Your words Matter so be careful …One must always be soft in communication by hard absolutes and soft absolutes means the nature of the statement given in response or for any action. For example if “I say that it is impossible …” rather “maybe it seems difficult..” both may have the same meaning but different impressions. The first one is a hard statement that may be true and the latter used is the soft statement.
There is a medical axiom that states:
“Never say never
Never say always
You will always have an out”
Most physicians follow this rule when discussing medicine and try to avoid using “Hard” absolute words. “Soft” non-absolute words seem to be more believable to physicians and therefore, are usually more acceptable.
Compare the following list of “Hard” absolute words with the list of “Soft” non-absolute words:
|“Hard Absolute||‘Soft” non-absolute|
Compare the following statements and notice the underlined words and the effect they have on the believability of the message:
“Doctor when you are considering treatment for your elderly patients with bronchopneumonia, you will be interested in the fact that the side effects never a problem with cefixime.”
Doctor when you are considering treatment for your elderly patients with bronchopneumonia, you might be interested this study indicates a low incidence of side effects associated with cefixime and thus, should seldom present a problem.”
Representatives should be aware that the use of “non-absolute” does have to detract from their enthusiasm about a product. The acceptance and believability by physicians of this type of message will probably enhance sincere enthusiasm.