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it’s not what you say, it’s what they hear

October 2013

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the challenge

+ While there have never been more ways to communicate…+ …it has never been more difficult to actually be heard

democratized information +

authority

information overload

global sales environment

historic levels of

mistrust + skepticism

institutional betrayal

fractured media

what you’re

trying to say

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Think like a wise man, but communicate in the language of the people.

+ William Butler Yeats

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language gaps

you say

language gaps

they hear

the estate taxis bad for the economy

the estate tax is for the super rich and doesn’t impact me

drilling for oil continues to be an important way to find new

power sources

drilling for oil is dangerous and environmentally hazardous

eating in moderation is important

eating in moderation is about dictating to me what I can’t eat

+ Many messages continue to be rooted in what we want to SAY, not what our audience is open to HEARING

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the right language

you say they hear instead say

the estate tax is bad and people should be

against it

the estate tax is for the super rich and doesn’t

impact methe death tax…

drilling for oil continues to be an important way

to find new power sources

drilling for oil is dangerous and environmentally

hazardous

exploring for energy…

it’s important toeat in moderation

eating in moderation is all about what I can’t eat

eating a balanced diet…

+ We help find the right language to make sure people don’t just hear what you’re trying to say – but they ACT

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language matters

+ HOW we say things defines how audiences hear us

How should the government make it easier to build new power plants?

26%

56%

67%

40%

YES

NO

YES

NO

relax government regulations

relax environmental

standards

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+ The RIGHT LANGUAGE can transform how the market looks at brands and products

“universal acceptance” 22%

“knowing my card will work whereverand whenever I want to use it”

68%

Which of the following is more important to you in a card program?

language matters

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a different approach

+ We measure second-by-second, emotional reactions to language and messaging

+ We use same approach to help news networks understand the effect of political language

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some (brief) examples

language shifts[ ]

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original Monster.com language

job board

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language shift

job matching engine

job board

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resulting work

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original Starbucks language

instant coffee

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language shift

coffee, in an instant

instant coffee

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resulting work

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original Invesco Van Kampen language

guaranteed income for life

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language shift

protected growth

guaranteed income for life

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resulting work

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original Head Start language

public spending for education

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language shift

investing in our youth

public spending for education

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impact

at a time when most education

programs suffered drastic cuts, Head

Start received nearly $1 billion

USD in additional funding

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original Microsoft language

Windows 7 has features you will love

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language shift

highlight better BASICS

highlight better FEATURES

LISTEN to what people want

DICTATE what people want

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I wish it was just faster. Easier. Simpler. I’m a PC and Windows 7 was totally my idea..

resulting work

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Conservation International language

biodiversity

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language shift

All life on earth.People and nature.

biodiversity

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other language shifts

they said we recommended

transparency clarity commitment

fraud protection zero liability guarantee

online shows webisodes

addiction abuse

cattle cows

producers farmers

moving to the cloud leveraging power of the cloud

providers doctors

globalization global mindset

scheduled maintenance ongoing maintenance

unwavering commitment renewed commitment

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New YorkWashington

LondonParis

what’s your language strategy?

Keith YazmirMD EMEA+44 (0)20 7611 3884 | +33 (0)6 30 99 44 30kyazmir@maslansky.com