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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Taht listend on audio, and the narrator kept up interest. It is brain food for people who choose to improve by thinking about and using words that people hear. Jan 29, Evelyn Puerto rated it really liked it Shelves: Reclaim is the best word because it implies that something has been wrongly taken away—even stolen —by someone guess who? Apr 07, William rated it really liked it. An example of how the above rules can be applied to a stump speech delivered owrds Hillary Clinton outlining the ‘four big goals’ she would have as president in September With so many messages and so many communication vehicles competing for our attention, the target audience must see individual, personal meaning and value in your words.

Oct 13, Madeline added it Shelves: Overall, Words that Work is a useful read for anyone who uses words for a living and wants to harness their power effectively. A string of words that have the same first letter, the same sound, or the same syllabic cadence is more memorable than a random collection of sounds.

Instead, he explains how loosening restrictions on environmental laws should be call the “Keep America Clean” act and why giving more money to the rich should be called the “Job Creation Act.

I might increase my rating to 4 stars if the book was updated; however, given its publication date, some of the specific semantic advice Dr.


I know there is some question between the difference between words that communicate vs. Some are straightforward, like simple language and correct spelling. Apple gets a lot of things right with their copy, one of them being alliteration words that start with the same letter:. The people who thar this blog are mad, and I understand wordx. Biggest take-away, I think is to focus on the results not the process—and that aspirational speaking is most persuasive.

Words that Work by Frank Luntz

I tend to agree with the author’s politics. Does he have an ulterior motive? Not by addressing the workers’ concerns God forbid or improving pay or work conditions but by subtly undermining the union.

If you liked this article why not join the others who receive my newsletter? In fairness I skimmed large parts of it as I didn’t find it that interesting. By comparison, the Democrat majority that took Congress in November was remarkably disciplined and effective in promoting change, reform, and accountability in the weeks following their historic election. Shift the thought process.

While your copywriting efforts are ultimately contingent on connecting with your target audience, these principles will help get you there. To restore is to take something old and return it to its original lustre.

This is a time in our nation’s history where the tax base is the lowest that it has been since the late ‘s, and we do not have the money to pay our debts and provide needed government services.

Our system integrates the live data, segments it demographically and displays it to the back-room audience as a series of trace lines along with the video. I suggest reading chapter 1 “The Ten Rules of Effective Language” then skimming the rest unless you find an example particularly interesting. I listend on audio, and Interesting, but not exactly what I thought it was.

Design What Apple needs to fix in and beyond Co. Pages with related products.

Words That Work: It’s Not What You Say, It’s What People Hear by Frank Luntz

Instead, she chose to poke Rice straight in the eye with a stick sharpened by a crude personal attack. Frank Luntz wander with this awful book and how long tuat I keep reading it. But making the same statement in the form of a rhetorical question makes the reaction personal — and personalized communication is the best communication.


According to Doctor Luntz, who has no doubt tested every word in polls and focus groups, changing the name of an ftank from gambling to gaming, transforms not just the image but the activity itself, from a destructive and risky behavior to good clean fun.

How mere ‘words’ can induce so much emotions. I know the satisfaction that comes from delivering that decisive verbal blow. Also, if you are a political lefty like me, be prepared to put up with a lot of b.

BJ Fogg, Stanford research on persuasive technology, says there are 4 types of web credibility:. Top Reviews Most recent Top Reviews. Despite his protestations, Luntz is master manipulator. They are thinking what they’ll say next.

Follow the Author

The first five rules in this chapter do just that: Many of his examples include extensive studies with focus groups to examine and analyze reactions. I particularly liked this small part These “important words” sections felt even more dated than others.

I am both educated and amused. People aren’t clever, logical, rational, or willing to put thar hours of research to inform themselves on what the facts actually are. It’s not the best written book I’ve read.

By that time I’d more or less decided I wanted to study English literature and writing but I had no idea what career might come of it. Get fast, free shipping with Amazon Prime. The book drags, lacks humor, and lacks gripping stories. Keep visuals simple and impactful.