Words That Work

It`s Not What You Say, It`s What People Hear
by Luntz, Frank I.

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Item#: 10285295

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A leading communications expert explains how the tactical use of words and phrases influences what we buy, who we vote for, and what we believe, in a volume that encompasses sections ranging from "The Ten Rules of Successful Communication" to "The 21 Words and Phrases for the 21st Century."

Author:: Luntz, Frank I.

ISBN:: 9781401302597
Format:: Hardcover
Pages:: 324
Publish Date:: 01/02/2007
Publisher:: Hyperion Books
Language:: English

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After repeating his mantra-"it's not what you say, it's what people hear"-so often in this book, you'd think that Republican pollster Luntz would have taken his own advice to heart. Yet in spite of an opening anecdote that superficially attempts a balanced tone, the book as a whole truly reads more like a manual for right-wing positioning. Even in the sections where he is less partisan, Luntz's advice is not particularly insightful. For instance, his first chapter, on "Ten Rules of Effective Language," starts by instructing readers to use small words and short sentences in their communications. The least effective section in the book is the chapter on "Personal Language for Personal Scenarios," where Luntz advocates manipulative strategies for getting out of traffic tickets, boarding airplanes at the last minute and apologizing to one's wife with the "miracle elixir" of flowers. The most readable and redeeming feature is the two case studies, where Luntz demonstrates his skill as a communicator by identifying real-world communications successes and failures. Unfortunately, by the time nonpartisan readers reach these chapters, they will have already lost patience. (Jan.) (c) Copyright PWxyz, LLC. All rights reserved

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