Words That Work.

According to Dr. Frank Luntz, author of the book Words That Work:  It's Not What You Say, It's What People Hear, there are 10 rules of effective language.  I offer these sound communication tips here:

Use small words

Use short sentences

Consistency matters:  it creates credibility

Offer something new

Sound and texture matter:  Alka-Seltzer's famed Plop, plop, fizz fizz

Speak aspirationally:  Martin Luther King Jr's speech "I have a dream"

Help the reader visualize:  i.e., Lexus's slogan, "The relentless pursuit of perfection"

Ask a question

Provide context and explain relevance:  American Express's campaign, "Don’t leave home without it"