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"It's not what you say - it's what they hear" by Keith Yazmir, ICCO Summit 2013
The document discusses the challenges of communication in a world with information overload and a fractured media landscape, highlighting the importance of using the right language to ensure messages are heard and acted upon. It emphasizes that effective messaging must focus on the audience's perceptions rather than the speaker's intentions, providing examples of successful language shifts in various contexts. Additionally, it underscores the need for a strategic approach to language in branding and political communication.
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"It's not what you say - it's what they hear" by Keith Yazmir, ICCO Summit 2013
- 1. 1 October 2013 it’s notwhat you say, it’s what they hear .
- 2.
- 3. 3 + While therehave never been more ways to communicate… + …it has never been more difficult to actually be heard democratized information + authority fractured media information overload institutional betrayal global sales environment what you’re trying to say historic levels of mistrust + skepticism the challenge .
- 4. 4 Think like awise man, but communicate in the language of the people. + William Butler Yeats .
- 5. 5 + Many messagescontinue to be rooted in what we want to SAY, not what our audience is open to HEARING you say they hear the estate tax is 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 eating in moderation is important language gaps drilling for oil is dangerous and environmentally hazardous eating in moderation is about dictating to me what I can’t eat language gaps .
- 6. 6 + We helpfind the right language to make sure people don’t just hear what you’re trying to say – but they ACT 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 me the 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 to eat in moderation eating in moderation is all about what I can’t eat eating a balanced diet… the right language .
- 7. 7 + HOW wesay things defines how audiences hear us How should the government make it easier to build new power plants? relax government regulations relax environmental standards 56% YES NO YES NO 40% 26% 67% language matters .
- 8. 8 + The RIGHTLANGUAGE can transform how the market looks at brands and products Which of the following is more important to you in a card program? “universal acceptance” 22% “knowing my card will work wherever and whenever I want to use it” 68% language matters.
- 9. 9 + We measuresecond-by-second, emotional reactions to language and messaging + We use same approach to help news networks understand the effect of political language a different approach .
- 10. 10 [ language shifts ] some (brief)examples .
- 11. 11 job board original Monster.comlanguage .
- 12. 12 job board job matchingengine language shift .
- 13.
- 14. 14 instant coffee original Starbuckslanguage .
- 15. 15 instant coffee coffee, inan instant language shift .
- 16.
- 17. 17 guaranteed income for life originalInvesco Van Kampen language .
- 18. 18 guaranteed income for life protectedgrowth language shift .
- 19.
- 20. 20 public spending for education originalHead Start language .
- 21. 21 public spending for education investingin our youth language shift .
- 22. 22 at a timewhen most education programs suffered drastic cuts, Head Start received nearly $1 billion USD in additional funding impact .
- 23. 23 Windows 7 has featuresyou will love original Microsoft language .
- 24. 24 highlight better FEATURES DICTATE what peoplewant highlight better BASICS LISTEN to what people want language shift .
- 25. 25 I wish itwas just faster. Easier. Simpler. I’m a PC and Windows 7 was totally my idea . . resulting work .
- 26.
- 27. 27 biodiversity All life onearth. People and nature. language shift .
- 28. 28 they said we recommended transparency claritycommitment 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 other language shifts.
- 29. 29 what’s your languagestrategy? Keith Yazmir MD EMEA +44 (0)20 7611 3884 | +33 (0)6 30 99 44 30 kyazmir@maslansky.com New York Washington London Paris .