Language Intelligence: Lessons on persuasion from Jesus, Shakespeare, Lincoln, and Lady Gaga by Joseph J Romm

Author:Joseph J Romm [Romm, Joseph J]
Language: eng
Format: mobi
ISBN: 9781623452278
Publisher: CreateSpace
Published: 2012-07-31T14:00:00+00:00

All the world’s a stage the dogs of war

jealousy as the green-eyed monster in my mind’s eye,

to wear my heart upon my sleeve a tower of strength

the milk of human kindness vaulting ambition

There is a tide in the affairs of men the world’s mine oyster

who steals my purse steals trash music as the food of love

Good talkers far outnumber great speechmakers in part because good talkers tend to be highly verbal people with a strong ability to make remarks that are pleasing to the ear. They are not necessarily so talented at persuading those who learn better with their other senses. Language intelligence means being able to persuade all types, not just the highly verbal, but also, for instance, the highly visual, who make up a large portion of our population. Metaphors are one of the best ways to verbally connect to visual people, and those with high language intelligence are good at painting pictures with words—the green-eyed monster that is jealousy.

Metaphors aid in memory a second way: They require the hearer or reader to think more, to light up more brain circuits, to figure out the connections and what they mean. As one study of “Figures of Rhetoric in Advertising Language” put it (in muddy jargon that no ad writer would use), “Effortfully processed information is more readily retrieved from memory than less effortfully processed information.”117 That is, the more involved you are in decoding a message, the more it sticks (Budweiser is “the King of Beers,” Chevy trucks are “Like a Rock”).

Ideally, a metaphor will make you think and at the same time create a visual image that connects to something already residing in your memory, such as the image of sheep being herded and blindly following a shepherd.

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