## Playbook: Words That Work by Frank Luntz

This playbook distills the core principles of Frank Luntz's "Words That Work, Revised, Updated Edition," focusing on how to communicate effectively by understanding that it's not what you say, it's what people hear.

WHAT (Focused Subject/Lesson/Insight/Framework): The central lesson is that effective communication hinges on choosing words that resonate with your audience's existing values, beliefs, and emotions, leading them to hear and internalize your intended message. It’s about crafting language that is persuasive, memorable, and motivates action by focusing on the listener's perspective.

WHO (Target Audience): This book is for anyone who needs to communicate persuasively and effectively. This includes, but is not limited to:

* Marketers and Advertisers: To craft compelling brand messages and advertising copy.

* Politicians and Political Strategists: To shape public opinion and win campaigns.

* Business Leaders and Executives: To articulate vision, motivate employees, and sell products/services.

* Public Relations Professionals: To manage reputation and communicate effectively with stakeholders.

* Salespeople: To close deals and build rapport with clients.

* Educators and Public Speakers: To engage audiences and ensure messages are understood and remembered.

* Anyone seeking to improve their interpersonal communication and influence.

WHY (Author's Reasoning): Luntz argues that in a world saturated with information, the words you choose are more critical than ever. Using the right words—those that connect, inspire, and reassure—can mean the difference between success and failure, whether in business, politics, or personal interactions. Misunderstanding or using language that alienates your audience leads to miscommunication, lost opportunities, and a failure to achieve your objectives. The "why" is to empower individuals and organizations to achieve their goals through the strategic use of language.

HOW (Frameworks, Processes, and Action Plans):

Luntz doesn't present a single, overarching numbered framework in the same way a business methodology book might. Instead, he offers a series of principles and rules for effective communication, which can be synthesized into actionable guidelines.

### Core Principles of Words That Work (The "How To")

These are recurring themes and actionable advice throughout the book:

1. Simplicity: Use Small Words.

* Action: Avoid jargon, acronyms, and overly complex vocabulary. Opt for words that are easily understood by a broad audience.

* Example: Instead of "utilize," say "use." Instead of "ameliorate," say "improve" or "fix."

* Success Criteria: Your message is readily grasped without requiring the audience to decipher complex language.

2. Brevity: Use Short Sentences.

* Action: Keep sentences concise and to the point. Long, rambling sentences can lose the audience's attention and obscure the main message.

* Success Criteria: Your message is easily digestible and memorable.

3. Credibility is as Important as Philosophy.

* Action: Ensure your words align with your actions and that your message is believable. Authenticity and honesty are paramount. Tell the truth.

* Success Criteria: Your audience trusts you and your message.

4. Consistency Matters.

* Action: Repeat your key messages using the same effective words and phrases. This helps with recall and reinforcement.

* Success Criteria: Your audience can easily remember and repeat your core message.

5. Novelty: Offer Something New.

* Action: Frame your message in a fresh, intriguing, or unexpected way. Use words that pique curiosity.

* Success Criteria: Your message stands out and captures attention.

6. Sound and Texture Matter.

* Action: Pay attention to the rhythm, cadence, and auditory appeal of your words. Some words simply sound better or more impactful than others. Alliteration, for example, can make phrases more memorable.

* Success Criteria: Your message is more engaging and pleasant to listen to, making it more persuasive.

7. Speak Aspirationally.

* Action: Frame your message around people's hopes, dreams, and desires. Focus on the positive future your ideas or products can help them achieve.

* Example: Instead of "reducing poverty," use "creating pathways to prosperity."

* Success Criteria: Your audience feels inspired and hopeful, connecting emotionally with your message.

8. Visualize.

* Action: Use words that paint a picture in the audience's mind. Help them "see" what you're saying.

* Example: Instead of "our product offers significant advantages," say "imagine a day where [problem] is no longer a worry because our product gives you [solution/benefit]."

