Al Ries

Sharp Nails in our Memories

The words you choose make a difference, so pick them wisely to connect, convince and compel your audience.Words matter, and well-chosen words are remembered.

Or, as French philosopher Denis Diderot put it, "Pithy sentences are like sharp nails that force truth upon our memories."

Despite irrefutable evidence that chiseled phrases stick in people's brains, many communicators are casual or careless with the words they choose. They write as if the words on their pages will have little effect, which becomes a self-fulfilling prophecy.

Word selection demands attention to detail. Here are some of the details that require your attention: