Print List Price: | $19.99 |
Kindle Price: | $10.99 Save $9.00 (45%) |
Sold by: | Hachette Book Group Price set by seller. |
Your Memberships & Subscriptions
Download the free Kindle app and start reading Kindle books instantly on your smartphone, tablet, or computer - no Kindle device required.
Read instantly on your browser with Kindle for Web.
Using your mobile phone camera - scan the code below and download the Kindle app.
OK
Audible sample Sample
Words That Work: It's Not What You Say, It's What People Hear Kindle Edition
Explore your book, then jump right back to where you left off with Page Flip.
View high quality images that let you zoom in to take a closer look.
Enjoy features only possible in digital – start reading right away, carry your library with you, adjust the font, create shareable notes and highlights, and more.
Discover additional details about the events, people, and places in your book, with Wikipedia integration.
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.
- LanguageEnglish
- PublisherHachette Books
- Publication dateJanuary 2, 2007
- Reading age13 years and up
- Grade level8 and up
- File size667 KB
Customers who bought this item also bought
- These, then, are the ten rules of effective communication, all summarized in single words: simplicity, brevity, credibility, consistency, novelty, sound, aspiration, visualization, questioning, and context.Highlighted by 1,154 Kindle readers
- There’s a simple test to determine whether or not your message has met this rule. If it generates an “I didn’t know that” response, you have succeeded.Highlighted by 785 Kindle readers
- Rule Five Novelty: Offer Something New In plain English, words that work often involve a new definition of an old idea.Highlighted by 320 Kindle readers
Editorial Reviews
From Publishers Weekly
Copyright © Reed Business Information, a division of Reed Elsevier Inc. All rights reserved.
Review
"One of the nation's leading pollsters and political language specialists." -- Washington Post.com
"Dr. Luntz, you are a freaking genius. The book is called Words That Work and you're always right." -- Chris Matthews
"Frank Luntz understands the power of words to move public opinion and communicate big ideas." -- Senator John Kerry
"Words That Work deserves an attentive read. Mr. Luntz offers a fair amount of good advice to anyone who must communicate publicly--most important, "be the message." By this he means that if you want to talk the talk and be believed, you must walk the walk--which is to say, you must mean what you say and act on it. Integrity sells.
"As the book develops, Mr. Luntz's "words that work" turn out to be portals for his clients to think hard about what they and their opponents stand for and how to align their positions more closely with what their audiences actually care about. This isn't hocus-pocus. It's just the result of hard work, careful thought and empathy--the staples of all intelligent public discourse."
-- Wall Street Journal"If you can't afford to hire Frank Luntz, you have to read Words that Work." -- Steve Wynn
"The pollster has a long track record of identifying the phrases that make or break political and corporate campaigns . . ." -- The (London) Sunday Telegraph
"Few political consultants can boast as many strings to their bow at such a young age as Frank Luntz. When he was barely in his thirties, the Republican wordsmith played a critical role in devising the Contract With America, which helped Newt Gingrich's Republican party win control of both houses of Congress for the first time in more than a generation....
"It is a fair bet that Luntz will play an influential role in the 2008 election, possibly in service of his old friend the former mayor of New York.
"Words That Work is Luntz's attempt to distil what he insists is his intrinsically honourable profession between two covers. To a large extent it works. Even where Luntz is protesting a bit too loudly - that negative attacks on political opponents rarely work, for example, and that, by implication, Luntz has never been involved in such skulduggery - he is always readable.
"Part lexicographic memoir, part self-help book, Words That Work shines when the accent is on the former. It is hard to think of any other political consultant in America who has coined as many effective slogans as Luntz. Some, such as his branding of the estate, or inheritance, tax as the "death tax", have remoulded conventional wisdom with devastating effect on their principally Democratic defenders.
"Others have crept into common usage less dramatically but just as effectively. Take "exploring for energy" instead of "drilling for oil", "tax relief" in place of "tax cuts", or "not giving" emergency hospital care to "illegal aliens" instead of "denying" it to "undocumented workers". Words, or rather the slicing and dicing of them to fashion our subliminal responses, do work, particularly when tried and tested in Luntz's two-hour "dial sessions", where volunteers convey their responses by turning a dial up or down in reaction to what they are seeing and hearing.
"Luntz has produced a fine book that teaches us a great deal about politics in today's America and about the minutely analysed mindset of the electorate. That Luntz's words are effective there can be little doubt." -- Financial Times
About the Author
Excerpt. © Reprinted by permission. All rights reserved.
WORDS THAT WORK
By Frank LuntzHyperion
Copyright © 2007 Dr. Frank LuntzAll right reserved.
ISBN: 978-1-4013-0259-7
Chapter One
How "Words That Work" Are Created"If you think about it, talking to a polling company is an odd way to behave. Strangers ask you to give them time and personal information for nothing so that they can profit from it." -Nick Cohen, Sunday Observer (London) "If I need five people in a mall to be paid forty dollars to tell me how to do my job, I shouldn't have my job." -Roger Ailes, President, Fox News Channel This story may get me barred from the United States Senate, but it was how I established my credibility with the toughest, most skeptical organization in America. Back in 1998, I was asked to create and then present new language on environmental issues to a meeting of the entire Republican Senate Conference. Helping members of the House is easy: They are open-minded, creative, and focused. The Senate, however, is a different animal entirely. They're generally older, uncompromising, and don't take kindly to others telling them either what to think or what to say. They also demand proof that your conclusions and recommendations are based on fact. I knew that to convince these senators that I had created the right language, I had to do something so novel, surprising, and provocative (rule five of successful communication) that even the most determined cynic would accept the results.
And so I arrived there armed with a video presentation that I knew could cost me dearly with four specific senators but would earn me the confidence I needed with everyone else. On that tape were speeches that I had written for these four senators. More accurately, I had written just one speech, and I had four senators read exactly the same text, word for word. I then had the speech "dial-tested" using a Madison Avenue technique described later in this chapter. The presentation video was a compilation of the results-each senator's second-by-second score.
On a big screen in front of the room, the senators watched as computer-generated lines created by a focus group of swing voters rose and fell based on how those thirty individuals felt about each word and phrase. But instead of showing each Senate speech individually, I had the tape edited to show how each paragraph fared, paragraph by paragraph, line by line, senator by senator. Sure enough, it didn't matter whether the speech was well delivered or mangled. It didn't matter whether the senator had a rich southern accent or flat northwestern inflection. The senator's gender didn't even matter. Regardless of the senator or the delivery, the good language scored well and the bad language scored poorly. And so the more than forty senators in the room were mildly amused to see that their four colleagues had unknowingly delivered the exact same speech, but they were impressed and convinced that good language does well no matter how good or bad the speaker. The methodology for creating words that work passed their stringent credibility test, and I have been invited back more than two dozen times.
Here's where I need to address the profession-the methodology-and give you a peek behind the one- way glass and word-laboratory curtain. My editors wanted this section to be very brief: to them, how words that work are created is less important than the words themselves. But I insisted that the process of word creation is and should be just as important as the outcome. So if you are just trying to pick up the language lingo, you may want to skip this section. But if you are in the business of language, or you enjoy the "making of" DVD "extras" as much as the movie itself, read on.
Let's start with the practitioners.
It's hard to tell who is in greater demand today: the Madison Avenue branding experts who are brought in to teach political parties how to define themselves, or the political consultants brought into corporate boardrooms to teach businesses how to communicate more effectively. The tools and techniques invented on Madison Avenue firmly took hold in Washington during the Reagan years-and they continue to drive our politics today. Similarly, more and more companies are turning to political professionals for help achieving the speed, agility, and linguistic accuracy that were once the unique province of electoral campaigns.
Pollsters and the polling they do are unnecessarily shrouded in a cloud of mystery, much of it their own making, in the mistaken assumption that the less people understand about the pollster's craft, the more the pollster can charge. The two best-known pollsters of the modern political era are Pat Caddell, who did the numbers for the Carter White House from 1977 through 1981, and Dick Morris, who became more of a general political advisor to President Clinton for most of his political career. Both men took on almost mythical proportions in the eyes of their clients and the media for their uncanny ability to translate staid numbers into vibrant political and linguistic strategy. And both men broke the first professional rule of thumb (and by the way, the term "rule of thumb" is based on an archaic rule where a husband was not allowed to beat his wife with anything thicker than his thumb) that the pollster is not the maker of public opinion but the translator of it.
Nevertheless, they forever changed the world of public opinion gathering. Caddell was the first pollster to test and turn language into a powerful political weapon, applying the art of "wordsmithing" to the science of opinion gathering. Morris, through the actual polling services of Mark Penn and Doug Schoen, was the first outside political advisor to essentially drive White House communication strategy. Between them, they applied the techniques of ongoing public opinion sampling and the application of language as an instrument of policy to create the permanent presidential campaign.
Today, polling is no longer a black art. There is a poll on every possible topic, and some Americans follow polls the way Wall Street follows the market. I am constantly amazed that the Q&A periods following my speeches across the country to various corporate and association audiences are consistently peppered with questions about some specific polling result in the news that day and its veracity-usually asked by someone who holds a contrary point of view.
The truth is, Americans are drowning in polling numbers. National news organizations poll on a monthly or even weekly basis, and the results are given more weight, space in print, and time on air than what the politicians are actually saying. Most recently there have been times when polls about the war in Iraq drowned out the real, actual events of the day. Unfortunately, while the media have all the numbers they can possibly crunch, most surveys and their accompanying analyses are lacking in meaningful insight.
I don't seek to undermine the profession that built my home and pays my mortgage, but telephone surveys have serious limitations that most readers would acknowledge-if they were in fact polled. The first is the increasing difficulty of getting a truly random sample of the population. The increase in cell- phone usage, particularly among those under age thirty, has made it extremely difficult to sample younger Americans (because some cell-phone calling plans charge individuals for incoming calls, it is not acceptable to poll cell phones). Similarly, the rise of "do not call" lists, the increase in unlisted phone numbers, and a general unwillingness of some Americans to answer questions from a stranger are all challenges that pollsters have to overcome every day.
Another problem with telephone polls, and Internet surveys as well, is that Americans don't want to respond yes or no to alternatives that are either unacceptable or require clarification. In the context of today's political environment, there are too many shades of gray, too many "Yes, but what I really think is ..." attitudes, too many voter priorities that cannot be ranked and explained over the phone. You can test a few words or slogans, but after about fifteen minutes, the respondent will stop responding. Internet surveys have an even shorter patience threshold before respondent fatigue sets in.
Even more problematic is the ordering of questions. Opinion pollsters know full well that where they ask a question within the survey exerts tremendous influence on what answers they receive. If a pollster has just spent fifteen minutes with you on the phone, grilling you about the frustrations of dealing with your HMO, and then closes the survey by asking you to rate the importance of health care reform against a host of other issues, you're far more likely to pick health care as highly important than you would be if it had been the first question in the survey. Likewise, laying out a new corporate pension policy to your employees will generate a strikingly different reception if you've first explained to them that the current policy is bankrupting the company and will lead to layoffs.
And even if the ordering of questions is correct, too many polls report what voters or consumers think without explaining how they feel-and why. They measure thoughts and opinions, but they don't provide a deeper understanding of the mind-and the heart. Feelings and emotions are what generate words that work.
That's why I am a committed disciple of focus groups in general and the "Instant Response Dial Session" in particular. A focus group is often nothing more than a formal discussion for ninety minutes or two hours with eight to twelve people who have similar backgrounds, behaviors, opinions, or some other commonality. Madison Avenue has been commissioning focus groups for more than half a century, and virtually every aspect of every major new product launch will involve a dozen or more of these sessions. Political researchers were slower to apply the value of face-to-face discussions to politics, as they are somewhat less profitable and somewhat more labor-intensive than traditional telephone surveys.
Focus groups have been much maligned by the media as a rogue science, designed to learn how to obscure and/or manipulate. True, they do have their limitations, most important among them the scientific inability to project the results of a discussion with two or three dozen people to a population of thousands or millions. They are reflective of the people in the session, not the total population.
But a well-run focus group is the most honest of all research techniques because it involves the most candid commentary and all of the uncensored intensity that real people can muster. As in telephone polling, focus groups begin by gauging respondent awareness and superficial opinions and attitudes. But unlike telephone polling, the superficiality is then stripped away, revealing deeper motivations, associations, and underlying needs. The interaction between a professional moderator and the participants encourages more honesty and less pandering, while measuring the intensity of opinion as well as individual motivation. That's where you'll find the words that work.
A well-run focus group is a laboratory for social interaction and word creation-yet it is one of the most obscure components of audience research. The composition of the focus group must be arrived at scientifically and statistically, and most Americans will never be invited to participate simply because most Americans don't qualify.
BE ALL THAT YOU CAN BE: THE COMPANY PERSONA AND LANGUAGE ALIGNMENT
It's not just CEOs and corporate spokespeople who need effective language to be the message. The most successful advertising taglines are not seen as slogans for a product. They are the product. From M&M's "melts in your mouth, not in your hand" to "Please don't squeeze the Charmin" bathroom tissue, from the "plop, plop, fizz, fizz" of Alka-Seltzer to "Fly the friendly skies of United," there is no light space between the product and its marketing. Words that work reflect "not only the soul of the brand, but the company itself and its reason for being in business," according to Publicis worldwide executive creative director David Droga.
In the same vein, advertising experts identify a common quality among the most popular and long-lasting corporate icons: Rather than selling for their companies, these characters personify them. Ronald McDonald, the Marlboro Man, Betty Crocker, the Energizer Bunny-they aren't shills trying to talk us into buying a Big Mac, a pack of smokes, a box of cake mix, a package of batteries; they don't even personalize the product. Just like the most celebrated slogans, they are the product.
Walk through any bookstore and you'll find dozens of books about the marketing and branding efforts of corporate America. The process of corporate communication has been thinly sliced and diced over and over, but what you won't find is a book about the one truly essential characteristic in our twenty-first-century world: the company persona and how words that work are used to create and sustain it.
The company persona is the sum of the corporate leadership, the corporate ethos, the products and services offered, interaction with the customer, and, most importantly, the language that ties it all together. A majority of large companies do not have a company persona, but those that do benefit significantly. Ben & Jerry's attracts customers in part because of the funky names they gave to the conventional (and unconventional) flavors they offer, but the positive relationship between corporate management and their employees also plays a role, even after Ben and Jerry sold the company. McDonald's in the 1970s and Starbucks over the past decade became an integral part of the American culture as much for the lifestyle they reflected as the food and beverages they offered, but the in-store lexicon helped by setting them apart from their competition. (Did any customers ever call the person who served them a cup of coffee a "barista" before Starbucks made the term popular?) Language is never the sole determinant in creating a company persona, but you'll find words that work associated with all companies that have one.
And when the message, messenger, and recipient are all on the same page, I call this rare phenomenon "language alignment," and it happens far less frequently than you might expect. In fact, virtually all of the companies that have hired my firm for communication guidance have found themselves linguistically unaligned.
This manifests itself in two ways. First, in service-oriented businesses, the sales force is too often selling with a different language than the marketing people are using. There's nothing wrong with individualizing the sales approach to each customer, but when you have your sales force promoting a message that has no similarity with the advertising campaign, it undermines both efforts. The language in the ads and promotions must match the language on the street, in the shop, and on the floor. For example, Boost Mobile, which caters to an inner city youth demographic, uses the slogan "Where you at?" Not grammatically (or politically) correct-but it's the language of their consumer.
