Those who prefer their English sloppy have only themselves to thank if the advertisement writer uses his mastery of the vocabulary and syntax to mislead their weak minds. – Dorothy L. Sayers, “The Psychology of Advertising” (1937)

You’ve probably heard the phrase “Knowledge is power.” We’ll take it one step further, and state that “Knowledge of vocabulary is power.” If you know the right words to use in any given situation, you’ll have control over the conversation, and will be able to influence and persuade others to share your point of view. Politicians, preachers, and poets all carefully choose the words they use, to maximize their impact, to infer meanings that are not stated out loud, and to make people believe what they say.

Maximize the impact of your words. By having a working vocabulary that’s rich in descriptive terms, synonyms, and antonyms, you’ll be able to pick the words that will have the most meaning for your audience. You’ll know which words to use to add color and interest to your speech, and give it the “punch” that will ensure you keep the listener’s attention.

Communicate ideas on many levels. The words you choose can be powerful tools to convey both facts and feelings. The right vocabulary can mean the difference between a listener’s acceptance of your words on an intellectual level and on an emotional level. The tone of your voice and the manner of your delivery are important, but so are the words you use. Think about the difference between saying “Sales went from 20% to 45% last quarter due to marketing changes” and “Substantial increases in sales more than doubled last quarter’s profits, thanks to the innovative strategies of the marketing department.” Which phrase do you think will reward and inspire the company’s employees, and which would they rather hear?

Underline your own capabilities. When you have exactly the right words at your fingertips (or should that be at the tip of your tongue?) you’ll impress your audience with your own knowledge and abilities. Using the correct vocabulary and giving a presentation in a calm and confident manner reassures them that you do know what you’re talking about, and that they can believe you.

Practice speaking in public, improve and increase your vocabulary, and fine-tune your skills in syntax and grammar, and you’ll find that your way with words will put you above the rest.