In his groundbreaking book, "Words That Work," Frank Luntz, the nation's premier communications expert, delves into the transformative impact of language on business, politics, and life. Luntz takes readers on a captivating journey behind the scenes, unraveling the strategic use of words and phrases that shape our decisions and perceptions.
The book is a treasure trove of insights, featuring chapters such as "The Ten Rules of Successful Communication" and "The 21 Words and Phrases for the 21st Century." Luntz eloquently demonstrates how the careful selection of words is paramount, influencing what products we purchase, whom we elect, and even the beliefs we hold dear.
Drawing on his extensive experience, Luntz sheds light on the profound influence of language in the corporate world. He highlights instances like Rupert Murdoch's strategic six-billion-dollar acquisition of DirectTV, attributing its success to positioning satellite as more cutting-edge than "digital cable." The author also explores how pharmaceutical companies masterfully shifted their messaging from "treatment" to "prevention" and "wellness," demonstrating the transformative power of words in shaping public perception.
Luntz's expertise extends beyond theory, as he reveals practical applications of effective communication. From navigating everyday scenarios like talking one's way out of a traffic ticket to negotiating a salary increase, "Words That Work" offers invaluable guidance for readers seeking to enhance their communication skills.
The book serves as a compelling resource for anyone intrigued by the art and science of language. By unraveling the intricacies of verbal expression, Luntz empowers readers to harness the power of words for personal and professional success. "Words That Work" stands as a testament to the profound impact language wields in shaping the world around us.
About the Author:
DR. FRANK I. LUNTZ is one of the most respected communications professionals in America today. He has written, supervised, and conducted more than 1,500 surveys and focus groups for corporate and public affairs clients all over the world. The go-to guy for Fortune 500 CEOs, he is the first resource media outlets turn to when they want to understand the American public. The author of the bestseller Words That Work, Luntz lives outside Washington, D.C.
Comments