Words That Work, Revised, Updated Edition: It's Not What You Say, It's What People Hear

Words That Work, Revised, Updated Edition: It's Not What You Say, It's What People Hear | Frank Luntz | Highly Recommended--For Business or Pleasure

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Words That Work, R...

	Words That Work, Revised, Updated Edition: It's Not What You Say, It's What People Hear Frank Luntz Hyperion, 2008 - 368 pages average customer review:based on 7 reviews view larger image
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Invaluable Resource

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.

Highly Recommended--For Business or Pleasure

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.

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Helped me think differently about my language

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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Do Luntz's Words Work for You?

The author resents accusations that his language hides and distorts meaning. "I do not believe there is something dishonorable about presenting a passionately held proposition in the most favorable light, while avoiding the self-sabotage of clumsy phrasing and dubious delivery." He then outlines his ten rules for effective language (Simplicity, Brevity, Credibility, Consistency, Novelty, Sound, Aspiration, Visualization, Asking Questions and Context / Relevance) and spends the rest of the book illustrating their use. Frank Luntz's book makes a good case that these rules are effective.

Several topics are worth reading closely. Luntz describes the "dial session" focus group methods he has devised to elicit and test snippets of effective language. He lays out the linguistic techniques he used to make the Republican "Contract with America" so appealing to voters. Chapter 9 debunks language-related myths the author's research has uncovered. These myths include that Americans are well educated, read a lot, and are generally happy. The truth corresponding to each myth has implications for choosing effective political and advertising language.

Frank Luntz's in-your-face style comes through in his stories--particularly the ones that end with him being thrown out of yet another client meeting. For readers who may be uncomfortable with this style, I'll suggest a brief test. The political and business arenas that contribute the bulk of his examples are far from most readers' experience. But Chapter 11, "Personal Language for Personal Scenarios," is different. It recommends the best language for apologizing, requesting a raise, avoiding a traffic ticket, and other everyday situations. This ten-page chapter is a quick read. You can easily finish it while sitting in one of those comfortable chairs at Borders. If you find value in this chapter, consider reading the rest of the book. If it puts you off, leave the book there on the floor next to the chair.

Readers troubled by Luntz's conservative perspective may want to counterbalance with George Lakoff's book (Moral Politics : How Liberals and Conservatives Think) on the different metaphors that underlie conservative and progressive thinking. ("Progressive" is Lakoff's own Luntzian rehabilitation of the word "liberal.") Like Luntz, Lakoff uses examples and principles from his professional experience and political beliefs. Both authors are worth reading for what they say about effective use of language. We can learn from them whether we agree with their politics or not.

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reviews: page 1, 2

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