And second, corporations with multiple products in the same space too often allow the language of those products to blur and bleed into each other. Procter & Gamble may sell a hundred different items, but even though each one fills a different need, a different space, and/or a different category, it is perfectly fine for them to share similar language. You can use some of the same verbiage to sell soap as you would to sell towels, because no consumer will confuse the products and what they do.
Not so for a company that is in a single line of work, say selling cars or selling beer, where companies use the exact same adjectives to describe very different products. In this instance, achieving linguistic alignment requires a much more disciplined linguistic segmentation. It is almost always a more effective sales strategy to divvy up the appropriate adjectives and create a unique lexicon for each individual brand.
(Continues...)
Excerpted from WORDS THAT WORK by Frank Luntz Copyright ©2007 by Dr. Frank Luntz. Excerpted by permission.
All rights reserved. No part of this excerpt may be reproduced or reprinted without permission in writing from the publisher.
Excerpts are provided by Dial-A-Book Inc. solely for the personal use of visitors to this web site.
From AudioFile
Product details
- ASIN : B000Q9J0K6
- Publisher : Hachette Books; 1st edition (January 2, 2007)
- Publication date : January 2, 2007
- Language : English
- File size : 667 KB
- Text-to-Speech : Enabled
- Screen Reader : Supported
- Enhanced typesetting : Enabled
- X-Ray : Enabled
- Word Wise : Enabled
- Sticky notes : On Kindle Scribe
- Print length : 483 pages
- Best Sellers Rank: #196,643 in Kindle Store (See Top 100 in Kindle Store)
- #25 in Rhetoric (Kindle Store)
- #108 in Business Office Skills
- #164 in Rhetoric (Books)
- Customer Reviews:
About the author
DR. FRANK I. LUNTZ is one of the most respected communications professionals in America today. He has written, supervised, and conducted more than 1,500 surveys and focus groups for corporate and public affairs clients all over the world. The go-to guy for Fortune 500 CEOs, he is the first resource media outlets turn to when they want to understand the American public. The author of the bestseller Words That Work, Luntz lives outside Washington, D.C.
Customer reviews
Customer Reviews, including Product Star Ratings help customers to learn more about the product and decide whether it is the right product for them.
To calculate the overall star rating and percentage breakdown by star, we don’t use a simple average. Instead, our system considers things like how recent a review is and if the reviewer bought the item on Amazon. It also analyzed reviews to verify trustworthiness.
Learn more how customers reviews work on AmazonReviews with images
-
Top reviews
Top reviews from the United States
There was a problem filtering reviews right now. Please try again later.
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
In the first paragraph of the first chapter, he proves that President Obama's 2008 speech -- "Don't tell me that words don't matter. 'I have a dream' -- just words?...." -- was plagiarized.
Then, still on the first page of the first chapter, he goes on to call Barack Obama "the Pied Piper of hope, opportunity, and change." "Millions of Americans whistled his tune right to the ballot box."
Speaking of words, I'd call this "mockery."
Speaking of Luntz's declared intention to avoid endorsing or criticizing any particular political party or agenda, I'd call this "hypocrisy."
He writes: "...there is much to be gained by being upbeat and optimistic. When you trash the opposition, you simultaneously demean yourself. The best warrior is a happy warrior. Accentuate the positive ... eliminate the negative. Negative definitely works, but a solid positive message will triumph over negativity."
According to his own judgment he demeaned himself one week ago, as this is being written, when the financial reform bill was about to come up for discussion in Congress. The bill was designed, in part, to find a more efficient way to dissolve a corporation AFTER it goes into bankruptcy. Luntz's memo to the Republican party made the usual recommendations regarding the use of short, memorable phrases in rebutting the Democrat's plans. One suggested phrase, the term "endless bailouts" was lifted directly from Luntz's memo and used in Mitch McConnell's objections on the floor of the Senate.
That's not only demeaning yourself (and your clients), it's also known as "lying", since the bill was intended to do exactly the opposite of what McConnell claimed.
