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It's Not What You Say, It's What People Hear
Hyperion
November 2006
On Sale: January 9, 2007
ISBN: 1401302599
EAN: 9781401302597
Hardcover
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Non-Fiction
The nation's premier communications expert shares his wisdom
on how the words we choose can change the course of
business, of politics, and of life in this country 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. 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. Nobody is in a better position to explain than Frank Luntz:
He has used his knowledge of words to help more than two
dozen Fortune 500 companies grow. He'll 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." If you ever wanted to learn how to talk your way out of a
traffic ticket or talk your way into a raise, this book's
for you.
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