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 ...Read MoreThe 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.Read Less
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Frank Luntz writes enthusiastically of he work he did with Gingrich to create the Contract for America. What he avoids is the damage his word play caused in the minds of people against whom this document was crafted.
Luntz works for his monied masters to further protect their corporations and banks. He has no concern for the effect his work may have upon the ordinary person in the USA.
He is clever but for the wrong group and reasons.
Mar 6, 2008
a must read
republican or democrat, you gotta read this book; well-written, enjoyable and instructive.
May 11, 2007
The communication master strikes again. Those who don't read this are likely to end up in his next book as examples of pr disasters. Should be required reading in law school so corporate lawyers dont stop companies from getting their message out.
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