“So speak to influence. Don’t speak to call a flower yellow. Speak to breathe spirit into an idea, to be enthusiastic, to convey emotion, to influence. This is the only way to have impact with your unique creativity.”
Our words are our tools for expression and understanding. Words create commonalities and transcendent appreciation. Words turn strangers in to friends.
Salespeople (hell, anyone who cares about being understood) must appreciate that brilliantly selected words are persuasive and transformative. The ordinary becomes the extraordinary. The invisible becomes visible. Words are deeds when well-selected.
Amazing words bring products to life. They bring Life to life!
Choose your words carefully, edit them mercilessly, use as few of them as possible, but use the best. Yessir.