Language Intelligence: Lessons on persuasion from Jesus, Shakespeare, Lincoln, and Lady Gaga [Formato Kindle]

The book promises to help us "become more persuasive, more memorable and harder to manipulate". Romm achieves this by revealing the secrets of rhetoric, the art of verbal persuasion. This isn't a book about sneaky manipulation (although there is a chapter on how to identify such attempts in order to avoid being manipulated). This is about harnessing the power of language to craft compelling, memorable and emotionally engaging communication. These are skills all communicators need to hone, particularly scientists whose nature, let's face it, is to bleed their content of any emotion or character.

The first myth that Romm debunks is the notion that rhetoric is about soaring flowery language. On the contrary, there's a whole chapter "Short words win" devoted to keeping your language simple and natural. Winston Churchill, a master rhetorician that Romm references regularly, advocates the use of "short homely words of common usage" which have power and stick in the mind. George Orwell offers a simple rule of thumb: "Never use a long word when a short one will do".

A key chapter is on repetition and begins with a quote from Frank Luntz, the political strategist who infamously (and effectively) advised Republicans on how to confuse the public about climate change. Luntz advises that you repeat your message again and again and again: when you're absolutely sick of saying it, your target audience has heard it for the first time. This is sound advice for long-term messaging but Romm also talks about repetition in the way we put our words together. One form of repetition is rhyme (if you don't repeat, you can't compete). Another is anaphora, repeating the same phrase at the start of your sentences (we shall fight them on the beaches, we shall fight them in the fields, we shall fight them in the air). One of the most popular forms of repetition is chiasmus, repeating words in inverse order (ask not what your country can do for you, ask what you can do for your country). As these iconic examples demonstrate, repetition helps messages stick.

For science communicators, I believe the most important lesson is the use of metaphors. Scientists are trained to think in the abstract while in general, people think in metaphors. It's a "Scientists are from Mars, people are from Venus" kind of thing. People conceptualize and make meaning of the world using analogies and metaphors, which transform the abstract into the concrete. Consequently, we take more notice of messages and remember them better when metaphors are used. Romm provides example after example of history's greatest communicators using metaphors to land home their message. And if you want to take it to the next level, use extended metaphors where your metaphor is adopted through a whole speech, article, political campaign, etc.

Lastly, Romm advises on how to spot someone using rhetoric to deceive or manipulate. This is just as important as understanding how to communicate better - learning how to see through misinformation and deceptive arguments. Actually, I would've liked to have seen more on this topic (I do have somewhat of an interest in the science of debunking). A key to seeing through misinformation is understanding the rhetorical techniques of misinformers, and Romm only touches the tip of the iceberg here.

Language Intelligence is extremely readable, due to the fact that Romm practices what he preaches, employing the full kitbag of rhetorical techniques that he expounds about. The principles of rhetorics are illustrated with colourful examples from some of history's greatest figures. It's not just a user manual on how to communicate but also a riveting account of the history of communication. Language Intelligence is a must-read for anyone who seeks to communicate better or safeguard themselves from rhetorical manipulation. If you're a communicator, a blogger, a public speaker or merely someone with a Twitter account, adopt this book as your user manual in how to tune up your talks, posts and tweets to maximum impact.

They know (knew) how to use rhetoric to send the strongest and longest lasting messages. Now you can learn the secrets of the great communicators such as Jesus Christ, Shakespeare, Lincoln, Lady Gaga, Winston Churchill, Bob Dylan, and others by reading Joseph Romm's latest book titled: Language Intelligence: Lessons on persuasion from Jesus, Shakespeare, Lincoln, and Lady Gaga.

Rhetoric in this case does not mean the most commonly thought of definition where you envision a political animal gushing forth with a diatribe of nonsense (picturing Rush Limbaugh now?) but instead, the more formal definition which is "the art or science of effective use of language."

