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

Words That Work: It's Not What You Say, It's What People Hear Author Frank I. Luntz
ISBN-10 1401309291
ISBN-13 9781401309299
Year 2008-08-05
Pages 368
Language English
Publisher Hachette Books
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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

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