The Ten Most Persuasive Words in the English Language: How to Wow Part II

Cole explained why telling a story in your pitch can help you achieve what you want.

“In so many situations, if you ground your answer to a question (or a pitch) in a story, you are much more likely to stay on message and avoid what I call ‘useless modifiers’. Some examples include ‘It’s incredible! It’s amazing!’ These statements aren’t memorable and they don’t convey anything. Studies have shown that people remember stories for longer periods of time, that people trust them more and repeat them more accurately.”

It’s hard to argue with that type of support.

So what else can inventors do to make a lasting impression?

“We are often so excited or so committed to talking about our ideas or services that we forget to consider the interests and needs of the people we’re presenting to. When we forget, it makes it hard for them to hear us. They are thinking instead, “Why am I here? What’s in it for me?”

Cole often uses Duncan Hinds cake mix marketing as an example. When Duncan Hinds was first putting together its cake mix, they made a conscious decision to have the home baker add the egg. It was a marketing choice. It allowed the woman or man to say, “I baked! I contributed!”

“You need to walk into every meeting and let the person to whom you’re pitching how they can contribute to your success. For example, you might say, ‘We know you’re the people who funded ____ idea. That was visionary. Few people take risks, but you do. We have that quality in common.’ You’ve given them an egg – they are now priding themselves on being risk takers and know what they have to offer you,” Cole reveals.

If they’ve haven’t gotten an egg, they haven’t got a hook.

Cole also provided some powerful words to use during such pitches or interviews.

“Yale College published a list of the most persuasive words in the English language. They are, in order, as follows. You, money, fame, new, results, health, easy, safety, love, discovery, proven, guarantee. The more you can make a discussion about “them”, the better. And the more you use all of these words (focusing on a few, obviously), the better. Understand what hooks people.”

Listen to Stephen Key Interview Frances Cole Jones

Read Part I of this interview

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