When radio personalities spend most of their prep time gathering content or trying to coming up with a clever exit, they miss an opportunity to inspire listeners. Choice of words impacts listener behavior as much or more than any other aspect of storytelling.
That’s because words can be either factual or emotional. they can persuade or inform. Words make us feel or cause us to ignore.
You probably know that intuitively, but there’s proof in how phrases directly influence how a message is received.