Well, there was a lot on the line. Under attack from Germany, Britain was fighting for its survival, and somehow, someway, Churchill had to find a way to inspire his countrymen to greatness.
He chose words. Or, to be more accurate, power words.
Each underlined word makes the audience feel something.
In this case, Churchill intermixes words that cause fear, such as “struggle,” “tyranny,” and “terror,” with words that cause hope, such as “strength,” “God,” and “victory.” The last, in particular, is repeated over and over, practically drilling the emotion into the minds of the audience.
It’s no accident.
Power Words = Emotional Words Packed with Persuasion
Smart speakers, as well as their speechwriters, sprinkle their speeches with carefully-chosen power words drenched in sensory details, drawing the audience from one emotion to another as skillfully as any novelist or screenwriter.
And it goes beyond speakers and storytellers.
Emails, resumes, blog posts, sales copy, and proposals are all designed to influence the reader in some way. You want to pass along information, yes, but you also want the reader to feel a certain way about that information.
via smartblogger.com
Want to get read? Make your readers FEEL.
