If You Want Your Message Heard, Lower Your Voice

Shouting is not the best way to be heard, nor is it the best way to convey passion. Raising your volume also raises people’s defenses.

The best way to get people to listen carefully is to lower your voice.

To further emphasize a statement, leave plenty of silence both before and after.

This is true in visual design as well. If you want something to emphasize a message, it needs to be surrounded by plenty of whitespace.

In both politics and corporate communications, Frank I. Luntz is a master of the art of communication. Win: The Key Principles to Take Your Business from Ordinary to Extraordinary is the result of dozens of interviews with some of the most successful business and political leaders of our time. Building on his previous bestselling book Words That Work, this book brings the focus to the style of communications, and not just the substance. Learn how effective business leaders use the power of words to win and succeed.