In 'Words That Work,' Frank I. Luntz reveals the extraordinary power of language in shaping public opinion and behavior. Drawing from extensive research and real-world examples, he uncovers the secret phrases that resonate with people and inspire action. This revised edition offers fresh insights into the art of communication, emphasizing the importance of emotional connection over mere facts. Luntz shares practical strategies for crafting messages that stick, whether in politics, business, or everyday conversations. Discover how the right words can transform your message and captivate your audience.
By Frank I. Luntz
Published: 2008
""It's not what you say, but how you say it that matters.""
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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“"It's not what you say, but how you say it that matters."”
Words That Work, Revised, Updated Edition
By Frank I. Luntz
Discover a world of knowledge through our extensive collection of book summaries.
Frank I. Luntz is a renowned American political consultant, pollster, and author known for his expertise in language and messaging. He has authored several influential books, including "Words that Work: It's Not What You Say, It's What People Hear" and "What Americans Really Want... Really: The Truth about Our Hopes, Dreams, and Fears." Luntz's writing style is characterized by its accessibility and its focus on the power of word choice in shaping public opinion and political discourse. He is widely recognized for his ability to distill complex ideas into understandable and relatable messages that resonate with a broad audience.
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