Terry Gross; Related Topics. National duty fails, personal responsibility wins. The key to communication is to place yourself in the listener’s situation and understand his or her deepest thoughts and beliefs. 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. Dr. Frank Luntz is a renowned pollster and public opinion guru who regularly works as a communications consultant for American politicians. Reach them on a personal level. Frank I Luntz; Host. Download Words That Work in Business Books now!Available in PDF, EPUB, Mobi Format. The power of words in political campaigning and the new science of political influencing are brought to the fore by one of the most qualified voices in the business: the American Republican pollster and Oxford graduate Frank Luntz, credited with a substantial role in the victory of George Bush over John Kerry in the last-but-one American presidential election. When crafting Words that Work you need to say what people want to hear. The example he gave in the book was of Volkswagen’s famous “think small” campaign. Though this book talks more about words being used in politics than business, it is a good read for a marketer. Preventing Message Mistakes 34 III. Go Premium and get the best of Blinkist . Program presents the first in a series with famed pollster, political analyst, and language expert Frank Luntz. If it is possible to cut a word out, always cut it out. When the status quo was to emphasize a ever-expanding size, Volkswagen did the opposite, presenting a common idea (cars) in a new way (small). Never use the passive where you can use the active. 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. 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. He has led over 1,500 surveys and focus groups, and has contributed to numerous political and corporate campaigns. Share. But Luntz tells us not only what words or phrases to use but why. In Words That Work, Dr. Luntz … "Words That Work" by Dr. Frank Luntz Never use a long word where a short one will do. In Words That Work, Dr. Luntz not only raises the curtain on the craft of effective language, but also offers priceless insight on how to find and use the right words to get what you want out of life. Communication is about the effective use of language in the context of understanding the audience. The Art Of Asking – Amanda Palmer. “Words that Work” by Dr. Frank Luntz can be read by just about anyone, from those who identify themselves as an everyday reader, through CEOs or politicians, marketing professionals or educators. Words That Work: It's Not What You Say, It's What People Hear by Dr. Frank Luntz. Most of the “words that work” – where Luntz provides some words and phrases that he says are very powerful and effective in a political and business context – are very American specific. There are words that work, that are meant to explain and educate on policies that work, on products that work, on services that work. WORDS THAT WORK de FRANK LUNTZ. Related Book Summaries To Words That Work: Fluent In 3 Months – Benny Lewis. Never use a foreign phrase, a scientific word, or a jargon word if you can think of an everyday English equivalent. Words That Work: It's Not What You Say, It's What People Hear Publisher: Hyperion ISBN: 1401302599 Author: Dr. Frank Luntz Price: $24.95 Length: 350 Frank Luntz’s Words That Work looks at how to become a more effective communicator. Science-based achieves little, fact-based is best. 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. He found that lockdown is a no go, stay at home is a winner. Want to get the main points of Words That Work in 20 minutes or less? This book is dedicated to the 300 million Americans who make my day-to-day life so interesting and challenging, often annoying, but always rewarding. Words that Work by Frank Luntz is a book that was recommended by Matt Mullenweg (Founder of Automattic / WordPress) when I was listening to the Masters of Scale podcast on remote working. ‘Words that Work: it’s not what you say, it’s what people hear’, by Frank Luntz ‘Words that Work: it’s not what you say, it’s what people hear’, by Frank Luntz Topic: Personal brand, Communication. 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. Words that Work. CONTENTS . Guest. The Ten Rules of Effective Language 1 II. 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. Thanks to you, I am never bored. Words That Work, Revised, Updated Edition: It's Not What You Say, It's What People Hear Frank Luntz - Frank Luntz. 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