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

by Luntz, Dr. Frank

• ISBN13: 9781401302597
• ISBN10: 1401302599
• Format: Hardcover
• Copyright: 2007-01-02
• Publisher: Hachette Books

Summary

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.

Table of Contents

Acknowledgments	ix
Introduction	xi
The Ten Rules of Effective Language	1	(33)
Preventing Message Mistakes	34	(15)
Old Words, New Meaning	49	(22)
How ``Words That Work'' Are Created	71	(10)
Be the Message	81	(26)
Words We Remember	107	(20)
Corporate Case Studies	127	(22)
Political Case Studies	149	(30)
Myths and Realities About Language and People	179	(26)
What We REALLY Care About	205	(24)
Personal Language for Personal Scenarios	229	(10)
Twenty-one Words and Phrases for the Twenty-first Century	239	(26)
Conclusion	265	(4)
The Memos	269	(28)
Appendices
The 2003 California Gubernatorial Recall	271	(8)
The 21 Political Words and Phrases You Should Never Say Again . . . Plus a Few More	279	(10)
The Clinton Impeachment Language	289	(8)
Notes	297	(6)
Index	303
Addendum