Omigawd, What Did I Just Say?!
Author: Kim Klaver
Author: Kim Klaver
Have you ever been surprised when you're telling about the
business, and suddenly the other person asks you, "Is this one
of those things?" Or "Is this a pyramid?"
Did you know it's probably something you said or showed them
that triggered that image for them? Here's a way to avoid
tripping yourself up with the words you use (or show) when
you're talking about the business or product.
According to linguist and now political consultant George
Lakoff, all words evoke certain images, or other knowledge. He
refers to this as words evoking "frames" - shortcuts that help
one relate what's being said to what we have in our minds
already, our worldview so to speak.
"Don't think of an elephant!" he challenges his students, in a
book by the same name. And what do the students unwittingly do?
In fact, cannot help BUT do? Yep. Promptly envision that big
beast with the long trunk and big ears.
Lakoff notes how former President Nixon did himself in with the
masses of "undecideds" when he spoke to a national TV audience -
with one line:
"I am not a crook."
Does anyone besides me remember that? Upon hearing that,
everyone, says Lakoff, immediately thought about him as a
crook.
MORAL: To "argue" or discuss something with the "other" side,
says Lakoff, do NOT use their words, because that evokes THEIR
images, not yours. And that's exactly what you don't want to
do. Instead, you need words that evoke YOUR model of the thing
you're discussing - your idea of what this busines or product
is.
First list of 5 things never to say ever again.
Ahem. Don't fall over when you see these...just stop using them
now that you know what they evoke in the minds of others...and
that it isn't what you want, like Lakoff points out.
1. "It's not selling." OR "We don't sell." (That one is both a
lie, AND it immediately evokes whatever selling means to the
other person, anyway.)
2. "It's not a pyramid." Evokes yes, the thing.
3. "It's not mlm." Evokes it.
4. "It's not about throwing them up against the wall and see
who sticks." Evokes it.
5. "It's not a get rich quick program." You guessed it. Evokes
the very thing.
Those are the obvious ones. So do not use words or phrases that
you do not want to evoke in the mind of the listener.
Second list of 5 things never to say - the more subtle ones.
1. It's easy, anyone can do it.
2. Everyone will want the product, it sells itself.
3. This is the best company out there
4. You can make big money fast.
5. All you have to do is go to your friends and family.
First, all of these are false. (The 95%+drop out rates is
enough evidence of that.) But being false is enough reason not
to repeat them, isn't it?
But there are two more downsides. First, those who fall for
them are inexperienced in business, or are having a weak mental
moment. They drop out soon enough, leave with a bad taste, and
become one of the multitude of the "biased against."
Second, those with ANY real business experience, whom you DO
want, will just laugh and know that yes, it's one of those
things, and you're one of those people.
Evoke: To call to mind by naming, citing, or suggesting: songs
that evoke old memories. Dictionary.com
About The Author: Kim Klaver is Harvard & Stanford educated.
Her 20 years experience in network marketing have resulted in a
popular blog, http://KimKlaverBlogs.com, a podcast,
http://YourGreatThing.com and a giant resource site,
http://BananaMarketing.com
business, and suddenly the other person asks you, "Is this one
of those things?" Or "Is this a pyramid?"
Did you know it's probably something you said or showed them
that triggered that image for them? Here's a way to avoid
tripping yourself up with the words you use (or show) when
you're talking about the business or product.
According to linguist and now political consultant George
Lakoff, all words evoke certain images, or other knowledge. He
refers to this as words evoking "frames" - shortcuts that help
one relate what's being said to what we have in our minds
already, our worldview so to speak.
"Don't think of an elephant!" he challenges his students, in a
book by the same name. And what do the students unwittingly do?
In fact, cannot help BUT do? Yep. Promptly envision that big
beast with the long trunk and big ears.
Lakoff notes how former President Nixon did himself in with the
masses of "undecideds" when he spoke to a national TV audience -
with one line:
"I am not a crook."
Does anyone besides me remember that? Upon hearing that,
everyone, says Lakoff, immediately thought about him as a
crook.
MORAL: To "argue" or discuss something with the "other" side,
says Lakoff, do NOT use their words, because that evokes THEIR
images, not yours. And that's exactly what you don't want to
do. Instead, you need words that evoke YOUR model of the thing
you're discussing - your idea of what this busines or product
is.
First list of 5 things never to say ever again.
Ahem. Don't fall over when you see these...just stop using them
now that you know what they evoke in the minds of others...and
that it isn't what you want, like Lakoff points out.
1. "It's not selling." OR "We don't sell." (That one is both a
lie, AND it immediately evokes whatever selling means to the
other person, anyway.)
2. "It's not a pyramid." Evokes yes, the thing.
3. "It's not mlm." Evokes it.
4. "It's not about throwing them up against the wall and see
who sticks." Evokes it.
5. "It's not a get rich quick program." You guessed it. Evokes
the very thing.
Those are the obvious ones. So do not use words or phrases that
you do not want to evoke in the mind of the listener.
Second list of 5 things never to say - the more subtle ones.
1. It's easy, anyone can do it.
2. Everyone will want the product, it sells itself.
3. This is the best company out there
4. You can make big money fast.
5. All you have to do is go to your friends and family.
First, all of these are false. (The 95%+drop out rates is
enough evidence of that.) But being false is enough reason not
to repeat them, isn't it?
But there are two more downsides. First, those who fall for
them are inexperienced in business, or are having a weak mental
moment. They drop out soon enough, leave with a bad taste, and
become one of the multitude of the "biased against."
Second, those with ANY real business experience, whom you DO
want, will just laugh and know that yes, it's one of those
things, and you're one of those people.
Evoke: To call to mind by naming, citing, or suggesting: songs
that evoke old memories. Dictionary.com
About The Author: Kim Klaver is Harvard & Stanford educated.
Her 20 years experience in network marketing have resulted in a
popular blog, http://KimKlaverBlogs.com, a podcast,
http://YourGreatThing.com and a giant resource site,
http://BananaMarketing.com
