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Consider
New Phraseology Tongue Twisters May Help |
Tip
#3-01
Jan. 2003 |
Take what you know about words being misused. You can remember other peoples' and your own oral gaffes and Mrs. Malaprop's malapropisms. Where would the humor lie in politics if it were not for the verbal lunacies from too-serious republicans and politically too-correct democrats? We tend to notice errors and nonsense.
Now imagine that commonly seen and heard words can shoot through the brain without registering. They are instantaneously recognized in context or pattern and do not make it through to the conscious brain. The brain produces such quick reactions to something it is—or believes it is—familiar with. The brain is very efficient that way. Why waste time?
To win with even common words, change their juxtaposition. Example: Alter a common phrase such as "features and benefits" and turn it around to "benefits and features." "Features and benefits" is the wrong order anyway (form follows function); the tongue must re-learn to pronounce the two words in their new order; the listener's ear must stop and think momentarily to register and make sense of what was said. "Benefits and features." You can get little or no impact with one phrase and big impact with the other. It is the sequence and order of the words that can (or cannot) penetrate the brain's own efficiencies. And I haven't even begun with dyslexia, intonation, volume and pitch variations!
Little things mean a lot… much more than people give them credit for. Start with phraseology, add your own style, and you will become a really effective communicator.
Questions? Email jhmco@melchinger.com
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