* Success Criteria: Your message is more vivid, engaging, and easier to understand and remember.

9. Ask a Question.

* Action: Engage your audience by posing rhetorical questions or questions that make them think and relate the topic to their own lives.

* Example: "What if you could...?" or "Don't you deserve...?"

* Success Criteria: Increased audience engagement and personal connection to the message.

10. Context and Relevance are Crucial.

* Action: Understand the current environment, the audience's existing knowledge, and their immediate concerns. Tailor your language to be relevant to their world.

* Success Criteria: Your message resonates because it directly addresses the audience's situation and priorities.

### Luntz's Ten Rules for Effective Language (Often cited as a core framework):

While these overlap with the principles above, they are often presented as a distinct set of rules:

1. Simplicity: Use small words. (As above)

2. Brevity: Use short sentences. (As above)

3. Credibility is as important as philosophy. (As above)

4. Consistency matters. (As above)

5. Novelty: Offer something new. (As above)

6. Sound and texture matter. (As above)

7. Speak aspirationally. (As above)

8. Visualize. (As above)

9. Ask a question. (As above)

10. Explain relevance. (Similar to Context and Relevance – emphasize why it matters to them).

* Action: Clearly articulate the impact and importance of your message for the audience. Answer the "so what?" question.

* Success Criteria: The audience understands the personal or collective benefit and importance of your message.

### The "It's Not What You Say, It's What People Hear" Process:

This isn't a rigid step-by-step process but a guiding philosophy that informs how to apply the principles and rules:

1. Identify Your Audience: Deeply understand who you are trying to reach – their demographics, psychographics, values, fears, and aspirations.

* Tools/Resources: Surveys, focus groups (Luntz is famous for these), demographic data, social listening.

2. Determine Your Core Message: What is the single most important thing you want your audience to take away?

3. Test Your Language (Crucial Luntzian step):

* Action: Before widespread use, test different words and phrases with a sample of your target audience to see which ones resonate most effectively and achieve the desired understanding and emotional response.

* Tools/Resources: Focus groups, A/B testing (for written content), dial testing (for spoken content, measuring real-time reactions). Luntz uses his "Instant Response Dial" sessions extensively.

* Metrics: Audience recall, emotional response (positive/negative), clarity of understanding, persuasiveness, likelihood to act.

4. Choose Words That Connect Emotionally: People are often moved more by emotion than by logic alone. Use words that evoke the desired feelings (e.g., hope, security, pride, anger at injustice).

* Examples provided throughout the book: "Death tax" vs. "estate tax," "energy exploration" vs. "drilling for oil," "climate change" vs. "global warming" (depending on the desired nuance and audience).

5. Focus on Benefits, Not Just Features: Explain how your product, idea, or policy will improve the lives of your audience.

* Example: Instead of "Our software has a new user interface," say "Our new software makes it easier and faster for you to get your work done."

6. Use "ImagiWords": Words that create a better future, a better America, a better world.

* Examples: Imagine, Dream, Believe, Hope, Opportunity, Common Sense, Results.

7. Avoid Words That Distance or Blame:

* Action: Steer clear of language that creates an "us vs. them" mentality or makes people feel defensive. Avoid overly corporate or bureaucratic language.

* Examples of words to be cautious with or avoid (depending on context): "Bureaucracy," "federal government" (can be negative for some), "control," "demands."

8. Reframe the Debate: If the existing terms of a discussion are unfavorable, introduce new language that changes the lens through which the issue is viewed.

* Example: Shifting from "welfare" to "assistance for those who have fallen on hard times" or "investment in people."

9. Personalize It: Use language that makes the issue or message feel personal to the listener. "You" and "your" are powerful.

10. Provide a Call to Action (Implicit or Explicit): Your words should ultimately lead the audience toward a desired action, whether it's buying a product, supporting a cause, or changing a behavior.

