9781401302597

Words That Work

by
  • ISBN13:

    9781401302597

  • ISBN10:

    1401302599

  • Format: Hardcover
  • Copyright: 2007-01-02
  • Publisher: Hachette Books

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  • The New copy of this book will include any supplemental materials advertised. Please check the title of the book to determine if it should include any access cards, study guides, lab manuals, CDs, etc.
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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

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