Using Words Effectively 12.2 241
legs. But when you think of the word table, you might think of the old oak table
your grandparents used to have; table may evoke for you an image of playing
checkers with your grandmother. This is a personal connotation of the word, a
unique meaning based on your own past experiences. Personal meanings are
difficult to predict, but as a public speaker, you should be aware of the possibil
ity of triggering audience members’ private connotations. This awareness is par
ticularly important when you are discussing highly emotional or controversial
topics.
And, finally, if your audience includes people whose first language is not
English, to whom the nuances of connotation might not be readily apparent, it
may be necessary to explain your intentions in more detail rather than relying
on word associations.
Use Words Concisely
Concise does not necessarily mean “short”; rather it means “succinct” or “to
the point.” Research suggests that people who use fewer words are perceived
by listeners as more powerful or credible, a perception that may be especially
helpful to persuasive speakers.^8 In other words, your goal should be to use only
as many words as are necessary to convey your message. Consider the following
suggestions for using language concisely.
eLiminate WorDs anD Phrases that aDD no meaning to Your
message Concise language helps your audience follow your organization
and can enhance your credibility. Here are phrases you could always eliminate
from your speech:
“In my opinion” (just state the opinion)
“And all that” (meaningless)
“When all is said and done” (just say it)
“As a matter of fact” (just state the fact)
“Before I begin, I’d like to say” (you’ve already begun—just say it)
Phrases such as these are known as clichés. A cliché is an overused expres
sion that has become meaningless and perhaps even irritating; using a cliché can
make listeners “start tuning out and completely miss the message.”^9 One recent
list of annoying clichés includes “at the end of the day,” “userfriendly,” “with
all due respect,” and “Your call is important to us.”^10 Substitute specific, concrete
words for clichés.
avoiD narrating Your sPeaking teChnique There’s no need to say,
“Here’s an interesting story that I think you will like.” Just tell the story. Instead
of saying, “I’d like to now offer several facts about this matter,” just state the
facts. Yes, it’s useful to provide signposts and internal summaries throughout
your message—redundancy is needed in oral messages—but be careful of pro
viding cluttering narration about the techniques you’re using.