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

In political context? | Words That Work: It's Not What You Say, It's What People Hear | Frank Luntz

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	• Words That Work: It's Not What You Say, It's What People Hear Frank Luntz Hyperion, 2007 - 352 pages average customer review:based on 98 reviews view larger image
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A must-read for anyone in marketing

Need to sell a product or service? Need to convince an audience of your POV? Need to make a case for a raise? This book provides invaluable ideas, tips and concepts for everyone who communicates in writing or in person.

Useful knowledge

Great book for people who's work depend on a lot of comunication.It contains lot of useful knowledge and explanation how to orginze ur words to get the message throu. Very well writen(not that I know anything about writing)but I found it easy to read and hard to put down.

In political context?

It's not what you say, it's what they hear - it's an insightful perspective, and Frank Luntz have done a great job of illustrating his point through numerous in examples in 'Words that Work'. Not surprisingly, a lot of people interpret 'rhetoric', and the entire process of positioning a concept as manipulative, but let's face it, all of us have our biases and because of that, the choice of words matters.

Frank Luntz offers some great examples of how language affects our interpretation and reactions. Likewise, he also offers some good advice on 'words that work' - imagine, efficient, etc. My only complaint is the lack of generalization of the concepts beyond the political (left) examples from Frank's own experience. All the same concepts apply to businesses, and our personal lives, but there is little to none discussion on either.

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Listen to the message people - it's what people hear!!!

The ideas that are written about in "Words that Work" are classic and timeless - some of these principles go back to Dale Carnegie (learn the person's name) and such.

Language is everything and if it is focused inward, you're just talking to yourself. If you focus your language to your audience you will have much more success and broader impact.

I loved the way he presented his examples using corporate slogans and political speeches, it illustrated each point very well.

He also talks at length about being a republican, and I'm a democrat, but he remembered his listener and presented his position based on facts, not on personal biases.

I can't wait for the sequel to hear what he has to say about Obama and McCain and their languaging. It will be fun!!!

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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.

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