WORDS THAT WORK: IT'S NOT WHAT YOU SAY, IT'S WHAT PEOPLE HEAR [Audio Book]

Product Description:

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 countryIn 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.

Summary: In political context?
Rating: 4

It's not what you say, it's what they hear - it's an insightful perspective, and Frank Luntz have done a great job of illustrating his point through numerous in examples in 'Words that Work'. Not surprisingly, a lot of people interpret 'rhetoric', and the entire process of positioning a concept as manipulative, but let's face it, all of us have our biases and because of that, the choice of words matters.

Frank Luntz offers some great examples of how language affects our interpretation and reactions. Likewise, he also offers some good advice on 'words that work' - imagine, efficient, etc. My only complaint is the lack of generalization of the concepts beyond the political (left) examples from Frank's own experience. All the same concepts apply to businesses, and our personal lives, but there is little to none discussion on either.

Summary: Listen to the message people - it's what people hear!!!
Rating: 5

The ideas that are written about in "Words that Work" are classic and timeless - some of these principles go back to Dale Carnegie (learn the person's name) and such.

Language is everything and if it is focused inward, you're just talking to yourself. If you focus your language to your audience you will have much more success and broader impact.

I loved the way he presented his examples using corporate slogans and political speeches, it illustrated each point very well.

He also talks at length about being a republican, and I'm a democrat, but he remembered his listener and presented his position based on facts, not on personal biases.

I can't wait for the sequel to hear what he has to say about Obama and McCain and their languaging. It will be fun!!!

Summary: deeply cynical
Rating: 1

This is a deeply cynical book by an author who never tires of telling you he was the main genius behind the "Contract with America" that helped the Republicans win control of Congress in 1994.
He starts by quoting George Orwell bemoaning the misuse of language. He then proceeds to misuse language, and purports to teach the rest of us to do the same, for the rest of the book.
According to Doctor Luntz, who has no doubt tested every word in polls and focus groups, changing the name of an activity from gambling to gaming, transforms not just the image but the activity itself, from a destructive and risky behavior to good clean fun.
Doctor Luntz has probably also tested the fact that his books sell better if he always refers to himself as "Doctor." Never are we told what he is a doctor of and where and when he earned his doctorate.
How can a corporation smash a strike? Ask Doctor Luntz (Answer: by changing the language with which the corporation communicates. Not by addressing the workers' concerns (God forbid) or improving pay or work conditions but by subtly undermining the union.
How do corporations like Enron deal with scandals and avoid government oversight? Not by reforming themselves but by changing the words they use.
Doctor Lunz praises Ford for its successful communications strategy and use of the correct buzzwords while tearing down GM for failing to use them. However now both of them are stuck selling huge gas guzzlers that nobody wants to buy.
How does big oil justify its massive profits? With words like, "Working together -- consumers, government, industry -- we'll insure diverse, relaible energy to live our lives and keep America going strong."
Doctor Luntz says he deeply respects the American people but also goes to considerable lengths to argue that most Americans are uneducated, ignorant, do not read, are not happy and are still freaked out by 9/11.
Doctor Luntz never loses an opportunity to get in a sly dig at Democrats.
To conclude, let me quote from Orwell's "1984" because the following paragraph seems to me to perfectly capture the ethos of this nasty little book:
"Don't you see that the whole aim of Newspeak is to narrow the range of thought?... Has it ever occurred to your, Winston, that by the year 2050, at the very latest, not a single human being will be alive who could understand such a conversation as we are having now?...The whole climate of thought will be different. In fact, there will be no thought, as we understand it now. Orthodoxy means not thinking--not needing to think."

Audio Download will be updated soon.

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