Frank Luntz- Words That Work; It's Not What You Say, It's What People Hear
Quote:http://www.amazon.com/WORDS-THAT-WORK-Fr...1401384...
Details:
Audio 5 CD
Publisher: Hyperion (January 2, 2007)
Language: English
ISBN-10: 1401384889
ISBN-13: 978-1401384883
Description:
From Publishers Weekly
After repeating his mantra—"it's not what you say, it's what people hear"—so often in this book, you'd think that Republican pollster Luntz would have taken his own advice to heart. Yet in spite of an opening anecdote that superficially attempts a balanced tone, the book as a whole truly reads more like a manual for right-wing positioning. Even in the sections where he is less partisan, Luntz's advice is not particularly insightful. For instance, his first chapter, on "Ten Rules of Effective Language," starts by instructing readers to use small words and short sentences in their communications. The least effective section in the book is the chapter on "Personal Language for Personal Scenarios," where Luntz advocates manipulative strategies for getting out of traffic tickets, boarding airplanes at the last minute and apologizing to one's wife with the "miracle elixir" of flowers. The most readable and redeeming feature is the two case studies, where Luntz demonstrates his skill as a communicator by identifying real-world communications successes and failures. Unfortunately, by the time nonpartisan readers reach these chapters, they will have already lost patience. (Jan.)
Copyright © Reed Business Information, a division of Reed Elsevier Inc. All rights reserved. --This text refers to the Hardcover edition.
Review:
"Words That Work deserves an attentive read. Mr. Luntz offers a fair amount of good advice to anyone who must communicate publicly--most important, "be the message." By this he means that if you want to talk the talk and be believed, you must walk the walk--which is to say, you must mean what you say and act on it. Integrity sells.
"As the book develops, Mr. Luntz's "words that work" turn out to be portals for his clients to think hard about what they and their opponents stand for and how to align their positions more closely with what their audiences actually care about. This isn't hocus-pocus. It's just the result of hard work, careful thought and empathy--the staples of all intelligent public discourse.
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