### Specific Tools, Templates, or Resources Mentioned:

* Focus Groups and Dial Testing: While Luntz doesn't provide a DIY guide to his specific, sophisticated methods within this book, he constantly emphasizes their importance as his primary tool for discovering "words that work." The concept is the resource: testing language is paramount.

* Lists of "Words That Work" and "Words That Don't Work": Throughout the book, Luntz provides numerous examples of specific words and phrases that have tested well (or poorly) for various situations, industries (e.g., healthcare, finance, environment), and political contexts. These lists serve as a valuable resource.

* Example Categories: Words of praise vs. criticism, words that sell, words that lead.

* Case Studies: The book is rich with real-world examples and case studies from Luntz's work with corporations and political campaigns. These serve as templates for thinking about how to apply the principles.

### Time Estimates for Implementation:

* Luntz doesn't provide specific time estimates for "implementing" his advice in a project management sense. The process of finding the right words is iterative and depends on the complexity of the message, the scope of the communication campaign, and the resources available for testing.

* Finding the right words can be quick if you draw on existing knowledge and his examples.

* Thorough language testing (e.g., organizing focus groups) can take days or weeks.

* Integrating this approach into your overall communication strategy is an ongoing effort, not a one-time task.

### Metrics or Success Criteria Mentioned:

Luntz emphasizes that the success of words is measured by their impact on the audience:

* Persuasion: Does the language move people to agree with you or take your desired action?

* Metrics: Polling data (changes in opinion), sales figures, conversion rates, votes.

* Recall: Does the audience remember your message?

* Metrics: Message recall surveys, ability of audience members to repeat key phrases.

* Clarity: Does the audience understand your message as intended?

* Metrics: Comprehension tests, feedback from focus groups.

* Emotional Response: Does the language evoke the intended emotions?

* Metrics: Feedback from dial testing, qualitative feedback from focus groups, sentiment analysis of public commentary.

* Action: Does the language lead to the desired behavior?

* Metrics: Click-through rates, sign-ups, donations, policy changes, consumer behavior shifts.

* Believability/Credibility: Does the audience find your message trustworthy?

* Metrics: Trust ratings, public perception audits.

By focusing on these "how-to" elements, professionals can move from simply conveying information to truly connecting with and influencing their target audience, achieving the outcomes Luntz champions in "Words That Work."

—-

Okay, here is the actionable playbook derived exclusively from the HOW section of the Frank Luntz "Words That Work" summary.

## Words That Work: Actionable Playbook

### 1. 🚀 QUICK-START IMPLEMENTATION (5%)

* One Thing That Works: The Simplicity & Resonance Test

1. Simplify: Take one sentence from your current communication (email, presentation, etc.) and rewrite it using smaller words and shorter structure.

2. Aspirate & Visualize: Ask yourself: "Does this revised sentence connect with my audience's hopes and help them see the benefit?" Adjust if not.

3. Quick Test: Share the original and revised sentence with one colleague and ask which is clearer and more impactful.

* Do This Now: Identify one piece of jargon you frequently use. Spend 2 minutes brainstorming three simpler alternative words or phrases.

* First Win Checkpoint: Within 24 hours, successfully rephrase one key message for an upcoming communication to be simpler and more audience-focused, and get positive feedback on its clarity from at least one person.

### 2. CORE FRAMEWORKS & TOOLS (30%)

#### Framework 1: Luntz's 10 Rules for Effective Language

* Name: The 10-Rule Message Enhancer

* ⏱️ Time Required: Standard (5-15 min per message)

🔄 *Visual Flow:**

Draft Message → Apply 10 Rules Filter → Test Key Phrases → Refine Message

* Implementation Guide:

* Action Plan:

