Frankshare Luntz part 1

Frank Luntz is a pollster and communications expert whose work with political campaigns and major corporations have had a big impact on contemporary American life. Luntz's book "Words That Work" should be read by all of us who make our living through communication. Over the next few days I will share my thoughts on Frank Luntz's "10 Rules for Successful Communication"

Rule # 1 Simplicity
Use small and simple words. In our industry it is particularly important to avoid jargon. You customer may not know the meaning of "ROP", "Process Color" or "Column inch." Many people may not want to ask you to explain as they do not like to admit their ignorance. Never use terms or words a typical sixth grader would understand.

Rule #2 Brevity
To hold the customer's attention use short simple sentences. These are easy to understand and will give the customer an opening to express themselves. A sales presentation should be a conversation not a lecture. Use the sentence structure that you would use when talking with a friend.

More of Frank Luntz's wisdom tomorrow.

Keep Smiling, Keep Selling!

Thanks Jim B.