I am continually surprised at how widespread the perception is that our economy is in a complete nosedive, despite much evidence to the contrary. I recently saw a poll in which 12 percent of Americans said that we are currently in a depression, not just a recession.

If I were an insurance salesman — any type of insurance at all — I would like to find those 12 percent. I think they would be terrific customers.

Another reason why even if the economics are off, the biggest driver is the perceptions. If you are a marketer, a real estate or mortgage marketer especially then it is crucial to use languaging that shifts those perceptions.

Some great samples of how to do this is:

Frank Luntz is the guy who saved the Republicans in the 90′s with the Contract with America movement. In a PBS interview he says something interesting:

80 percent of our life is emotion, and only 20 percent is intellect. I am much more interested in how you feel than how you think. I can change how you think, but how you feel is something deeper and stronger, and it’s something that’s inside you. How you think is on the outside, how you feel is on the inside, so that’s what I need to understand.

A recen tleak from Gopac shared Newt Gingriches skill at transformative language.
Optimistic Positive Governing Words

Use the list below to help define your campaign and your vision of public service. These words can help give extra power to your message. In addition, these words help develop the positive side of the contrast you should create with your opponent, giving your community something to vote for!

share, change, opportunity, legacy, challenge, control, truth, moral, courage, reform, prosperity, crusade, movement, children, family, debate, compete, active(ly), we/us/our, candid(ly), humane, pristine, provide, liberty, commitment, principle(d), unique, duty, precious, premise, care(ing), tough, listen, learn, help, lead, vision, success, empower(ment), citizen, activist, mobilize, conflict, light, dream, freedom, peace, rights, pioneer, proud/pride, building, preserve, pro-(issue): flag, children, environment; reform, workfare, eliminate good-time in prison, strength, choice/choose, fair, protect, confident, incentive, hard work, initiative, common sense, passionate

Motivational guru Tony Robbins teaches how Transformative Vocabulary can move ourselves and others.

Another master of the language was Bill Clinton. He also is a master at evoking empathetic emotions. Many see his blunder of the language in his darkest hour he uttered the words,” It all depends on what the meaning of is, is”. This to some is his legacy. While many however, flew to his rescue despite his clear obfuscation of the truth under oath. Emotionally, they were still moved by the President.

I have mentioned characters from various political backgrounds. Instead of worrying about the politics, realize their objective. That is to influence. As Robbins says these techniques have been used by Hitler and Stalin as well as Kennedy and Reagan. The lesson is that they move people to change their feelings. And as Luntz teaches this is everything.

Something also useful here is a recent interview with the President of Realtor.com. The headline states

Realtor survey shows pent-up demand for homes

The story gets a bit more balanced in the interview but look at that headline. Perception is Reality.

What kind of headlines are you publishing? Are you subconsciously a purveyor of doom and gloom. In affect taking part in an industry wide self flogging? Or are you helping to make a real perceptual change in the marketplace? In other words, are you part of the problem or are you part of the solution?

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