This article explores frank luntz s words that work and how they can help bolster web copy. The key principles to take your business from ordinary to extraordinary dr. Frank ian luntz born february 23, 1962 is an american political consultant, pollster, and public opinion guru best known for developing talking points and other messaging for republican causes. Making the communication about you, only serves to undermine any shred of true sincerity or credibility you may have. Frank luntz heres a rather biased profile of him on wikipedia. Visualize, the word imagine is an incredibly powerful tool. Words that work is subtitled its not what you say, its what people hear, and its written by dr. Frank has become the goto consultant when fortune 100 companies and their ceos need communication and language guidance. Frank luntz shares his wisdom on how the words we choose can change the course of business, of politics, and of life in this country.
Luntz offers more than seventy new words that work for private oneonone meetings with your boss, for public presentations to hundreds of colleagues, or for television appearances that reach millions. Using luntzs words that work to ignite your web copy. Speak aspirationally, people forget what you say but not how you made them feel. Its not what you say, its what people hear words that work by dr.
Words that work by frank luntz is a powerful tool for creating effective language. His unfavorable rating is 30% though a majority dont give him any rating at all so dont make him the enemy. I just finished reading another book words that work, its not what you say its what people hear by author, pollster, and political advisor dr. In 2012, he finished 87th in a time magazine global poll of the most. Frank luntz page 7 of 10 when you are communicating to people, remember its about them. Since 1992 luntz has been producing a secret playbook outlining the rhetorical strategy,updating it yearly, and disseminating to the top conservative commentators and politicians. After a very insightful read about words and phrases that work within our culture, dr. Despite what one might expect from the originator of loaded terms like death tax, most of his book lives up to that promise of evenhandedness. Or, as frank luntz put it, words that work often involve a new definition of an old idea. Luntz first gained popularity with his 2007 release words that work. Frank was named one of the four top research minds by business week and. Frank luntz words that work pdf republic of fenerbahce.
Acknowledgments v introduction vii the war of the words xxi i. Leaked frank luntz republican playbook for conservative. It turns out his name is frank luntz, founder of the luntz research companies. Its not what you say, its what people hear, by frank luntz. The perceived incompetence of washington extends to its leadership. Pollster frank luntz will unveil the 50 words that matter most in business, economics, and politics. The political bent of the author is irrelevant to the worth of his findings. Frank has worked for more than 50 fortune 500 companies and ceos, but hes best known for political commentary. Frank luntz words that work 2007 is a guide to getting your point across more efficiently and effectively. Speaker frank luntz founder and president, luntz global from mark zuckerberg to james comey, from stormy daniels to donald trump, what do americans really think of the people making news right now.
You can have the best message in the world, but the person on the receiving end will always understand it through the prism of his or her own emotions. Barney frank, the chairman of the house financial services committee, is an example. Let me end by asking interested readers how they might approach their next big presentation. In other words, i found that luntz book was much more than words that work, it was about helping perceptive readers to become people that work more effectively, productively, successfully. In this engaging and humorous presentation, based on his book words that work, dr. Frank is the author of the new york times best seller words that work.
When the status quo was to emphasize a everexpanding size, volkswagen did the opposite, presenting a common idea cars in a new way small. 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. Speaker frank luntz founder and president, luntz global from mark zuckerberg to james comey, from stormy daniels to donald trump, what do americans really think of the people making news. Ganser in pdf form, in that case you come on to the loyal site. And no person knows more about the intersection of words and deeds than language architect and publicopinion guru dr. He begins his book words that work its not what you say, its what people hear with a chapter on the ten rules of effective language, and in this post i.
Internet archive contributor internet archive language english. Book frank luntz for public speaking harry walker agency. Frank luntzs words that work is an engrossing read of words that do work, whether in politics, business or just everyday life. The key principles to take your business from ordinary to extraordinary by frank i. Its not what you say, its what people hear, published by hyperion. Frank luntz explains words that work republican pollster frank luntz advises politicians on the language they should use to win elections and. Luntz the language of healthcare 2009 5 republicans must be for the right kind of reform that promotes protection of what americans want and demand most. This book delves into the way we use words, and it should resonate with any person from any background. The answers lie in the way words are used to influence and motivate, the way they connect thought and emotion. Luntz offers a behindthescenes look at how the tactical use of words and phrases affects what we buy, who we vote for, and even what we believe in.
Its not what you say, its what people hear publisher. With chapters like the 10 rules of successful communication and the 21 words and phrases for the 21st century, he examines how choosing the right words is essential. Frank luntz is one of the most honored communication professionals in america today. His work has included assistance with messaging for newt gingrich s. Luntz has made his fortune advising republican politicians on. I also hope that this will be the last israel language dictionary i ever have to craft. The words of this book, writes the republican strategist frank luntz, represent the language of america, not the language of a single political party, philosophy, or product. Luntz not only raises the curtain on the craft of effective language, but also.
Frank luntz words that work pdf minutes in an upstairs bathroom after reid accused the republicans on air of being slaves to frank. These blinks explain the power of language and how it can help you in any number of situations, from business to political discussions to getting out of a traffic ticket. The nations 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 workluntz offers a behindthescenes look at how the tactical use of words and phrases affects what we buy. His two previous books have been new york times bestsellers. Luntz is a very well known political consultant who has helped many politicians craft language with which to frame an issue. Frank luntz explains words that work fresh air january 9, 2007 republican pollster frank luntz advises politicians on the language they should. Luntz to understand the hopes and fears of americans than to any other political pollster. Frank luntz is the author of the new book words that work. Rather, they are backed up with extensive focus group and other research. Access a free summary of words that work, by frank luntz and 20,000 other business, leadership and nonfiction books on getabstract. The example he gave in the book was of volkswagens famous think small campaign.