That's not to vitiate the general points that Luntz makes in his book or to argue that the techniques he lists are in any way unworkable. And I agree entirely with some of the assumptions behind those points and those lists -- yes, the American people are fat, dumb, and unhappy. Or, as another observer of the public scene, H. L. Mencken put it, "Nobody ever went broke underestimating the intelligence of the American public."
Conservatives were extremely perceptive in picking up and using Frank Luntz. He's a genius as marketing, and a compelling and unflappable presence in public appearances. Oh, how the opposition needs someone with his brand of moral nihilism to build up their phraseology. One imagines what the world would look like if he were selling Democratic snake oil instead of Republican.
The signs on the Interstate highways that now read something like "Paid for by the National Highway Recovery and Reconstruction Act," followed by a lot of small print that can't be read at highway speed are placed at ten or twenty mile intervals.
Under Luntz, the traveler would see them every two miles and they would read simply, "Paid For By the Jobs Stimulus Bill" and signed, "President Barack Obama." Period -- and in big print.
Under Luntz, there would have been no contentious murk surrounding the health-care reform bill. It would have been described by its advocates (over and over and over) as "MEDICARE FOR EVERYBODY."
As I say, though, this doesn't detract from the author's expertise at turning commercial and political messages into propaganda. He's extremely good at what he does. The book is well-written, uses simple words, usually uses the first person singular, and is easy to read and understand, obviously written for an intelligent and literate audience but not for a bunch of eggheads. The examples are well chosen to illustrate the points that he's making and many, or even most of them, are non-political.
But even in these value-neutral passages, there's an obvious self-promotion going on that's -- maybe not "unnecessary", but unworthy of anyone with a D.Phil. from Oxford. The author is called "Dr. Frank Luntz" on the cover and in the blurbs. I doubt that when Rachel Maddow writes a book she'll be "Dr. Rachel Maddow" although she has the same degree from the same university. His name or some other self-referential statement seems to pop up on every other page. We run into things like "Luntz's Lists" and claims for the credit of inventing the 1994 "Contract with America." (Little mention of where that led us.)
It's possible to admire an author and much of what he's written without endorsing his political views or his reckless philosophy of duping the ignorant public. There is a lot of precedent. Most people -- those who can shake off the intent behind it -- find Leni Riefenstahl's documentary film, "Triumph of the Will," to be an awesome cinematic achievement despite its glorification of the Nazi movement. And we might mention "Battleship Potemkin", which satisfactorily explains why the Russian revolution was so necessary.
Well, in the interest of full disclosure, I'm only half-way through the book, though I don't expect any radical change in the author's posture. I'm learning a lot from it, and, as I say, I agree with much of it. I only wish the author would do some additional reading on his own, starting with the chapter in Chairman Mao's Little Red Book called, "On Enlightened Self Criticism."
That was clear - wasn't it? Words That Work is an important book for anyone who relies on language to earn their living, as I do. As a speaker, writer (my latest book is Be Unreasonable ), marketer and business accelerator, the specific language I use makes all the difference as to whether or not my message has impact. Often, the right words determine if I'm going to convince my audience, sell the deal, and win my case.
The Ten Rules for Effective Language and the Twenty-One Words and Phrases for the Twenty-first Century are standout chapters. It would be worthwhile to read the book for those alone. While the Ten Rules are not unique to this book, they are freshly and clearly presented in a way that makes for an ideal checklist. And you could use the Twenty-One phrases as a guidebook to construct your next press release.
This is a real-world tool, filled with powerful examples of language choice for you to adapt to your won communications. It's also pretty entertaining, with great nuggets of American social and political history. Plus, there's a fun section on myths about language and people, that while not one bit surprising is a great example of shaping the context with false assertions, and then knocking them down to advance your own arguments.
The most important message may be this: consistency matters - so repeat, repeat early, and repeat often. And while you're at it - communicate continuously. The one with the most message in the marketplace wins, every time.
Read this book, right away. (See, it works!)
Top reviews from other countries
Muy centrado en la cultura de Estados Unidos, en general no lo recomiendo.