Ebook Download Words That Work: It's Not What You Say, It's What People Hear, by Frank I. Luntz
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Words That Work: It's Not What You Say, It's What People Hear, by Frank I. Luntz
Ebook Download Words That Work: It's Not What You Say, It's What People Hear, by Frank I. Luntz
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About the Author
Frank Luntz is one of the most respected communication professionals in America today. He has written, supervised, and conducted more than a thousand surveys and focus groups for corporate and public affairs clients here and abroad. He has developed campaigns for Merrill Lynch, Federal Express, AT&T, Pfizer, and McDonalds. Currently the host of America's Voices on MSNBC, Dr. Luntz is the first resource media outlets turn to when they want to understand American voters. His recurring segments on MSNBC/ CNBC during the 2002 election cycle won an Emmy. He lives in Alexandria, VA.
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Product details
Paperback: 368 pages
Publisher: Hachette Books; Reprint edition (August 5, 2008)
Language: English
ISBN-10: 9781401309299
ISBN-13: 978-1401309299
ASIN: 1401309291
Product Dimensions:
5.2 x 1.2 x 8 inches
Shipping Weight: 7.2 ounces (View shipping rates and policies)
Average Customer Review:
4.1 out of 5 stars
260 customer reviews
Amazon Best Sellers Rank:
#32,738 in Books (See Top 100 in Books)
What we say to each other and how we say it conditions how people respond to each other. Frank Luntz' book is an easy to read "textbook" on how to achieve your personal goals using "words that work." I have always believed that using negative words, such as "regret" or "problem," should be avoided. But Luntz tells us not only what words or phrases to use but why.This book should be a textbook used in a course offered in any communications curriculum.
I'll agree with the other reviewers. The book doesn't know who their audience. Every chapter read like the readers needed help running their own campaign. And the book is clearly advertising for every day use. The author used marketing tactics on unsuspecting customers. Unless you want this for political reasons, skip this book.
lt's a good book. lt certainly has a few very good points. However, l find its message to be repetitive. l have the feeling you could say in one chapter what the author conveyed in many (yes, he should've stick to some of his own rules: be brief, etc.) :-))lt will raise your awareness on the need to calculate which words to use and how to convey them.Also, l found it reads easily for the most part.
I must confess that I had never heard of Dr. Frank Luntz until I sat through his presentation at a large conference. In a word, he was excellent, even electric, as he roamed through the large audience, speaking without notes, and engaging each person along the way. His message was clear - focus more on the message you need your audience to hear - and how you can be understood, and less on oratorio, lofty rhetoric and messages that can be easily missed or misunderstood.Good message. Luntz is clearly someone who follows his own advice. And, if his subliminal message to the attendees was, "If you are enjoying this, buy my book ...", he clearly succeeded with me - I ordered it during the conference.Here is a bit of criticism. Hearing Luntz talking about identifying the appropriate words that work is more enjoyable than reading about it. But, it's not that his writing style is bad - it's just that he is so strong verbally that I think I held him to a higher standard. Actually, he imbeds humor, questions and "conversations" with the reader that make the pages flow. And, a lot of good old common sense too. Had I not seen him in action, I would not have made this observation.I know there is some question between the difference between words that communicate vs. words that manipulate. There is a definite fine line here, particularly within the political arena, of which much of this book is devoted. Still, one earlier reviewer ascribed this to the more broadly defined "words that persuade," and I think this is fair.Beyond all the stories, case studies and personal experiences involving products and products (the majority of the book), however, there is a primer in communication skill development for the reader. He tells readers which words work within their daily lives, be they needed to avoid a speeding ticket, negotiate with a spouse, or make the big presentation to the boss (followed by a forward looking request for a raise). In other words, I found that Luntz' book was much more than "words that work," it was about helping perceptive readers to become "people that work [more effectively, productively, successfully]."Let me end by asking interested readers how they might approach their next big presentation. After reading this book, they are far more likely to begin with, "Imagine a working environment in which everyone spoke so simply, so clearly, so credibly, so consistently, so aspirationally," that everyone knew what they were supposed to do, and why and when ..."Much more powerful.This book reflects the popular culture. The examples are real and current. It is brain food for people who choose to improve by thinking about and using words that people hear. Highly recommended.
The book is valuable, and should be purchased in conjunction with George Lakoff's works. Lakoff and Luntz are like Yin and Yang of a much broader puzzle, the political and moral implications of the language we use, and the persuasive and behavioral modification properties inherent in our language.If is important to read these books not because you want to persuade and influence others; it is important to read Luntz's Words that Work, and other books like Lakoff's if you want to know and understand the ways in which others may be trying to persuade *you*.The greatest disservice to the general public has been denying it an education in rhetoric, without which we are far more susceptible to its abuses, and unable to responsibly use it to aid us and our communities.Read Words that Work and see what sort of rhetorical appeals are made of you, and how you can better command and lead your own fortunes, and choose the influences to want to listen to, or not.
I make my living with words. So most of what I read here I already knew. Having said that, it was a good refresher course. The book deals mostly with words in politics. But it also discusses slogans and words used in business.Is the book about manipulating? Sure it is. But, fact is, any time you use words to sell an idea or a product, you're manipulating --- or at least trying to do so. A better word would be "persuasion."As the author says, "It's not what you say that matters. It's what people hear." And that's true. It never fails to amaze me how easily people misread what they're told or what they hear or read. Why? People don't really listen. People are thinking their private thoughts. They are thinking what they'll say next. They're not listening to you. So they're hearing sound bites.The communicator who uses small words and short sentences and the right words will be able to get these folks to take the action they want them to take.If you communicate to convince others, you should read this book. It's not the best written book I've read. It's not the best book on this topic. It's not a great book. And there are errors. Errors in wording and errors in fact.For example, the author says that people do not buy things from long gone decades. They prefer items of today. Well, that's not really true. There is a large market in fountain pens from the twenties, thirties and into the sixties. I know. I collect them. The market for Parker 51 pens from the forties is keen. So I don't buy that statement.But the book is a decent read. It will help anyone who needs words and needs to persuade people.
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