1. Draft your initial message or statement.

2. Review it against each of the 10 rules below.

3. Specifically check for Simplicity (small words) and Brevity (short sentences).

4. Ensure it speaks Aspirationally and helps the audience Visualize.

5. Consider if adding a Question would increase engagement.

6. Verify Credibility, Consistency, Novelty, Sound/Texture, and Relevance.

7. Identify 1-2 phrases to test with a small audience sample if possible.

* Tools/Resources: 10-Rule Checklist Template

| Rule | Check (✓) | Notes/Revisions Needed |

|------------------|-----------|------------------------------------|

| 1. Simplicity | | |

| 2. Brevity | | |

| 3. Credibility | | |

| 4. Consistency | | |

| 5. Novelty | | |

| 6. Sound/Texture | | |

| 7. Aspirational | | |

| 8. Visualize | | |

| 9. Ask Question | | |

| 10. Explain Relevance| | |

* Contextual Examples:

* Personal: Rewriting an email to a school principal about a concern:

* Before: "It is imperative that the administration undertakes a comprehensive review of the pedagogical efficacy of the current curriculum's systemic approach to student engagement."

* After (applying rules): "Are our children truly engaged by the current lessons? I hope we can look at how to make learning more exciting and relevant for them. Clear, effective teaching helps them succeed."

* Professional: Refining a product description for a website:

* Before: "Our innovative solution leverages synergistic paradigms to optimize workflow efficiencies."

* After (applying rules): "Imagine finishing your tasks faster, with less stress. Our new tool helps you do just that. Ready to simplify your workday?"

* Audience Fit: Anyone crafting any form of communication, from emails to speeches to ad copy.

* Metrics:

* Leading Indicators: Message drafts are actively checked against the 10 rules; team members begin questioning jargon use.

* Lagging Indicators: Improved clarity scores in feedback; higher engagement rates with communications; increased message recall by the audience.

* ✅ Verification Checklist:

1. You have used the 10-Rule Checklist for at least 3 different communications.

2. You can identify at least 2 rules that consistently lead to significant improvements in your messages.

3. Others have commented on the improved clarity or impact of your communication.

#### Framework 2: The Emotional Connection & Benefit Focus

* Name: Audience Resonance Builder

* ⏱️ Time Required: Standard (10-15 min per message strategy)

🔄 *Visual Flow:**

Identify Audience Needs → Brainstorm Emotional Triggers → Frame Benefits (Not Features) → Craft "ImagiWords" Message

* Implementation Guide:

* Action Plan:

1. Define your target audience: What are their core hopes, fears, and aspirations related to your topic?

2. Brainstorm words that connect with these emotions (e.g., "security," "opportunity," "peace of mind," "frustration," "dream").

3. List the features of your product/idea. For each feature, translate it into a direct audience benefit (How does it improve their life?).

4. Incorporate "ImagiWords" (e.g., imagine, dream, believe, hope) to paint a positive future.

5. Draft message components focusing on these emotional connections and benefits.

* Tools/Resources: Benefit Converter & ImagiWord List Template

Benefit Converter:

| Feature (What it is) | Benefit (What it does for them) | Emotional Connection Words |

|------------------------------|-----------------------------------|----------------------------|

| e.g., Software has 24/7 support | e.g., You get help anytime, day or night, so you're never stuck. | Security, peace of mind |

| | | |

ImagiWord Starter List: Imagine, Picture this, What if, Hope, Dream, Believe, Opportunity, Success, Achieve, Brighter Future, Common Sense, Results, Solution.

* Contextual Examples:

* Personal: Encouraging a friend to join a fitness program:

* Focus: Instead of "It has 5 classes a week and a great trainer," say "Imagine feeling more energetic every day and finally achieving that health goal you've been dreaming of. You'll have the support you need to make it happen."

* Professional: Marketing a financial planning service:

* Focus: Instead of "We offer diverse investment portfolios," say "Let us help you build a secure future for your family, giving you peace of mind and the opportunity to live your dreams."

* Audience Fit: Marketers, salespeople, leaders, anyone needing to persuade or motivate.

* Metrics:

* Leading Indicators: Message drafts clearly articulate benefits over features; positive emotional language is consistently used.

* Lagging Indicators: Increased conversion rates; higher audience engagement (e.g., more questions about benefits); positive testimonials mentioning emotional impact.

