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Word Associations

Words are singularly the most powerful force available to humanity. We can choose to use this force constructively with words of encouragement, or destructively using words of despair. Words have energy and power with the ability to help, to heal, to hinder, to hurt, to harm, to humiliate and to humble.

Yehuda Berg


The quote seems a little over the top until you think back to your last five conversations. Really, take a moment to review the last five human interactions you’ve had –the place, the time, the circumstances. Was it a friend, co-worker, spouse  a prospect, or stranger? 

The common denominator for each of those interactions is the words. What makes each one of the interactions different is the way the words made you feel. 

“I’ve learned that people will forget what you said, people will forget what you did, but people will never forget how you made them feel.” Maya Angelou  

Words are material and tangible indicators of people’s thoughts. Our thoughts are electric impulses derived from stimulus given to us from the five physical senses and our emotional state and psyche at the time as speak them. Most of the time, we insightfully and thoughtfully hold our deepest, truest thoughts to ourselves and filter our words so as not to offend people at every turn.

Other times, we let our innermost thoughts – @#$%^%$ fly unfettered…you get the picture! 

Anyone ever caught you at “a bad time”? The words you speak in that moment might have been totally different fifteen minutes ago…or fifteen minutes later. You say them before you have a chance to filter them or think them through. We all know that words spoken in anger cut deep – and can’t be taken back.

Thankfully, so do words that are spoken with compassion. They can have deep impact. 

I was raised to be respectful and to watch my language and words.  As I have gotten older, I am even more conscious of the words I speak. Not because I want to be smooth and silky in my presentations to close more sales, that would be manipulation, and is disingenuous and not sustainable. 

I am now looking down each transaction much like a reporter covering a story. Twenty years ago, I would have just wanted the sale. Now, I want to understand what creates the moment of truth that turns a prospect into a clienta client into a raving fanand a stranger into a friend. 

I have known the answer all along, but I am now more conscious of it and my part in the interaction. The “secret” to closing more sales, is building better relationships and connecting at a higher level. What accomplishes that?

In a word – words. 

The next few days I will play a game with you about connecting the dots between words, emotions and the results that bring success. We will play a game of…

Word Associations!  

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Brandon L Clay

Storyteller Strategist Coach

I am a storyteller and have been using simple stories to help people see bigger possibilities for their lives. They are based on my real life experiences and I believe they will be relevant for your life, too.

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