Message is not what you say, it’s what people hear.
This nugget is adapted from the book title: Words that Work. It’s not what you say, it’s what people hear, by Frank Luntz.
There are a lot of ways to process this nugget. However, we use it most when we’re trying to create a funding message. Typically, a team starts by assembling words into flowery prose. They’re too focused on arranging their own words. It’s often helpful to throw all that out… start with a blank sheet of paper and ask, “What do you want the prospect to HEAR?”
Often, we’re looking for the prospect to HEAR that we SAVE, CHANGE, or IMPACT lives.
