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

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Hyperion, 2007 - Business & Economics - 324 pages
12 Reviews
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.

 

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LibraryThing Review

User Review  - theokester - LibraryThing

Decades ago I was sitting in my Sophomore High School English class and we had an unexpected visitor. A previous "English Sterling Scholar" for the school stopped by to visit with our teacher and he ... Read full review

LibraryThing Review

User Review  - RDGlibrary - LibraryThing

Frank Luntz is seen frequently on Fox News with his focus groups that use "Instant Response Dial Sessions" to check up on the attitudes of ordinary people, mostly in the arena of politics. He he ... Read full review

Contents

Acknowledgments
ix
Introduction
xi
The Ten Rules of Effective Language
1
Preventing Message Mistakes
34
Old Words New Meaning
49
How Words That Work Are Created
71
Be the Message
81
Words We Remember
107
Myths and Realities About Language and People
179
What We REALLY Care About
205
Personal Language for Personal Scenarios
229
Twentyone Words and Phrases for the Twentyfirst Century
239
Conclusion
265
The Memos
269
The Clinton Impeachment Language
289
Index
303

Corporate Case Studies
127
Political Case Studies
149

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About the author (2007)

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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