These are the words and images that will hook clients in 2015

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Business communicators in general have trouble capturing what Americans aspire to. Retail staffs are taught to say “how can I help you?” which has come to seem inauthentic in a retail environment.

A better approach: Luntz tells of the sports autograph and memorabilia store Field of Dreams, whose staff asks customers “Who’s your favorite athlete?” When the clerk responds to the customer’s answer by walking him over to some Michael Jordan paraphernalia, it touches on that customer’s feelings for his hero.

“The single biggest problem in corporate America [is] distance from customer,” Luntz says.

Luntz himself is so determined to get close to his audience that he has been known to fall off the stage on several occasions, he admits.

But bridging the gap requires first knowing your target audience.

Financial services companies, for example, should know that men are looking for money, while women are looking for time.

“Men love their families but when they judge their success they’re more likely to choose things that relate to their careers while women are more likely to choose things that relate to their families,” he said.

An image of a boy and a puppy will attract professional moms — “even if it’s selling hemorrhoidal cream,” he quipped.

The image-meister also stressed the imperative that customers “have to think they could see themselves in that situation.” To that end, age is very important. “A 25-year-old looking at a picture of a 50-year-old says ‘that’s my parent.’ That doesn’t work,” he advised.

The best marketing colors are, first, yellow — which conveys a comforting sense of warmth, then green, then blue.

“Black and white scares people … it’s about the past, it’s anxiety” though some companies—mistakenly in his judgment—regard the combination as elegant.

One image that is especially powerful today but rarely attempted is celebration:

“In the financial community it never happens; the financial world does the least amount of celebrating,” Luntz says.

Also, some things should be said, other things demonstrated. For example, one shows compassion: an image of a nurse clasping a patient’s hands does this more effectively than a physician in a lab coat and a sterile environment.

But in the realm of words, for which he is particularly well known, here are some of Luntz’s current favorites. Words that tested well two years ago, like “certified,” no longer have quite the same impact.

“Exceptional,” “extraordinary,” “excellence” all tested well — “they are not overused or hackneyed,” he says. “Forward thinking,” “innovative,” “visionary,” and “creative” are also impactful.

In contrast, “groundbreaking” is an example of a word to lose.

Other words recommended as carrying business currency in our times, according to Luntz:

“A lifetime of;” “the cost of everyday life;” “no excuses;” “real/genuine/authentic;” “setting priorities;” “our mission/commitment;” and “the simple truth.”