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In a language, different words and phrases have diferent effects on the hearer. Words that are similar in meaning do not necessarily produce the same effect. Even among words considered as synonyms, some words might be more pleasant to hear, more effective, sound more sophisticated, or simply more appropriate in a particular context. We shall call certain words that produce a better impression than their equivalent substitute, on the audience, ‘power words’. Remember that the term or definition is not grammatically or linguistically accepted, but just a phrase we use for our current discussion.

A good command of words and expressions enhances your chances of success in life. ‘If knowledge truly is power, then words are the arsenal that creates your power base,’ (Gschwandtner, G 2006, p. 135). Knowledge of words that generate a good effect on your listeners allows you to increase your power and influence over them. Knowledge of a word does not mean just being familiar with the meaning or definition of the word. You have to truly master the word: know its definitions, grammatical points, and particularly its usage in different situations. You should keep practising until you are comfortable using the word in everyday situations.

Power words are not big or obscure words that you have encountered in a few classical or rare books. Such words only confuse listeners, make you sound affected and pretentious, and make it difficult for others to clearly understand your ideas.

Power words are words that most people have encountered before and can easily understand; only they don’t use these words in their conversation. The use of these words creates a great impact on the audience, and wins for you their respect and admiration. You can convey your ideas and opinions clearly and effectively, and contribute more to a discussion in general.

Words hold immense power, especially in business environment. ‘Words deliver your promise to your customers, words define the contractual terms of contracts, and words persuade customers to buy from you and suppliers to sell to you,’ (Blain, J M 2005, p. 130). The utilisation of effective words makes you more confident, intelligent, and persuasive, and enables you to communicate efficiently, and generate an air of authority around you.

You can increase your knowledge and application of power words by listening to successful people at your place of work or from the media, from business presentations, communication documents, leading publications, and similar means. There are vocabulary development courses focusing mainly on the use of effective words and efficient communication. And, as always, there are vocabulary training software — such as Ultimate Vocabulary — and online material designed specifically for the purpose, many of them attested to by leading executives and professionals.

REFERENCES

Blain, J M 2005, The Business Voyage — Secrets of Business Success and Fulfillment Revealed, ASAP Institute Ltd., Oxfordshire, UK.

Gschwandtner, G 2006, Mastering the Essentials of Sales, McGraw-Hill, Two Penn Plaza, NY.