Bibliograph

Words that work, it's not what you say, it's what people hear, Frank Luntz

Type

Label

Words that work, it's not what you say, it's what people hear, Frank Luntz

Language

eng

Bibliography note

Includes bibliographical references (p. [297]-301) and index

Index

index present

Literary Form

non fiction

Main title

Words that work

Nature of contents

bibliography

Oclc number

70046041

Responsibility statement

Frank Luntz

Sub title

it's not what you say, it's what people hear

Summary

Communications expert 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. Luntz has used his knowledge of words to help more than two dozen Fortune 500 companies grow. He tells 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 is for you.--From publisher description

Table Of Contents

The ten rules of effective language -- Preventing message mistakes -- Old words, new meaning -- How "words that work" are created -- Be the message -- Words we remember -- Corporate case studies -- Political case studies -- Myths and realities about language and people -- What we REALLY care about -- Personal language for personal scenarios -- Twenty-one words and phrases for the twenty-first century

Classification