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For Impact | The Suddes Group

Daily Nuggets: A For Impact Blog

Message is not what you say, it’s what people hear.


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.