The words we use and the way in which we use them can have a huge impact on how we are perceived by our audience. As Mark Twain said, "The difference between the right word and the wrong word is the difference between lightning and a lightning bug."

The airline industry has some good examples of creative packaging, too: "delayed" instead of "late" and "flotation device" instead of "life preserver." If we examined other industries, the list could go on and on. You can take a cue from these industry giants by employing a bit of your own verbal packaging. That is, it would be a great idea for you to develop your own list of words and phrases that are relevant to your industry or topic. That way, you will have alternatives in your persuasive toolbox for words that may be jarring or have negative connotations. Other ways you can make your language more effective are to use words like "we" and "us" more. That way, you can engage your audience and create a cooperative, "we're in this together" feel to your presentation.

You might also consider making your language verb-oriented. Doing so gives your speech a feeling of energy, momentum and vitality. When you're really trying to paint the picture and help your prospects feel like they're in the actual situation you're describing, use vivid language. Lastly, as a generally rule, and particularly when you're trying to get a key point across, always lean toward being concise rather than verbose. If you can get the point across in five words instead of ten, then don't complicate your message by trying to be flowery and clever. Chances are people will start thinking about how pretentious you are rather than focusing on the point you're trying to get across. As we were discussing in relation to structuring your message, it holds true here as well that clear and concise are your safest bets.

Kurt Mortensen

Kurt W. Mortensen is one of America's leading authorities on persuasion, motivation and influence. Kurt spent 15 years researching personal development and motivational psychology and is currently a professor on the university level. He offers his speaking, training, and consulting programs nationwide, helping thousands achieve unprecedented success in business and personal endeavors. Kurt is author of Maximum Influence, an Amazon.com bestseller and is endorsed by Stephen R. Covey, Brian Tracy, Robert Allen, and Mark Victor Hansen.

?This is truly remarkable information,? said Dr. Stephen R. Covey, Author of The 7 Habits of Highly Effective People. ?It is based on solid scientific research and extensive field experience. It contains unbelievably comprehensive and fresh new angles and insights to persuasion, using immensely practical examples.?

"This is a great,? said Brian Tracy, Author of Advanced Selling Techniques. ?Magnetic Persuasion shows you how to immediately influence and persuade other people in every area of your life."

Mortensen received a bachelor?s degree in Communications/Advertising from Brigham Young University in 1992 and an MBA in Marketing and Consumer Behavior from the University of Pittsburg in 1993. He presented on the speaking circuit with Brian Tracy, Dennis Waitley, and Les Brown.

He teaches that success in every aspect of life depends on the ability to persuade, motivate, and influence others. He combines scientific research with real-world studies to provide the most authoritative and effective arsenal of proven techniques for persuading, influencing, and motivating others.

?Kurt has provided the most complete work on persuasion and influence I have ever read,? said Robert G. Allen, Author of Nothing Down, Multiple Streams of Income, and The One Minute Millionaire. ?Nowhere in persuasion literature have I ever seen the art and science broken down into such thorough and easy-to-understand concepts, covering every aspect of persuasion imaginable.?

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