Words That Work: It's Not What You Say, It's What People Hear

This book not only teaches you the power of language but also warns about the power of the media and its manipulation of statistics and words.

Luntz gives a fascinating analysis of past and current political races and how words have shaped and continue to shape voter thinking on both popular and unpopular issues. If you're older than forty, you'll find yourself reading along and recalling the shifting opinions as the words of our politicians and media changed in talking about the oil crisis and the environment, the social security system and retirement, illegal immigration and terrorism. Another great section is Luntz's discussion about advertising--words that work in slogans and ads. He tells why some ads became classics and why some faded into oblivion almost immediately. Any student of advertising or marketing, any PR specialist, or corporate communication director will find this book a treasure. Others will read it just for sheer fun.

This book is an invaluable testament to the power of language. It is concise, to the point, and provides easy-access tips for on-going and aspiring influencers and leaders. As an executive coach and on-air 'communication guru', I recommend it to all of my clients - and to anyone interested in being compelling in the moment.

This book is masterful in its exploration of the use of language in American life, especially in business and politics. It was written by Dr. Frank Luntz, who calls himself a "linguistic geek." It's ideal for anyone, like me, who loves words and reading. The subhead to the book is "It's not what you say, it's what people hear." The trick is to speak in a way to make people hear what you want them to hear. To be persuasive. As Luntz writes, "It's not enough to be correct or reasonable or even brilliant." People must first listen, and then understand. This book gives many comparisons of word choices, and explains why one choice is the most effective. For example, instead of saying "comprehensive," say "easy to understand." "Pre-owned vehicle" sounds much better than "used car." "Housewives" have turned into "stay-at-home moms." I'm reminded of another book I recently reviewed, Eat This Not That! which shows photos of foods to eat on the left, and comparable foods to avoid on the right. Words That Work could have been called Say This Not That! Luntz gives a list of ten rules of successful communication that anyone can use: 1. Simplicity: Use Small Words 2. Brevity: 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 Words have such power. They force you to organize your thoughts if you want to connect with other people. When my daughter was in preschool, she was told to "use your words" when she and another child had an angry, emotional disagreement. This strategy worked. It works for grownups, too. Fortunately, you don't have to share Luntz's politics to benefit from his book. I had to overlook his glee when describing the successful Contract with America in 1994, or how changing "drilling for oil" to the gentler phrase "energy exploration" frustrated "the entire environmental community." He describes Barack Obama's speeches as looking like they were "designed by Benetton." Learning how a wordsmith like Luntz helped usher in policies I disagree with is instructive and valuable. Here's the chapter list: 1. The Ten Rules of Effective Language 2. Preventing Message Mistakes 3. Old Words, New Meaning 4. How "Words That Work" Are Created 5. Be the Message 6. Words We Remember 7. Corporate Cast Studies 8. Political Case Studies 9. Myths and Realities About Language and People 10. What We REALLY Care About 11. Personal Language for Personal Scenarios 12. Twenty-one Words and Phrases for the Twenty-First Century 13. Conclusion The Memos Appendices: The 2003 California Gubernatorial Recall The 21 Political Words and Phrases You Should Never Say Again... Plus a Few More The Clinton Impeachment Language

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."