Words That Work by Frank I. Luntz
It's Not What You Say, It's What People Hear

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While this is not a book you would have perhaps picked up on your own, it is a valuable read. Even staunch Democrats can expand not only their political ideals but also their vocabularies because of this book.
-Examiner

Synopsis

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.
 

About Frank I. Luntz

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Frank Luntz is one of the most respected communication professionals in America today. He has written, supervised, and conducted more than a thousand surveys and focus groups for corporate and public affairs clients here and abroad. He has developed campaigns for Merrill Lynch, Federal Express, AT&T, Pfizer, and McDonalds. Dr. Luntz is the first resource media outlets turn to when they want to understand American voters. His recurring segments on MSNBC/ CNBC during the 2002 election cycle won an Emmy. Dr. Luntz lives in Alexandria, VA.
 
Published January 2, 2007 by Hachette Books. 364 pages
Genres: Business & Economics, Education & Reference, Self Help, Political & Social Sciences. Non-fiction
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Critic reviews for Words That Work
All: 4 | Positive: 2 | Negative: 2

Publishers Weekly

Below average
on Nov 13 2008

The most readable and redeeming feature is the two case studies...Unfortunately, by the time nonpartisan readers reach these chapters, they will have already lost patience.

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Blog Critics

Good
Reviewed by Jon Sobel on Feb 08 2008

...Luntz presents much valuable insight and useful advice for his intended audience of policymakers...

Read Full Review of Words That Work: It's Not Wha... | See more reviews from Blog Critics

Examiner

Good
Reviewed by Aubrey Bourgeois on Mar 03 2012

While this is not a book you would have perhaps picked up on your own, it is a valuable read. Even staunch Democrats can expand not only their political ideals but also their vocabularies because of this book.

Read Full Review of Words That Work: It's Not Wha...

Scoop

Above average
Reviewed by Heather Kavan on Jan 22 2008

Towards the end of the book Luntz comes across as slightly dislikeable...Not everyone will like this book.

Read Full Review of Words That Work: It's Not Wha...

Reader Rating for Words That Work
72%

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