* ✅ Verification Checklist:

1. For a key message, you've translated all features into clear audience benefits.

2. You have incorporated at least two "ImagiWords" into the message.

3. Feedback suggests the message resonates emotionally with the target audience.

### 3. TACTICAL DECISION-MAKING SYSTEMS (15%)

#### System: The "What People Hear" Language Test

🔄 *Process Flow:**

Identify Core Message → Draft 2-3 Variations Using Different "Words That Work" Principles → Test with Representative Audience Sample → Analyze Feedback for Clarity, Emotion & Persuasion → Select & Refine Winning Language

* Decision Points & Steps:

1. What is the single most important idea to convey? (If unclear, pause and define).

2. Draft Variation A: Focus on Simplicity & Brevity.

3. Draft Variation B: Focus on Aspirational Language & Visualization.

4. Draft Variation C: (Optional) Focus on a different Luntz principle (e.g., Novelty, Ask a Question).

5. Select Test Audience: Minimum 3-5 people matching your target audience profile. (If not possible, use colleagues who can adopt the persona).

6. Present Variations: (One at a time, or allow comparison). Ask:

* "What is the main point of this message?" (Tests Clarity)

* "How does this message make you feel?" (Tests Emotion)

* "Which message is more convincing, and why?" (Tests Persuasion)

* "Which message would make you want to learn more or act?"

7. Analyze Feedback: Does one variation consistently perform better on key criteria? (If mixed, identify strong elements from each to combine).

8. Refine: Polish the chosen language based on feedback.

* Time-Based Variations:

* ⏱️ Quick (<5 min): Test variations on one trusted colleague, focusing on gut reaction to clarity and impact.

* ⏱️ Standard (5-15 min per reviewer): Informal testing with 3-5 people (as above).

* ⏱️ Deep (>15 min per reviewer, plus setup): Structured mini-focus group or survey with more detailed questions. Luntz uses dial testing for real-time reactions to longer messages.

* Templates:

Mini-Message Test Log Template:

|-------------------|--------|------------------------------|-----------------|-----------------------------|-----------------|

| A: Simple/Brief | 1 | | | | |

| B: Aspirational | 1 | | | | |

| A: Simple/Brief | 2 | | | | |

| B: Aspirational | 2 | | | | |

* Conditional Paths:

* If for internal communication: Focus testers on clarity and buy-in.

* If for sales/marketing: Focus testers on persuasion and call to action.

* If for crisis communication: Focus testers on credibility and reassurance.

### 4. CUSTOMIZATION MATRIX (10%)

| Dimension | Adaptation Guideline | Example |

|-------------------|--------------------------------------------------------------------------------------------------------------------|--------------------------------------------------------------------------------------------------------|

| Audience Type | | |

| Analytical | Prioritize Credibility and clear Relevance. Use precise benefits. | Present data-backed benefits rather than purely emotional appeals. |

| Emotional | Emphasize Aspirational language, Visualization, and connection to values. | Use storytelling and words that evoke feelings of hope, security, or excitement. |

| Busy/Executive | Extreme Brevity and Simplicity. Lead with the core benefit or action immediately. | "Key outcome: [Result]. Action needed: [Request]." |

| Context | | |

| High-Stakes | Triple-check for Credibility. Test language extensively if possible. Avoid ambiguity. | Political debate: Every word choice is critical and tested. |

| Informal | Maintain principles but allow for more colloquial sound and texture. | Team update: Can be less formal but still clear and benefit-oriented. |

| Sales/Persuasion| Maximize Aspirational messages, Visualization, strong Call to Action, and clear Benefits over Features. | Product pitch: Focus on how the product transforms the user's experience. |

| Message Goal | | |

| To Inform | Focus on Simplicity, Brevity, Clarity. | Explaining a new company policy. |

| To Persuade | Use all 10 rules, with emphasis on Aspirational, Visualize, Relevance, Credibility. | Convincing investors to fund a project. |

| To Reassure | Emphasize Credibility, Consistency, simple and calm language. | Addressing concerns during a company change. |

### 5. COMMON PITFALLS & FIXES (10%)

#### For Framework 1: Luntz's 10 Rules

🚫 *Pitfall:** Believing your "insider" language or jargon is understood and impressive.

