This is a free in-depth guide to creating communications that is clear and persuasive. Everything from strategy to messaging to framing.
Three ways research helps communication
Research is critical to persuasive communication. Rather than seeing it as an impediment, organizations should see it as invaluable.
Why the facts don’t work — a case study on climate communication
The climate movement needs to change its strategy, forget about persuading everybody, and focus on telling a story. It needs “moral genius”.
One reason this ad campaign might work
Environmental organizations often mistakenly frame nature as separate to people. This campaign avoids that mistake, but does it work?
Words that beat ‘global warming’ and ‘climate change’ — a guide
For people to care about global warming it needs to be made relevant. This guide shows the language that’s simple and uncontroversial.
The missing contenders in ‘climate change’ vs ‘global warming’ fight
The climate change vs global warming language debate ignores better words like health, pollution, creating jobs, and extreme weather
The Political Mind — George Lakoff
If Don’t Think of an Elephant! has been checked off your list, the next stop for persuasive language is George Lakoff’s The Political Mind.
Words that Work by Frank Luntz
Frank Luntz’s Words that Work is a valuable part of the toolkit for communicators. It’s full of great lessons in creating language that works.
A language case study: ‘inequality’ and ‘opportunity’
President Obama’s “opportunity agenda” is a reminder that to get to the right solutions, you first need the right language. Framing matters.
Don’t Think of an Elephant! by George Lakoff
Conservatives have dominated most debates since Nixon. George Lakoff tells us how this has happened and how progressives should respond.