My client heads the marketing/communication department of a huge hospital system. We are working on her presentation to her top administrators and physicians about their new hospital in a Dallas suburb.
She asked, “Karen, did you realize you used the word “AND”, and not the word “BUT” in our “Call to Action” at the end?
“Yes,” I said. “Try to use ‘AND’ and not ‘BUT’ in any sentence. You set yourself up for agreement vs. controversy.”
Here’s her “Call to Action” both ways. Which one do you think will get more positive traction?
“Our focus groups and research show that this ad campaign will resonate in this market. AND your support is critical in pushing this initiative forward. We ask for your support!”
“Our focus groups and research show that this ad campaign will resonate in this market. BUT your support is critical in pushing this initiative forward. We ask for your support!”
“What a great suggestion,” my client replied. “Whenever I hear the word ‘BUT’, I’m waiting for the other shoe to drop.”
This one word change creates a subtle shift of messaging… in a positive direction.
Use the word “AND” vs. “BUT” to morph potential controversy into agreement at your next board meeting, quarterly team report, or negotiating with your prospects.
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Karen Cortell Reisman, M.S., author of 3 books and President of Speak For Yourself®, works with decision makers on how to speak to make more money. It’s all in how you speak for yourself. Karen also speaks about her cousin, Albert Einstein, in a message about hope, resilience and brassieres.
Karen and her husband own Star Ranch – open for corporate retreats – 100 miles west of Dallas.
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Karen Cortell Reisman, MS, Executive Communication Author & Speaker