* Warning Sign: Audience looks confused, asks basic clarification questions, or disengages.

* Fix: Actively solicit feedback from someone outside your immediate field/team. Use the "explain it to a smart 12-year-old" test.

* Prevention: Create a "Jargon Jar" - team members put a dollar in when they use unnecessary jargon in internal meetings.

🚫 *Pitfall:** Focusing on what you want to say, not what the audience needs to hear.

* Warning Sign: Low engagement, message doesn't lead to desired action.

* Fix: Before drafting, write down: "What is my audience's biggest concern/desire related to this topic?" and "What is the one thing I want them to do or feel?"

* Prevention: Always start message prep with an audience persona review.

#### For Framework 2: Emotional Connection & Benefit Focus

🚫 *Pitfall:** Listing features instead of benefits.

* Warning Sign: Audience asks "So what?" or doesn't see the personal relevance.

* Fix: For every feature listed, explicitly write "This means that for you..." or "The real advantage of this is..."

* Prevention: Use the Benefit Converter template consistently.

🚫 *Pitfall:** Inauthentic emotional appeals.

* Warning Sign: Audience seems cynical or distrustful of the language.

* Fix: Ensure emotional language is grounded in genuine benefits and relatable scenarios. Test for authenticity.

* Prevention: Align chosen emotional words with true audience needs, not manipulative tactics.

#### Troubleshooting Template: Message Misfire Review

1. Identify Problem: What specific negative outcome occurred? (e.g., Low email open rate, poor survey response, confused questions after presentation).

2. Revisit Audience: Did I accurately assess their needs/perspective?

3. Revisit Rules: Which of Luntz's 10 Rules might have been violated? (Especially: Simplicity, Brevity, Relevance, Credibility).

4. Seek External Feedback: Ask someone (ideally from target audience) to review the failed message and explain what they heard or felt.

5. Action for Next Time: Identify 1-2 specific changes to your process (e.g., "Always test subject lines," "Simplify technical terms more aggressively").

### 6. IMPLEMENTATION ROADMAP (30-DAY PLAN) (20%)

* Daily Micro-Actions (First Week):

* Day 1 (5 min): Re-read the "10 Rules." Pick ONE rule to focus on today in all your communications.

* Day 2 (10 min): Take a recent email you sent. Rewrite it to be 20% shorter and use simpler words.

* Day 3 (5 min): Identify one "ImagiWord" (e.g., "imagine," "opportunity") and try to use it authentically in a conversation or message.

* Day 4 (10 min): Think of one product/service/idea you talk about. List one feature and convert it into three distinct audience benefits.

* Day 5 (5 min): Ask one person for feedback on the clarity of a sentence or short message you crafted.

* Day 6 (10 min): Listen actively in a meeting/conversation for jargon. Note 2-3 examples and think of simpler alternatives.

* Day 7 (15 min): Review your week. Which principle was easiest/hardest to apply? Pick one communication for next week and plan to apply 3 Luntz rules to it.

* Weekly Focus Areas (Weeks 2-4):

* Week 2: Focus on Simplicity & Brevity. Actively try to shorten all emails and use the simplest words possible. Get peer feedback on at least two messages.

* Week 3: Focus on Aspirational Language & Visualization. Practice reframing messages to focus on positive outcomes and paint a picture for the audience. Test one such message.

* Week 4: Focus on Relevance & Testing. Before sending any important communication, explicitly ask "Why does this matter to them?" Conduct a Mini-Message Test (from Tactical Systems) for one key message.

