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Words That Work, Revised, Updated Edition: It's Not What You Say, It's What People Hear | 
 enlarge | Author: Frank Luntz
Publisher: Hyperion
Category: Book
List Price: $15.95
Buy New: $9.25
You Save: $6.70 (42%)
New (45) Used (11) from $8.96
Avg. Customer Rating:  11 reviews
Sales Rank: 2612
Media: Paperback
Edition: Reprint
Number Of Items: 1
Pages: 368
Shipping Weight (lbs): 0.5
Dimensions (in): 7.8 x 5.2 x 1.1
ISBN: 1401309291
Dewey Decimal Number: 650
EAN: 9781401309299
ASIN: 1401309291
Publication Date: August 5, 2008
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| Customer Reviews: Read 6 more reviews...
 Deserves More Recognition November 17, 2008
There are a few reviewers who say that this book is a waste of time because of the author's political views, and emphatically say people should buy some other book. This is an asinine statement. This book is intelligently written, with ample real-world examples from the fields of business, politics, and personal life, and touch upon the current American mind-set and culture. The author's political view should in no way make this book "unreadable." Those who say such things have either not read the book or have absolutely no ability to gain understanding and wisdom from the other perspectives.
Nevertheless, Mr. Luntz has done a considerably good job in articulating words and phrases that influence the American people. Moreover, WHY these words and phrases are influential is also discussed, although at times in-depth analysis is lacking.
Influencing people or making coherent, likable arguments is an incredibly complex task. It's not merely about stage presence. It's not just about the tone and tenor of voice. It's not only about the type of suit the speaker wears. It's not just about the persona. It's all of these elements, and more. Good politicians are separated from GREAT politicians by how they manipulate and transform not only themselves but also their audiences.
Bill and Hillary Clinton, Barack Obama, Joe Biden, Colin Powell, George W. Bush, Ronald Reagan...all of these individuals have some sort of compelling attribute about them that has drawn Americans to vote them into office or bestow upon them hero-status. Mr. Luntz talks about how these people (and others) were able to gain public employment, and become important leaders in the most powerful nation on earth. Certainly is this interesting reading by itself.
But those who wish to understand the nature of persuasion and argument should read this book as a guide. Under no circumstances will this book, by itself, provide all the information necessary to become a good orator or politician. However, it is certainly a good piece of work that highlights some of the best techniques used by successful leaders, and some of the worst as well.
Read this book with an open mind. Do not be dissuaded by Mr. Luntz's political stance, which is irrelevant to the actual content.
More in-depth analysis of why people vote or act in certain ways would have been nice. The print is also smaller than in most books. The writing is sometimes contrived and some sections seem endless. But, overall, it's a worth-while read that deserves 4-stars.
 Didn't care for it! November 14, 2008
I didn't care for this book at all. The author is a Republican so the entire book is made up of mostly political schemes used from past campaigns. While the information is interesting it does not compare to other books on the topic of Language. If you are interested in this type of material you would be better served by reading "Influence" by Robert Cialdini or anything from Richard Bandler. If you really want to influence, start reading up on NLP.
 TEN star book November 4, 2008
1 out of 1 found this review helpful
If you want to know why Senator Obama has done so well, while Senator McCain seems to stumble when it comes to attracting followers, this book tells why. Words and how they are used, even how they are said, fast or slow, calm or hurried, can make the difference between winning and losing. In 2008 Americans are hurried and even scared, so being calm and sure, calms people. Must read for any one wanting to get their message across.
 Forget It October 23, 2008
0 out of 3 found this review helpful
The book is not for me. It stinks, frankly.
I received 2 copies of this book, returned one to you for refund or credit and received neither.
Are you taking any action for me, a pretty good Amazon customer???
Robert F. MacLeish
Orlndo, Florida
Helped me think differently about my language October 1, 2008
5 out of 5 found this review helpful
This book has many strong points, although the examples were off-putting at times. I learned quite a bit about my own language and why it has been ineffective at times. I realized that certain words I have been using and imagery that I have been invoking in the minds of my listeners can make them feel/think the opposite of what I intend.
I found the most helpful chapters to be:
Chapter 1 - Dr. Luntz clearly lays out the ten rules of effective communication with examples and explanations
Chapter 6 - he covers words we remember, referring frequently back to the words that work. This helped me further see his reasoning for the words that work
Chapter 9 - this chapter on the typical American was interesting and surprising!
However, I felt that the author could have said many of the same things in a lot less words (breaking one of his own rules). I also found myself becoming upset over his subtle and not-so-subtle promotion of the Republican platform. I picked up this book to learn more about communication, not to know the authors' own political opinions. I think he could have discussed the examples in a more balanced manner. For instance, he used the Swift Boat example as if the allegations made against John Kerry were known to be true (i.e. without presenting both sides of the story or at least mentioning the other side).
Overall, I found the book to be a useful read. I found that I got more out of it if I analyzed his examples without letting my own opinions override the analysis.
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