Words That Work: It's Not What You Say, It's What People Hear

Words That Work: It's Not What You Say, It's What People Hear

by Frank Luntz
3.2 33

Hardcover(Older Edition)

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Overview

Words That Work: It's Not What You Say, It's What People Hear by Frank Luntz

The nation's premier communications expert shares his wisdom on how the words we choose can change the course of business, of politics, and of life in this country

In Words That Work, Luntz offers a behind-the-scenes look at how the tactical use of words and phrases affects what we buy, who we vote for, and even what we believe in. With chapters like "The Ten Rules of Successful Communication" and "The 21 Words and Phrases for the 21st Century," he examines how choosing the right words is essential.

Nobody is in a better position to explain than Frank Luntz: He has used his knowledge of words to help more than two dozen Fortune 500 companies grow. Hell tell us why Rupert Murdoch's six-billion-dollar decision to buy DirectTV was smart because satellite was more cutting edge than "digital cable," and why pharmaceutical companies transitioned their message from "treatment" to "prevention" and "wellness."

If you ever wanted to learn how to talk your way out of a traffic ticket or talk your way into a raise, this book's for you.

Product Details

ISBN-13: 9781401302597
Publisher: Hachette Books
Publication date: 01/02/2007
Edition description: Older Edition
Pages: 350
Sales rank: 654,124
Product dimensions: 6.00(w) x 9.00(h) x 0.94(d)
Age Range: 13 - 18 Years

About the Author

Frank Luntz is one of the most respected communication professionals in America today. He has written, supervised, and conducted more than a thousand surveys and focus groups for corporate and public affairs clients here and abroad. He has developed campaigns for Merrill Lynch, Federal Express, AT&T, Pfizer, and McDonalds. Currently the host of America's Voices on MSNBC, Dr. Luntz is the first resource media outlets turn to when they want to understand American voters. His recurring segments on MSNBC/CNBC during the 2002 election cycle won an Emmy. He lives in Alexandria, VA.

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Words That Work 3.2 out of 5 based on 0 ratings. 33 reviews.
Guest More than 1 year ago
This book's readability says a lot about the power of author Frank Luntz's advice on communicating. The text flows, usually matching actions with concepts. For instance, Luntz repeats how important it is to repeat your message. He uses simple language to illustrate the importance of simple language, and so on. What's more, the book is entertaining. Luntz has been involved in major media campaigns with key American products and politicians, and his story about demonstrating an important principle to the Senate is hypnotic. The caveat is that such stories sometimes seem boastful and end up being off-putting when they are clearly meant to be engaging. That grain of salt aside, we recommend this extremely useful book to those who want to improve their communication skills. The book is directed toward Americans, though it debunks myths about them for the entertainment and edification of everyone else. Some of the book's principles are familiar, but so deeply fundamental that they are worth repeating ¿ which is actually Luntz's fourth rule of effective language use. Say it right, and then say it again.
Anonymous More than 1 year ago
As a writer, this is an invaluable tool. As a reader, there are many surprising facts that are just plain fun to learn. I read a review before I bought this book that Frank Luntz was just teaching people to lie. She either didn't read the book, or just so didn't get it. I think most people would have fun with it. Try it. You can always return it. But I bet you won't.
Guest More than 1 year ago
If communicating is part of your job description, you should read this word guru's book. He works for all the top politicos and CEOs, it seems--and this Republican even has favorable book jacket quotes from Dem. Sen. John Kerry and liberal Al Franken!--so he must be doing something right. And as the book shows, indeed he is. Too often we get caught up in what we believe we are communicating, rather than what the other party is hearing. This book will help you change that. You'll be giving this book out to your colleagues.
Guest More than 1 year ago
Dr. Frank Luntz jam-packs his book 'Words That Work' with special insight into the worlds of business and political communications. He is clearly in the forefront of listening to people and understanding what these consumers and constituents want. Although folks who disagree with the people Dr. Luntz has worked for try to pigeonhole him as a spinmaster, this book dispels that notion. Clearly, Frank Luntz can be controversial but more because he is direct and honest and many people do not want to hear the facts. There are many layers to this book and after a first read it can be used as a reference guide of sorts for effective communication for corporations and political types. The are many ¿focus group tested¿ charts of words and phrases that give more effective choices. The footnotes are often hilarious and could be a book by themselves given all the political scuttlebutt included. Beginning the chapter on ¿Personal Language for Personal Scenarios¿ I was skeptical if there could be anything to add to `Asking for a Raise¿ or `How to Avoid a Ticket¿. But by the end of the chapter, the simple concepts of being sincere, asking for forgiveness, and putting oneself in the shoes of the person being asked to help, win the day. My only disappointment is that there are more juicy insights about political America than corporate America. Perhaps the political battles are public domain and many corporate assignments are protected by non-disclosure agreements. Nonetheless, there is plenty of detailed information to help the staffer to the Congressperson and the management trainee to the CEO.
Shadowstarr More than 1 year ago
Very interesting, because we see some much of what this book talks about in advertising and politics.
Guest More than 1 year ago
Bought as an early Christmas present for a 'writer son'.
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