* Specific Measurement Checkpoints:

* Day 7: Note at least 3 instances where you actively changed your word choice based on Luntz's principles.

* Day 14: Successfully rewrote 2 important communications applying Simplicity & Brevity, with positive feedback.

* Day 21: Crafted and shared one message that clearly used Aspirational language and Visualization.

* Day 30: Conducted at least one Mini-Message Test and used the results to refine your communication. Increased confidence in choosing words that work.

* Calendar Template Snippet (Example):

|---------------|---------------------------------------|--------------------------------------|-----|------------------------|

| 12:00 PM | | Action: Rewrite Email (10 min) | | |

| 3:00 PM | | | | |

* Resistance Plans for Common Obstacles:

* "I don't have time for this": Start with the 2-minute "Do This Now" or 5-minute micro-actions. Even small changes have impact.

* "My industry requires complex language": Challenge this. While some technical terms are needed for experts, ensure the core message and benefits are always clear. Strive for clarity first.

* "Testing messages is too much effort": Use the Quick <5 min version of the "What People Hear" Language Test. Even one person's feedback is better than none.

* "I forget the rules": Print the 10 Rules and keep them visible. Focus on one rule per day or week.

### 7. TECHNOLOGY INTEGRATION & TEMPLATES (10%)

* Recommended App Types for Frameworks:

* Word Choice & Simplification:

* App Suggestion: Hemingway Editor (hemingwayapp.com) or Grammarly (for simplicity, clarity, conciseness checks).

* Use: Paste text to identify complex sentences, passive voice, and excessive adverbs.

* Message Testing & Feedback:

* App Suggestion: Simple survey tools (Google Forms, SurveyMonkey free tier), or even shared documents (Google Docs with comments) for asynchronous feedback. Email for direct outreach.

* Use: Share message variations and collect structured feedback using the Mini-Message Test Log.

* Note-Taking & Word Lists:

* App Suggestion: Evernote, Notion, OneNote, Apple Notes, Google Keep.

* Use: Create lists of "Words That Work" and "Words That Don't Work" for your specific context. Keep your Benefit Converter templates.

* Templates (Directly in Playbook):

1. Word Choice Comparison Table:

|--------------------|-----------------------|-----------------------|----------------------------|

| e.g., Utilize | Use | Employ | Use |

| | | | |

2. Audience Benefit Focus - Quick Prompt:

* My message is about: _______________

* For my audience, the key problem this solves is: _______________

* The main feeling I want them to have after hearing this is: _______________ (e.g., hopeful, understood, confident)

* The ONE thing I want them to DO is: _______________

* The simplest way to say my core point is: "_____________________________" (Aim for <10 words)

* Visual Mockups of Digital Implementations:

(Conceptual - as text cannot generate true visual mockups)

* Mockup 1: Hemingway Editor Usage

* Imagine a split screen. Left side: your original complex sentence. Right side: Hemingway Editor highlighting long sentences in yellow, very hard sentences in red, adverbs in blue, passive voice in green. Below, readability grade.

* Mockup 2: Google Form for Message Testing

* Question 1: "Please read Message A: [Text of Message A]"

* Question 2: "What is the main idea of Message A?" (Short text answer)

* Question 3: "How does Message A make you feel?" (Multiple choice: Hopeful, Confused, Interested, Skeptical, etc.)

* (Repeat for Message B)

* Question X: "Which message is more persuasive? Why?"

* Notification and Reminder Systems:

* System: Use your existing calendar or to-do list app.

* Daily: Set a recurring daily task/reminder at the start of your workday: "Words That Work: Apply [Rule of the Day/Focus Area]."

* Weekly: Schedule a 15-minute block on Friday afternoon or Monday morning for "Weekly Word Review & Message Prep" (review learnings, plan next week's focus from roadmap).

* Project-Based: Before starting any major communication task (presentation, important email, proposal), set a reminder: "Pre-Flight Check: Run through Luntz's 10 Rules & Benefit Focus."

Smart Brevity