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 10 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 tells 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've ever wanted to talk your way out of a traffic ticket or talk your way into a raise, this audiobook's for you.
Interesting idea, not the best presentation
The topic interested me, but the presentation of the information misses the mark. It appears that the advice provided by the book regarding the use of less words goes unused by the author. The entire audio book could be cut in half and provided the same information. If you can get past the repetition and the author's repeated claims of being politically neutral, the actual technical content is informative.
Words That Work
Saw him on C-SPAN... ignorance does not protect you. He speaks the truth about the influence words have on us and illustrates how we have been mislead by them, now and in the past. You don't need to like him for this to be important information.
I'll write a short review!
Extremely well presented and insightful. Draws heavily from his political background and is excellent if you are a speaker or marketer.