use it with business prospects, family, and friends, and you'll begin to reap the rewards.

Words can make you or break you. Master their power.

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Excerpted from Rules of the Hunt. Available at Amazon.

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