The Language of Trust by West Scott & Maslansky Michael

Author:West, Scott & Maslansky, Michael
Language: eng
Format: epub

The words chosen here are al designed quite intentional y to drive credibility. I have bolded the key words. Here is why they were used:

• “Partnerships”/“come together.” When it comes to solving big problems, the public feels strongly that partnerships are much more likely to succeed than individuals. By tapping into the “best and brightest scientific minds” (you can use superlatives when talking about other people!), this company is focused on getting to the right answer whether or not it does it themselves. The public is much more likely to believe that a group of organizations wil figure out a solution than that a single organization can do so.

• “No one company.” Here our client is purposely limiting expectations. Rather than making bold promises about the great chal enges that it wil overcome on its own, it is saying that it can only be part of the solution. That it wil play its role, but others are needed. This language is not only humble; it increases the credibility of the communicator.

• “We know biofuels aren’t perfect right now.” Here is an example of acknowledging weakness. In this case, there are so many critics of existing types of biofuels that it was necessary to be open about the downsides of the technology it is talking about. By getting on the same side of the line as their critics, the company created an opening to take the conversation further and talk about the reasons for continued investment in this imperfect technology.

• “More investment and more research”/“continue.” These phrases emphasize that building better technologies is a process—that it wil take work and resources—and that the company is committed to that effort. This is an example of forward-looking language that demonstrates that the company is not happy with the status quo.

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