Whether you’re conducting a sales or customer service call, motivating participants in a workshop, or delivering a keynote address, your success as a business owner is defined by your ability to persuade with clarity and passion. In fact, you might say thatdoing business is synonymous with effective communication. According to Harvey MacKay, author of the book Swim With the Sharks, “The No. 1 skill most lacking in business today is public speaking…the ability to present oneself.” If you want to stand out from the crowd, get in front of better prospects, you need to polish your communication and persuasion skills.

Throughout history, our most admired leaders (who like great business owners are great communicators) are remembered primarily for their ability to instill courage and inspire confidence. Just think how different this world might be without the calming reassurance of FDR’s fireside chats or Churchill’s defiant eloquence. President Kennedy once remarked that Winston Churchill had the ability to take the English language to war. Churchill clearly understood the power of words and said that he had the English language deep in his bones. He would spend hours at a time rewriting and rehearsing his speeches and as a result, Churchill galvanised a nation with his words.

The success of your business is directly linked to your ability to communicate and persuade. The better you communicate your services in the market, the more you will be called upon to speak. If you want to focus attention and gain consensus, paint word pictures.

In her book, Knockout Presentations, Diane DiResta suggests using vivid language, “Metaphors transport the listener to a different dimension. They grab hold of the mind and stimulate the imagination. The brain thinks in pictures, not words.” Analogies, metaphors, stories and anecdotes all work together to help you create vivid word pictures to keep your clients and potential clients, emotionally involved.

Psychologists tell us that we are born into one of four primary temperament styles (DISC); aggressive, expressive, passive or analytical. Each of these four styles requires a different approach and communication strategy. For example, words that would appeal to a person with the aggressive style may alienate and actually destroy rapport with the passive style and vise versa.

If a business owner is to influence others, he or she must be able to quickly and accurately recognise each of these distinct behavioral styles and adapt accordingly. During your next presentation, make an effort to identify the temperament style you’re presenting to and use as many of these emotionally charged words as possible.

The aggressive, bottom line Worker style is results oriented: They ask “what” questions. Workers value achievement and fear loss of control. When presenting to this buying style use these words:

Control – Flexibility – Work – Bottom line – Power – Challenge – Speed – Money – Functional – Results – Goals – Options – Hands on – Quickly – Freedom – Immediately

The expressive, emotional Talker style is people oriented: They ask “who” questions. Talkers value recognition and fear loss of prestige. When presenting to this buying style use these words:

Fun – Entertaining – Creative – Friendly – Simple – Incredible – Exclusive – Improved – Prestige – New – Ultimate – Spontaneous – Exciting – Enjoyable – Cash – Adventure

The passive, harmonious Watcher style is service oriented: They ask “how” questions. Watchers value appreciation and fear conflict. When presenting to this buying style use these words:

Support – Service – Family – Harmony – Dependable – Caring – Cooperation – Helpful – Easy – Sincere – Love – Kindness – Concern – Considerate – Gentle – Relationship

The analytical, cautious Thinker style is quality oriented: They ask “why” questions. Thinkers value accuracy and fear being viewed as incompetent. When presenting to this buying style use these words:

Safe – Scientific – Proven – Value – Learn – Guaranteed – Save – Bargain – Economical – Quality – Logical – Reliable – Accurate – Perfect – Security – Precise – Efficient

Over time marketing researchers have consistently found that certain “magic words” used in phrases and combinations were so compelling that sales followed the ads just as predictably as spring follows winter. Here are some power phrases that will create interest, generate enthusiasm and motivate people to take action!

Guaranteed success – Live your dreams – Fast, easy access – Unlock your potential – Accept no substitute – Time tested – Go with a winner – The results are in – Extra savings – One-stop shopping

While it might be perceived that some are born with a silver tongue, most people, like Churchill, have to work at developing their communication skills. Developing the ability to speak with power and passion takes time and effort to master, but it will pay off in big dividends in building a successful business.


At More Profit, Less Time, our success is measured by the growth of your business.

We help you achieve more profits, with more flexibility and less stress – a sustainable, successful future for your long-term business growth.

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