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Words That Work: It's Not What You Say, It's What People Hear
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. 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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| From: Amazon Posted: Jun 17, 2008 Type: User Review |
A must-read for anyone in marketing
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.
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 5.00/5 |
| From: Amazon Posted: May 08, 2008 Type: User Review |
Useful knowledge
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...
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5.00/5 |
| From: Amazon Posted: Apr 19, 2008 Type: User Review |
and too many that don't
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...
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 1.00/5 |
| From: Amazon Posted: Mar 29, 2008 Type: User Review |
expecting better
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...
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 3.00/5 |
| From: Amazon Posted: Mar 07, 2008 Type: User Review |
Business People Should Read This Book!
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,...
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4.00/5 |
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