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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: $9.14
You Save: $6.81 (43%)
New (44) Used (10) from $8.86
Avg. Customer Rating:  12 reviews
Sales Rank: 3597
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
Publication Date: August 5, 2008
Availability: Usually ships in 1-2 business days
Shipping: International shipping available
Condition: Brand New. Delivery is usually 5 - 8 working days from order, International is by Royal Mail Airmail
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| Customer Reviews: Read 7 more reviews...
 Word up! August 23, 2008
23 out of 23 found this review helpful
This book is masterful in its exploration of the use of language in American life, especially in business and politics. It was written by Dr. Frank Luntz, who calls himself a "linguistic geek." It's ideal for anyone, like me, who loves words and reading.
The subhead to the book is "It's not what you say, it's what people hear." The trick is to speak in a way to make people hear what you want them to hear. To be persuasive. As Luntz writes, "It's not enough to be correct or reasonable or even brilliant." People must first listen, and then understand.
This book gives many comparisons of word choices, and explains why one choice is the most effective. For example, instead of saying "comprehensive," say "easy to understand." "Pre-owned vehicle" sounds much better than "used car." "Housewives" have turned into "stay-at-home moms."
I'm reminded of another book I recently reviewed, Eat This Not That! which shows photos of foods to eat on the left, and comparable foods to avoid on the right. Words That Work could have been called Say This Not That!
Luntz gives a list of ten rules of successful communication that anyone can use:
1. Simplicity: Use Small Words
2. Brevity: Use Short Sentences
3. Credibility is As Important As Philosophy
4. Consistency Matters
5. Novelty: Offer Something New
6. Sound and Texture Matter
7. Speak Aspirationally
8. Visualize
9. Ask a Question
10. Provide Context and Explain Relevance
Words have such power. They force you to organize your thoughts if you want to connect with other people. When my daughter was in preschool, she was told to "use your words" when she and another child had an angry, emotional disagreement. This strategy worked. It works for grownups, too.
Fortunately, you don't have to share Luntz's politics to benefit from his book. I had to overlook his glee when describing the successful Contract with America in 1994, or how changing "drilling for oil" to the gentler phrase "energy exploration" frustrated "the entire environmental community." He describes Barack Obama's speeches as looking like they were "designed by Benetton." Learning how a wordsmith like Luntz helped usher in policies I disagree with is instructive and valuable.
Here's the chapter list:
1. The Ten Rules of Effective Language
2. Preventing Message Mistakes
3. Old Words, New Meaning
4. How "Words That Work" Are Created
5. Be the Message
6. Words We Remember
7. Corporate Cast Studies
8. Political Case Studies
9. Myths and Realities About Language and People
10. What We REALLY Care About
11. Personal Language for Personal Scenarios
12. Twenty-one Words and Phrases for the Twenty-First Century
13. Conclusion
The Memos
Appendices:
The 2003 California Gubernatorial Recall
The 21 Political Words and Phrases You Should Never Say Again... Plus a Few More
The Clinton Impeachment Language
Highly Recommended--For Business or Pleasure September 16, 2008
4 out of 4 found this review helpful
Luntz gives a fascinating analysis of past and current political races and how words have shaped and continue to shape voter thinking on both popular and unpopular issues. If you're older than forty, you'll find yourself reading along and recalling the shifting opinions as the words of our politicians and media changed in talking about the oil crisis and the environment, the social security system and retirement, illegal immigration and terrorism.
Another great section is Luntz's discussion about advertising--words that work in slogans and ads. He tells why some ads became classics and why some faded into oblivion almost immediately.
Any student of advertising or marketing, any PR specialist, or corporate communication director will find this book a treasure. Others will read it just for sheer fun.
Invaluable Resource September 8, 2008
3 out of 3 found this review helpful
This book is an invaluable testament to the power of language. It is concise, to the point, and provides easy-access tips for on-going and aspiring influencers and leaders. As an executive coach and on-air 'communication guru', I recommend it to all of my clients - and to anyone interested in being compelling in the moment.
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.
 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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