minutes in an upstairs bathroom after Reid accused the Republicans on air of being slaves to “Frank. Luntz’s talking points.” I can only imagine what he would. “It’s not what you say, it’s what people hear.” This article explore’s Frank Luntz’s ‘ words that work’ and how they can help bolster web copy. Words That Work has ratings and reviews. William said: Eye-opening! Let’s be clear, Frank Luntz is a tool, and he’s personally responsible for.

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At times it felt a little too academic or that the examples and suggestions were too distanced from me as an “everyman” reader. Add all three to Cart Add all three to List.

He then proceeds to misuse language, and purports to teach the rest of us to do the same, for the rest of the book.

And, a lot ffank good old common sense too. Likewise, Senator Kennedy saying that U. There are many ways to build credibility thah your website. So by calling Social Security an “entitlement,” people automatically don’t like it. In it, she used the following language: He has wodds, supervised, and conducted more than a thousand surveys and focus groups for corporate and public affairs clients here and abroad. For the person that has spent much time thinking about language or has spent time just writing I suspect that there isn’t much here that is really going to blow your mind.

Reform brings change to mind. I remember him saying that he had a lot of people telling him that his English degree would be useless and he should choose something else.


The communicator who uses small words and short sentences and the right words will be able to get these folks to take the action they want them to take. The first five rules in this chapter do just that: The book deals mostly with words in politics.

Follow the Author

No thar to run to the store and get it but if you have a little extra time and you’re a Toastmaster, salesperson, marketer, politician, or anyone that communicates for a living, it’s ammo for the fight. Throughout the book, as he shares anecdotes of companies and politicians who communicated well or not so wellhe explains which of the rules were followed and which were broken.

The key to successful communication is to take the imaginative leap of stuffing yourself into your listener’s shoes to know what they are thinking and feeling in the deepest recesses of their mind and heart. Now, if you can get beyond the eork, the fact is Luntz makes a very good point – Americans will react to the words they hear without thinking about what they mean. 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 ulntz pharmaceutical companies transitioned their message from “treatment” to “prevention” and “wellness.

Words That Work: It’s Not What You Say, It’s What People Hear by Frank Luntz

In fact, if people just remember the word ‘Reclaim’ and associate it with Hillary Clinton, it might have been a success.

Despite his protestations, Luntz is master manipulator. Share your thoughts with other customers. There were a few corporate examples that were interesting though.

Design Recommender The 7 best tools for making your most productive year yet Co. The nation’s premier lunttz 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 WorkLuntz offers a behind-the-scenes look at how the tactical use of words and phrases affects what wirk buy, who we vote for, and even what we believe in.


Democracy is at its best when its practioners use language to unite and explain rather than divide and attack. Pages with related products. Yes to the speaker. People are thinking their private thoughts. Tell people who you are or what you do.

Words that Work by Frank Luntz

Astounding to me were the examples from politics and commerce of people or companies who needed desperately to communicate with the public and either lyntz failed to do so, or used silence as their communication strategy.

He claims that he is only interested in clarity of speech, but I think that in this instance he very much makes it look as if the government is doing something downright immoral. The political bent of the author is irrelevant to the worth of his findings.

Powerful concept, but no need to read the whole book. The message from the lubtz in November was ‘ work together and compromise. The author beaks down the infrastructural elements of a good speech as the following: Words That Work offers that opportunity. Republicans are still reeling quite deservedly from the political thumping they took in the November election.