Re-reading Dan Gardner’s ‘Risk’ I am reminded of the importance of framing issues in a way the audience can best understand your case. As an aside, it helps if you don’t piss them off.
I’ve worked all sides of the table, from the EP to the Commission, and been a lobbyist for industry and NGOs. Very early on the importance of framing and the language you use became obvious.
I’ve been in meetings when NGOs and industry use language that not only just does not work, but it is often been counterproductive. Every time the speaker seems oblivious that they are not just missing the mark but they are irritating the person they are trying to persuade.
There is a particular genre reserved for the misogynist. They are a hopeless case and should not be allowed out in public. There may be a gentlemen club’s somewhere to park them, but don’t let them out to speak on your behalf.
It’s strange that there are always keywords that just shut down conversation and dialogue. A few days ago I mentioned a phrase that summarised a position on a key issue. The indignant facial response from the listener was clue enough for me to change tack immediately. There was no point labouring the point and inflicting self-harm.
I’ve always sat back in wonderment when people have gone in full throttle and poured out their heart on an issue without a care in the world as to what impact their words would with the audience. I’ve seen senior officials change their position from support to opposition. I’ve seen MEPs change their vote from yes to no after being barraged with the wrong words.
Instant cognitive conversion therapy
It’s clear that from Gardner’s work, that you can adapt your language, and make it an instrument for persuasion. Frank Lutz and others have helped us all to better understand the importance of the words we use.
Yet, whilst this switch is not hard to make, it is clear that after 20 plus years in Brussels, the ideas of Gardner and Lutz are for many at best seen as novel and mystical, and for most deeply suspect.
I can only guess that there is a mental block on transitioning from one narrative (that most accept is not working) to a narrative and framing that influences and persuades.
Until there is a form of cognitive conversion therapy treatment that works after one session, a lot of words will be used with little or no positive impact.
And, even if this offer existed, most would not use it.
In the meantime, if you want to use words that work, read Gardner and Lutz.