Words That Work
It’s Not What You Say, It’s What People Hear
About the book
Communications expert Dr. Frank Luntz looks behind the scenes at how the choice of words shapes what people buy, how they vote and even what they believe. Drawing on work with more than two dozen Fortune 500 companies, he explains cases such as why Rupert Murdoch's six-billion-dollar purchase of DirectTV made sense because satellite sounded more advanced than digital cable, and why drug makers shifted their message from treatment toward prevention and wellness. One chapter sets out The Ten Rules of Successful Communication, another lists 21 words and phrases for the new century. Luntz covers campaign slogans, product ads and speeches, and everyday situations such as talking out of a traffic ticket or into a raise.
Ryan Holiday named it on his list of 24 books to hone a strategic mind, pairing it with another title as the best books on political theater from left and right and arguing that word choice really does matter. SquarePlanet founder Brian Burkhart said he fully agrees with Luntz that imagine and believe are the two strongest words.
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This book has 2 recommendations
Ryan Holiday (Founder/Brass Check)
These two books are the two best books of political thinking and theater from both the left and the right. Regardless of ideologies, both are experts in influencing and leading public perception through image and words. It actually matters whether we’re talking about illegal immigrants or undocumented workers, or whether we describe the problem as climate change or global warming. Strategists need to understand the power of language and framing–it doesn’t matter how right you are, if you lose this battle it can be impossible to rally people to your cause. Read both these books.
Brian Burkhart (Founder & Chief Word Guy/SquarePlanet Presentations & Strategy)
He’s the one who said the two most powerful words are “imagine” and “believe.” That’s huge, and I absolutely agree.
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