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Words That Work: It's Not What You Say, It's What People Hear by Frank Luntz 2007 PDF {SPirate}
Communications expert 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. Luntz has used his knowledge of words to help more than two dozen Fortune 500 companies grow. He tells 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 is for you.--From publisher description.
Title Words that Work: It's Not what You Say, It's what People Hear
Author Frank I. Luntz
Publisher MJF Books, 2007
ISBN 1606711326, 9781606711323
Length 324 pages
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 country
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. Hell 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.
Hardcover, 352 pages
Published January 2nd 2007 by Hachette Books (first published December 20th 2006)
Original Title
Words That Work: It's Not What You Say, It's What People Hear
ISBN
1401302599 (ISBN13: 9781401302597)
Edition Language
English
Literary Awards
Audie Award for Business/Educational (2008)
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