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Words That Work: It's Not What You Say, It's What People Hear | 
 enlarge | Author: Frank Luntz
Publisher: Hyperion
Category: Book
List Price: $24.95
Buy New: $10.49
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Avg. Customer Rating:  96 reviews
Sales Rank: 3993
Media: Hardcover
Edition: 1
Number Of Items: 1
Pages: 352
Shipping Weight (lbs): 1.1
Dimensions (in): 9.5 x 6 x 1.5
ISBN: 1401302599
Dewey Decimal Number: 808.042
EAN: 9781401302597
ASIN: 1401302599
Publication Date: January 2, 2007
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Product Description
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 countryIn 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. He'll 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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| Customer Reviews: Read 91 more reviews...
 A must-read for anyone in marketing June 17, 2008
Need to sell a product or service? Need to convince an audience of your POV? Need to make a case for a raise? This book provides invaluable ideas, tips and concepts for everyone who communicates in writing or in person.
Useful knowledge May 8, 2008
Great book for people who's work depend on a lot of comunication.It contains lot of useful knowledge and explanation how to orginze ur words to get the message throu. Very well writen(not that I know anything about writing)but I found it easy to read and hard to put down.
 and too many that don't April 19, 2008
0 out of 1 found this review helpful
Save your money. Mr Luntz has loaded this tome with lots of pointless trivia. There is a table of jargon along with their meanings. Did you know that "bling" means bright , flashy jewelry? Or how about this brilliant insight,"What's particularly striking about the new language is that it is coming not from the older elites of society who live in wealthy suburban neighborhoods but from the hip-hop youth culture found in America's urban areas." You will not be sharing these insights at your wealthy suburban tea parties or with your hip-hop, bling encrusted pals either.
 expecting better March 29, 2008
The one word that came to mind as I tried to cull some knowledge from this work is 'puffery'. That is a word that works for this book. As a fellow market researcher I was hoping to gain some insight from a high visibility professional but as other reviewers have pointed out there is so much name dropping, political partisanship, and blathering that I could not finish the book. It is in need of a good editor, but apparently Luntz used the right words to talk them out of it. I was disappointed to have wasted my time.
 Business People Should Read This Book! March 7, 2008
1 out of 1 found this review helpful
Over the years I have read more business books than I care to remember. I am a "business book junkie" of sorts. While this is not "per se" a business book, it should be read by "business people." Why? Because business (marketing, selling, implementing, etc.) is mostly about effective communications. What and how we communicate is often the difference between success and failure.
I agree with another reviewer, this is not a great book, but then again there are very few great books. It is however a good one. While the author's anecdotes often appear "self serving," there are nonetheless significant insights that are presented in a clear and succinct fashion. Yeah, OK, maybe we have heard/read this kind of thing before, but not exactly in this particular way and not with the same kind of clarity.
I would especially recommend this book to anyone that uses words to make a living or simply to create an online presence. With the explosion of the blogosphere and social networking sites, this is a significantly large group. Our "digital footprints" tend to live for a very long time and we should take care to communicate well.
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