Words That Work: It's Not What You Say, It's What People Hear
Author: 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. He'll 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.
Dr. Frank Luntz is one of the most respected communication professionals in America. With his firm, Luntz Maslansky Strategic Research, he has conducted more than 1,500 surveys and focus groups for corporate, public affairs, and political clients in twenty countries. Luntz lives in McLean, Virginia.
Los Angeles Times
The media made a linguistic Svengali out of GOP wordsmith Frank Luntz, who was credited with getting the Republicans to adopt phrases such as 'opportunity scholarships' for vouchers and 'climate change' for global warming. Wherever you went, Democrats were talking about the importance of 'framing' and 're-messaging'
Investors Business Daily
Change "estate tax" to "death tax" and you see how words pack an emotional punch. Luntz knows about delivering word blows.
The Wall Street Journal
Words That Work deserves an attentive read. Mr. Luntz offers a fair amount of good advice to anyone who must communicate publicly.
The Financial Times
A fine book that teaches us a great deal about politics in today's America and about the minutely analysed mindset of the electorate.
Washington Post.com
One of the nation's leading pollsters and political language specialists.
Businessweek Magazine
Luntz' forte is constructing the phrase that persuades -- always a skill in demand in Corporate America.
Publishers Weekly
After repeating his mantra-"it's not what you say, it's what people hear"-so often in this book, you'd think that Republican pollster Luntz would have taken his own advice to heart. Yet in spite of an opening anecdote that superficially attempts a balanced tone, the book as a whole truly reads more like a manual for right-wing positioning. Even in the sections where he is less partisan, Luntz's advice is not particularly insightful. For instance, his first chapter, on "Ten Rules of Effective Language," starts by instructing readers to use small words and short sentences in their communications. The least effective section in the book is the chapter on "Personal Language for Personal Scenarios," where Luntz advocates manipulative strategies for getting out of traffic tickets, boarding airplanes at the last minute and apologizing to one's wife with the "miracle elixir" of flowers. The most readable and redeeming feature is the two case studies, where Luntz demonstrates his skill as a communicator by identifying real-world communications successes and failures. Unfortunately, by the time nonpartisan readers reach these chapters, they will have already lost patience. (Jan.) Copyright 2006 Reed Business Information.
What People Are Saying
Frederick W. Smith
"If you really want to capture the power of communication, "Words that Work" can help you."
—Chairman & CEO, FedEx Corporation
Al Franken
"Language is like music. Unfortunately, the Republicans have a Paul McCartney in the person of Frank Luntz. Somehow, we Democrats got stuck with Yoko Ono.
Senator John Kerry
"Frank Luntz understands the power of words to move public opinion and communicate big ideas. Any Democrat who writes off his analysis and decades of experience just because he works for the other side is making a big mistake. His lessons don't have a party label. The only question is, where's our Frank Luntz?
Steve Wynn
If you can't afford to hire Frank Luntz, you have to read Words that Work.
Tony Robbins
Words can injure our egos and inflame our hearts. They can shape our beliefs, impacting the actions of generations to come. For the last 15 years, Frank Luntz has been behind some of the most important words ever spoken. this book is no different - a MUST read!
America Speaks: The Historic 2008 Election
Author: USA Today
Triumph Books has joined forces with ABC News and USA TODAY to create a commemorative volume that will be on the wish list of every voter -- America Speaks, a comprehensive, up-to-the-minute wrap-up of the historic 2008 presidential election. Packed with gorgeous color photographs and buoyed by the insightful journalism of two of the world's news giants, this must-have book will examine every aspect of the riveting campaign. Readers will also travel through "50 States in 50 Days" on the historic joint ABC News/USA TODAY tour of the nation, which captures the voices of the voters as they weigh the merits of the candidates and the challenges being faced by the nation.
In addition to Gibson's foreword and Paulson's preface, a special introductory section will feature essays by some of ABC's most popular journalists reflecting on their campaign experiences, including:
Robin Roberts, anchor, Good Morning America
Cynthia McFadden, anchor, Nightline
Jake Tapper, chief political correspondent, ABC News
Ron Claiborne, anchor, Good Morning America Weekend
David Muir, anchor, World News Weekend
Dan Harris, anchor, World News Weekend
Kate Snow, anchor, Good Morning America Weekend
America Speaks also includes a companion DVD introduced by Charles Gibson of ABC News that provides a summary of the very best of "50 States in 50 Days."
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