A client was struggling. In the midst of a major charity promotion, listeners simply were not responding. They were convinced it was a bad idea, would never reach their goals, and had chosen the wrong charity. We dug into the campaign and in the process learned the source of the problem. It was their choice of words.

In this article, I share how the choice of words changes the meaning and impact of everything that happens on-air. Including:

  • How psychological studies shine a light on effective phrasing for radio stations.
  • How to fix poor listener reaction with a few changes in phrasing.
  • Proof that choice of words is critical.
  • A dramatic demonstration that shows how simple changes make a large impact.
  • How to use colorful, emotional words to drive response.

Choice Of Words