Words That Work: It's Not What You Say, It's What People HearThe 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. |
Contents
The Ten Rules of Effective Language | 1 |
Preventing Message Mistakes | 34 |
Old Words New Meaning | 49 |
Copyright | |
13 other sections not shown
Other editions - View all
Words That Work, Revised, Updated Edition: It's Not What You Say, It's What ... Frank I. Luntz No preview available - 2008 |
Common terms and phrases
Aaron Sorkin actually advertising Americans asked audience better Bill Bill Clinton brands Bush campaign candidate Christian Brando Clinton consumers context Contract Contract with America corporate created credibility culture customers Daily Kos death tax debate decade Democrats dial sessions dream election employees example fact focus groups Gray Davis hear House imagine impact important innovation issues John Kerry kids language leaders lexicon linguistic listening live look Luntz majority matter meaning memorable movie never Newt Gingrich Online Online Etymology Dictionary percent phrase political politicians polling pollster President presidential reform Republicans response Ronald Reagan Rudy Giuliani sell Senate simple slogan Social Security someone speech spending Steve Wynn tagline talk television tell term thing tion twenty-first century union visual vote voters Washington women words
References to this book
Framing Discourse on the Environment: A Critical Discourse Approach Richard Alexander No preview available - 2008 |