How well we communicate determines success or failure in every aspect of life. The ability to effectively get a message across is learned, even if the person learning is unaware of that learning. We are not born as linguistic beings, but acquire that ability after birth, during early childhood. We hone that ability subconsciously as we engage in our social interactions, our inner dialogue typically running ahead of our overt patter by about a mile. Every now and then the message that the message is important gets out. Lately that has been in the form of memish** aphorisms, like “don’t repeat the falsehood” or “stop using their talking points” or “get a better frame!”
These bits of advice often do more damage then good. They are potentially sharp knives, or meaty mallets, or highly useful duct tape, in the tool kit of novices, but just as likely to cut or pound a finger or gum something up as to help. These bits of advice are like the tricks surgeons used to close off a bleeder or work around a key nerve without harming it. They are nice to know if you are a trained surgeon, but really not that useful if you are not. They serve mainly to make people think they are suddenly good communicators.
My advice is to either let other people do it, or to ramp it up. By ramp it up I mean don’t attend one seminar on how to communicate, but ten. Not three or four, but ten. Don’t read the first four paragraphs of a commentary on communication in The Atlantic, but read five books. Not one or two books, but five books. Or seven,even.
You need to do enough study of the matter to go through the phase when you realize you know way less than you thought.
Pursuant to this effort, I hereby recommend a few items. These are not new, but they are current. Newness is not the key to success. One of the best references in how we communicate with words is well over 2,000 years old.
Made to Stick: Why Some Ideas Survive and Others Die by Chip Heath*. Mark Twain once observed, “A lie can get halfway around the world before the truth can even get its boots on.” His observation rings true: Urban legends, conspiracy theories, and bogus news stories circulate effortlessly. Meanwhile, people with important ideas—entrepreneurs, teachers, politicians, and journalists—struggle to make them “stick.”
In Made to Stick, Chip and Dan Heath reveal the anatomy of ideas that stick and explain ways to make ideas stickier, such as applying the human scale principle, using the Velcro Theory of Memory, and creating curiosity gaps. Along the way, we discover that sticky messages of all kinds—from the infamous “kidney theft ring” hoax to a coach’s lessons on sportsmanship to a vision for a new product at Sony—draw their power from the same six traits.
How To Go Viral and Reach Millions: Top Persuasion Secrets from Social Media Superstars, Jesus, Shakespeare, Oprah, and Even Donald Trump by Joe Romm*. How To Go Viral And Reach Millions is the first book to reveal all the latest secrets for consistently generating viral online content—words, images, or videos that are seen and shared by hundreds of thousands and eventually even millions of people, something Romm and his colleagues in three different organizations achieve routinely.
The ALL NEW Don’t Think of an Elephant!: Know Your Values and Frame the Debate by George Lakoff.* Ten years after writing the definitive, international bestselling book on political debate and messaging, George Lakoff returns with new strategies about how to frame today’s essential issues.
Called the “father of framing” by The New York Times, Lakoff explains how framing is about ideas?ideas that come before policy, ideas that make sense of facts, ideas that are proactive not reactive, positive not negative, ideas that need to be communicated out loud every day in public.
The ALL NEW Don’t Think of an Elephant! picks up where the original book left off?delving deeper into how framing works, how framing has evolved in the past decade, how to speak to people who harbor elements of both progressive and conservative worldviews, how to counter propaganda and slogans, and more.
In this updated and expanded edition, Lakoff, urges progressives to go beyond the typical laundry list of facts, policies, and programs and present a clear moral vision to the country?one that is traditionally American and can become a guidepost for developing compassionate, effective policy that upholds citizens’ well-being and freedom. (NB: “All New” here does not mean all new now. It was all new a few years ago.)
** Pronoiunced “meem-ish” not “mem ish”.