Words That Work

It's Not What You Say, It's What People Hear

De: Frank Luntz

Narrado por: Frank Luntz

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. 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.©2007 Dr. Frank Luntz. All Rights Reserved; (P)2007 Hyperion

Social power and Confidence.

loved it. It might be fun to listen to the last chapter with the interview before actually listening to the book, for those who want to know about the author for better enjoyment of the book. this man has shaped the way we think about policies, politicians, and products with some very simple word choices. ones that are in common usage in the English language even.

The communications classic

This book is a little dated. Even Luntz really doesn't know what words will work these days but it is worth trying to find them. This book is really just a series of examples of situations where words worked or didn't and the process that Luntz uses to identify the right message, with focus groups, polling, mashing data together to create a picture of what moves people. It should be required reading for any beginning marketing student, especially someone interested in political communication.

good

it's good i like it maybe you would to nice points &some facts & stuff

Excellent

Very good. Lots of useful information for people that needs to communicate effectively.

You Were Right...

Not to stard off with the maid example. This first time I heard it I actually did a rewind.