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Choose your words carefully.

As Marvin’s story revealed, word choice can make or break the effectiveness of your speech. In this chapter, we explained how to use language specifically to clarify your message, captivate your audience, and enhance your credibility. Key practices include understanding the denotative and connotative meanings of words, and evoking those meanings strategically. We also offered ideas for presenting your message clearly—including using understandable language and concrete words, employing words properly, and adopting concise language. And we suggested that to infuse your speech with color and evocative imagery, you can use devices such as repetition, hypothetical examples, personal anecdotes, vivid language, and various forms of figurative language. Finally, we addressed the importance of using unbiased language to show respect for your listeners. Suggestions on this front include avoiding stereotypes; using gender-neutral references; referring to ethnic groups appropriately; and avoiding references to ethnicity, religion, gender, or sexuality that are irrelevant to a point you’re making.