Words That Work - Its Not What You Say Its What People Hear

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Words That Work - Its Not What You Say, Its What People Hear

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."

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The world's best message is ineffective if the person on the receiving end does not understand or relate to it.

It is a harsh standard. It is a message communicators ignore at their own peril. You can be brilliant, creative, even right, but your message will fall flat unless it touches the hearer's prism of experience, beliefs, preconceptions and prejudices.

In Words that Work: It's Not What You Say, It's What People Hear, Frank Luntz offers insights into finding and using the right words to achieve your goals. The key to communication is to place yourself in the listener's situation and understand his or her deepest thoughts and beliefs. What the listener perceives constitutes the listener's reality.

Based on his experience as a political and corporate pollster he recommends 11 rules for effective communication:

1. Use small words.
2. Use short sentences.
3. Credibility is as important as philosophy.
4. Consistency matters.
5. Novelty: offer something new.
6. Sound and texture matter.
7. Speak aspirationally.
8. Visualize.
9. Ask a question.
10. Provide context and explain relevance.
11. Visual imagery matters.

Luntz does not stop there. In addition to an insightful discussion complete with illustrations from his professional experience of the 11 rules, he adds critical elaboration:

1. Never assume knowledge or awareness.
2. Get the order right.
3. Gender can obstruct understanding.
4. It's about the children.
5. How you define determines how you are received.

If communicating is important to you, and who does not need to, then time spent reading Frank Luntz's book will be well spent. We are all subject to the power of language. Words spell the difference between success and failure. The right words grant you an edge. The author says it all in his subtitle, "It's not what you say--it's what people hear." __________

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SwordWell4261 • 15 November 2013, 04:21
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Good, thanks
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anamariax182 • 29 September 2013, 17:10
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Good quality. thx
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anonymous • 13 September 2013, 23:39 Show comment
Thanks!!great quality content sounds interesting so far
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BlueSun8 • 02 September 2013, 18:41 Show comment
Luntz is a long-time Conservative wordsmith whose greatest claim to fame is that every election year, he passes out to all Republican candidates a list of positive words to work into their speeches about themselves and their policies and a list of negative, often pejorative and downright libelous (if used against a person not in the public arena - who are exempt) to use against all Democratic politicians and policies. His word lists have little or nothing to do with the issues and people they are used by or against, but are chosen solely to bypass our reasoning cortex and have emotional impact. I've read this book, followed his career, and find the most similar advice on successful propaganda (which is what he is really teaching) comes from Josef Goebbels, who said:
"...the rank and file are usually much more primitive than we imagine. Propaganda must therefore always be essentially simple and repetitious. The most brilliant propagandist technique will yield no success unless one fundamental principle is borne in mind constantly...it must confine itself to a few points and repeat them over and over."
and George W. Bush, who essentially repeated the same formula in his semi-literate style on May 24th, 2005:
"See, in my line of work you got to keep repeating things over and over and over again for the truth to sink in, to kind of catapult the propaganda."
So, read this book - it is an interesting view into the making of modern propaganda - but, take it with a grain elevator of salt.
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SwordWell4261 • 15 November 2013, 04:22
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Impressive smile
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UnkutMusic717 • 22 August 2013, 07:30
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Great
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zulk5040 • 07 July 2013, 09:59
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great job
very useful & informative
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4_na_k8137 • 19 June 2010, 01:35
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works great
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anonymous • 20 May 2010, 09:42 Show comment
looks great thanks
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anonymous • 30 April 2010, 20:36 Show comment
Hello!!! You can download this file at downloads.webhop.net FAST and DIRECT download! Welcome!
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anonymous • 13 September 2009, 01:45 Show comment
Good one ever

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