Romm takes us on a history tour and shows us why the greatest communicators have been the ones that worked hardest at improving their rhetoric. I was surprised to learn that Winston Churchill in his early twenties already understood the power of effective rhetoric. (At the same age I was more concerned with finding the best price on beer and wings! Rhetoric was off my radar.) While only 22 years old, Churchill wrote a manifesto in which he said,

"The influence exercised over the human mind by apt analogies is and has always been immense. Whether they translate and established truth into simple language or whether they adventurously aspire to reveal the unknown, they are among the most formidable weapons of the rhetorician. The effect upon the most cultivated audiences is electrical...One such will make a speech or mar a measure."

The reader also learns that Lincoln studied Shakespearean orations in order to improve his speechmaking skills and would often argue for hours about the use of a single word in his or an opponent's speech.

I was quite pleased to read that Romm places Bob Dylan and Lady Gaga into the category of rhetorical genius. Dylan has been my favorite song writer since I started really listening to his lyrics as a high school student and I am a huge fan of Lady Gaga - not only because her songs are "sticky" but her message is inspiring. P-P-P-P-Poker Face. Rhetoric is a big reason why these two messengers have such a huge following.

Romm gives up his secrets in this book just like the great poker player Doyle Brunson did with his landmark Super System that changed the game of Texas Hold `em. (The book was so good that Doyle had to completely change his game because he was getting beat by 18 year old Internet players who went to school on Brunson's book.) So why is Romm divulging his secrets?

Romm is a strong advocate for immediate action to halt the oncoming freight train that is human-caused climate change. His blog, Climate Progress, is arguably the best climate-related blog on the web and there you can see how Romm uses powerful rhetoric to send his messages. Unfortunately, most scientists are hard-wired to make many of the mistakes Romm tries to steer the reader away from. On the other hand, the public relations evil geniuses that represent the fossil fuel industry have used the rhetoric playbook for years to beat our brains out on the football field that is public understanding of climate change. Romm is handing his playbook to you - climate communicators - in order to level that playing field.

Romm's book is packed with powerful advice. A few are highlighted below:

1. The title is probably more important than the content. Hey bloggers, your title is like the cover letter while your blog is the resume. A great cover letter means your resume will get a read. Bad letter = no read. Spice up those titles.
2. Keep it simple! Avoid jargon and try to use one syllable words as often as possible. I recall a phone interview I did with a reporter at The Los Angeles Times. Afterward, the reporter said, "Thank you for talking to me so even a 12 year old could understand." Big words impress few. Small words impress many.
3. Tell a story! (This is a key point made by legendary actor Alan Alda who now spends his time teaching science students how to effectively communicate.)
4. Use metaphors, similes, analogies, and irony to make your points. The brain is always trying to make connections and these rhetorical strategies help to cement those connections. Climate communicators can see many great examples at Climatebites.org.
5. Repetition, repetition, repetition. One of the quotes that really stuck with me is one from Republican strategist and no friend of climate change, Frank Luntz:

"There's a simple rule: You say it again, and you say it again, and you say it again, and you say it again, and you say it again, and then again and again and again and again, and about the time that you're absolutely sick of saying it is about the time that your audience has heard it for the first time."

Reading this book is like taking steroids. If you are not a good communicator right now, after reading this book, you will be. If you are a good communicator right now, you will become a great one! Give yourself a legal injection of powerful rhetoric - read this book.

Joe Romm has written a much needed book in these days of toxic media and polarized politics that have all but derailed needed action on the greatest challenge of our times, climate destabilization. As readers of Joe Romm's award-winning web site, Climate Progress, well know, Joe has been sharing insights about the importance of understanding the force of rhetoric and persuasion in illuminating or obfuscating understanding of a complex subject like the threat of climate weirding. The rhetoric used by climate deniers has proven very potent in confusing the public. Many of us have been awaiting for the arrival of Joe's book on rhetoric and persuasion, and it turns out to be outstanding, just like his previous books which are all packed with deft phrasing, helpful insights and suggestions, and always consummate in facts and accuracy. Joe's Language Intelligence should be used in school curricula, because an educated citizenry must be well-schooled in the tools of rhetoric and persuasion, so as to be able to discern the veneer of suggestive arguments disguising vacuous and highly misleading, inaccurate statements. And certainly any person speaking in public or in elected office should make reading this book their top priority.