Life offers an abundance of choices in every aspect.

The array of choices can be very vast. At times, you have to stop and ponder which one you really want or need. In many instances, after making a choice, you are confronted by another array of sub-choices.

The simple act of shopping for a pair of shoes has to pass through the process of making choices. First of all, you make a choice of which shoe store to visit. After making a choice, you enter a shoe store. Upon entry, you are likely to be welcomed by a sales clerk.

After the usual courtesy, you are bombarded with a series of questions. Questions like what kind of shoes you’re looking for. After you say so, it will be followed by questions such as what size, width, color, etc. While leading you to shelves of shoes on stock, you do a round of self-questioning on which pair appeals to your taste, style, and of course, budget.

The same thing is true when it comes to convincing people. You will be confronted by a choice of words to use to get your message across clearly, effectively, and persuasively. Choosing the right words can determine the success or failure of your intended objective.

Words can be appealing or appalling. How the recipient perceives a word can also depend on the recipient’s mood, condition, and sensitivity.

Say for example, in the company you work for, there’s a campaign to ask for blood donors to help a blood bank. If the bulletin announcement tells would-be donors that there’s a bloodletting activity scheduled for so and so, it is likely to attract less people. It feels as if you are compelled to donate blood.

Reword the announcement into ‘Your blood can save a life’ provides an emotional appeal. The improved version makes you feel needed and encourages you to donate blood willfully. Even if you are apprehensive to do so, especially when you are a first time donor, your tendency to be charitable prevails over your apprehension.

Words have a way to persuade or dissuade by helping set the mood to make the person more agreeable to your proposition. Author Hal Urban conducted a test using two sets of words.

Included in his first set of words are the following: jail, riot, terrorist, gloomy, forbid. Stop for a moment and examine your mood. Proceed to his second set of words: friend, kindness, peace, baby, blessed. Compare the two sets of emotions conjured from these sets of words. Words can indeed set the mood.

In your choice of words, the target audience is also an important factor to consider. In fashion, if your intended market is the rich and famous, the clothes you create should be centered on glamour and sophistication. Your marketing strategy can play up words such as ‘one-of-a-kind’ and ‘exclusive.’ Price would likely be insignificant.

Advertising is one profession where the choice of words is so important. Choosing the right words can determine a boom or doom. A message can be projected in different ways, even if the message means the same thing. The way words are projected can shape the future of a product (and even the company!).

A word need not be complicated or flashy to make it impressive. Oftentimes, a combination of the simple words packs the most powerful push to persuade consumers into buying a certain brand. How can you resist patronizing from establishments with slogans such as “Just do it,” “Coke is it,” “Billions served,” and “International Bestseller?”
 
Simple yet meaningful words bring in sales that keep the cash registers ringing. No wonder the advertising field is one of the most sought-after, fought-after battlegrounds. Advertising is just one of the vast array of fields where you can learn the language of persuasion.

Everyday, everyone is faced with having to choose the right words. There are persuasive words for different people on different occasions. Respect the power of words. Choose wisely.

In the words of Buddha, “Words have the power to destroy or heal. When words are both true and kind, they can change our world.”