Words that work: it's not what you say, it's what people hear

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

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

User Review  - dr_set - Goodreads

This book goes several words and fraces that the author has polled during his carrear. It contains a superficial description of the methods use to poll the words an allmost no information on how he ... Read full review

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

User Review  - Amal Shoeib - Goodreads

The author beaks down the infrastructural elements of a good speech as the following: 1) Simplicity: Use Small Words “Avoid words that might force someone to reach for the dictionary… because most ... Read full review

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The Ten Rules of Effective Language
Preventing Message Mistakes
Old Words New Meaning

13 other sections not shown

Common terms and phrases

References to this book