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Words That Work: It's Not What You Say, It's What People Hear
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Sales rank 30,878
Customers rating (based on 105 reviews)
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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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| Publisher | Hyperion | | Release date | 01/2007 | | Availability | Usually ships in 24 hours | | Edition | Hardcover |
| | List price | $24.95 | | Our price | $16.47 (you save 33.99%) | | Used price | from $4.68 |
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 Too little insight, too annoying a voice
I had a terrible time listening to this ebook, as I found the voice most annoying.
A certain amount of horn-blowing is expected from an author, especially one whose main field is advertising, but the amount of self-promotion in this book was really unacceptable, particularly in light of the minimal number of insights actually in the book.
There are (unintentionally) humorous bits, though. As when the author spent several pages telling about the importance of brevity. :-)
The book may be better than the audiobook - at least you won't have to listen to that voice.
 Great title!
There is nothing in this book with which I would disagree. However, that doesn't mean that it doesn't have it's problems. All of the other reviewers have pointed out many of it's fine assets. It would be helpful to someone just starting out in writing. But I was disappointed! From its title, not what you say, but what people hear, I was expecting it to explore that specific concept. The difference between the transmission of words and their reception. If it does, its buried in there somewhere. I was very excited by a book that had some fresh insight into language. My biggest gripe: now that someone has put a book out there that supposedly covers the subject, others will be disinclined to do so. A more honest, but not great title would be: Tips on 21st century writing. Parting shot: it does take forever to make rather simple and obvious point, which would be okay if it was about the subject which the title suggests.
Words that Work
Disappointing. Deceiving title. I purchased the audio version of this book on line simply based on the title. I thought I'd be getting a book to "introduce" me to some colorful and effective words. Big mistake! Too political! Had I known this, I would never have purchased the book.
Do Luntz's Words Work for You?
The author resents accusations that his language hides and distorts meaning. "I do not believe there is something dishonorable about presenting a passionately held proposition in the most favorable light, while avoiding the self-sabotage of clumsy phrasing and dubious delivery." He then outlines his ten rules for effective language (Simplicity, Brevity, Credibility, Consistency, Novelty, Sound, Aspiration, Visualization, Asking Questions and Context / Relevance) and spends the rest of the book illustrating their use. Frank Luntz's book makes a good case that these rules are effective.
Several topics are worth reading closely. Luntz describes the "dial session" focus group methods he has devised to elicit and test snippets of effective language. He lays out the linguistic techniques he used to make the Republican "Contract with America" so appealing to voters. Chapter 9 debunks language-related myths the author's research has uncovered. These myths include that Americans are well educated, read a lot, and are generally happy. The truth corresponding to each myth has implications for choosing effective political and advertising language.
Frank Luntz's in-your-face style comes through in his stories--particularly the ones that end with him being thrown out of yet another client meeting. For readers who may be uncomfortable with this style, I'll suggest a brief test. The political and business arenas that contribute the bulk of his examples are far from most readers' experience. But Chapter 11, "Personal Language for Personal Scenarios," is different. It recommends the best language for apologizing, requesting a raise, avoiding a traffic ticket, and other everyday situations. This ten-page chapter is a quick read. You can easily finish it while sitting in one of those comfortable chairs at Borders. If you find value in this chapter, consider reading the rest of the book. If it puts you off, leave the book there on the floor next to the chair.
Readers troubled by Luntz's conservative perspective may want to counterbalance with George Lakoff's book (Moral Politics : How Liberals and Conservatives Think) on the different metaphors that underlie conservative and progressive thinking. ("Progressive" is Lakoff's own Luntzian rehabilitation of the word "liberal.") Like Luntz, Lakoff uses examples and principles from his professional experience and political beliefs. Both authors are worth reading for what they say about effective use of language. We can learn from them whether we agree with their politics or not.
 Tools Progressives Could Use
Progressives should learn to use the techniques that Luntz describes in this book. Most progressives reject Luntz because he is a movement conservative. Luntz used his good communication skills to advance a bad agenda. The methods Luntz teaches in this book can be used for any purpose. It would be a good thing if Progressives could use these methods to do good.
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