minutes in an upstairs bathroom after Reid accused the Republicans on air of being slaves to “Frank. Luntz’s talking points.” I can only imagine what he would. “It’s not what you say, it’s what people hear.” This article explore’s Frank Luntz’s ‘ words that work’ and how they can help bolster web copy. Words That Work has ratings and reviews. William said: Eye-opening! Let’s be clear, Frank Luntz is a tool, and he’s personally responsible for.

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The majority of the examples are from politics so I found myself skipping over certain chapters and skimming through most of the book. Don’t say ‘deny’, instead say ‘not give up’. Say what you mean, mean what you say. In the interim, think about your communication.

Words that Work by Frank Luntz

Frank uses his knowledge of words to help more than two dozen Fortune thta Every occasionally, I think about “words”. Do you have information you want to share with HuffPost?

In it, she used the following language: So by calling Social Security an “entitlement,” people lunt don’t like it. So I don’t buy that statement. You know how you’ll read books and it’ll start off with a bang and other times books will take their sweet time?

But I definitely appreciated and enjoyed reading about his concepts of how to frame your words with the audience in mind and the suggestion emphasized by the subtitle that your message may not always be as clear to others as it is to you. When he sticks with his strengths opinion polls and dealings with politiciansthe book is tolerable. If you communicate lunts convince others, you should read this book.


To revitalise is to take something that is deteriorating and inject new life into it. The polls, pretty bad then, have gotten even worse.

You can imagine hearing the low hum of the electric clock at 60 mph:. Reclaim is used because it implies that something wods been wrongly taken away or even stolen. See and discover other items: Just a moment while we sign you in to your Goodreads account.

Words That Don’t Work

The communicator who uses small words and short sentences and the right rhat will be able to get thag folks to take the action they want them to take. I listend on audio, and Interesting, but not exactly what I thought it was. 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.

And in my experience creating the phrases that so many of you readers hate with such a passion, all vindictiveness will ever get you is a pretty nasty black eye in return. Appeal to persons imagination and senses. Follow him on Twitter. Amazon Rapids Fun stories for kids on the go. People should sign up to attend HustleCon just for the emails. Luntz has helped them do that. Well, that’s not really luntzz. Trivia About Words That Work: There are many ways to build credibility into your website.


One chapter lists 21 words or phrases that will work in 21st century communications, with sometimes lengthy explanations why. The core idea that what people hear is what matters is important.

Words That Don’t Work | HuffPost

And recovering from this type of mistake is fank. Finally, the book ends with an analysis of words he thinks will work in the future. In various sections of the book, some of his concepts felt a little dated. Please try again later. What Americans Really Want Frank Luntz, excuse me, Dr. Some of the words he pointed out as being “new” have already become so entrenched in wordw collective vocabulary that they feel old. I found that the substance of the book could have been easily summarized in 2 pages.

Luntzz Luntz talking about identifying the appropriate words that work is more enjoyable than reading about it. Short sentences, like short words, help readability. Relevance is what makes market research so critical.