Words that Work

About the Author

Dr. Frank Luntz, an acclaimed political consultant and pollster, is renowned for his expertise in the strategic use of language. Luntz has been at the forefront of political and corporate communication, advising Fortune 100 companies, political candidates, public advocacy groups, and world leaders. His influence in shaping public opinion and framing key issues has earned him the moniker "the hottest pollster in America" by The Boston Globe. His work has been pivotal in crafting some of the most memorable political and corporate campaigns of the last decade.

Main Idea

"Words That Work: It's Not What You Say, It's What People Hear" delves into the art and science of effective communication. Luntz emphasizes that the power of language lies not in the words themselves but in how they are perceived by the listener. The book explores the nuanced ways in which language can influence thoughts, emotions, and actions. Through his experience and numerous examples, Luntz demonstrates how carefully chosen words can sway public opinion, shape consumer behavior, and even alter political landscapes. The essence of his argument is encapsulated in the idea that "it's not enough to be correct, reasonable, or even brilliant; what matters is how your message is received by your audience."

Table of Contents

1. It's Not What You Say...
2. The 10 Rules of Effective Language
3. Preventing Message Mistakes
4. Old Words, New Meaning
5. How 'Words That Work' Are Created
6. Effective Communication
7. Be the Message
8. The Most Recognized Slogans
9. Corporate Case Studies
10. Political Case Studies
11. Myths and Realities About Language and People
12. What We Really Care About
13. Personal Language for Personal Scenarios
14. 21 Words and Phrases for the 21st Century
15. ...It's What You Hear

It's Not What You Say...

Luntz begins by challenging the conventional wisdom that the clarity and correctness of a message are the keys to effective communication. He argues that the receiver's perception is more crucial than the speaker's intention. He writes, "The key to successful communication is to take the imaginative leap of stuffing yourself right into your listener's shoes." This means understanding not just the words you use but how they resonate with your audience's emotions, preconceptions, and experiences.

"Once the words leave your lips, they no longer belong to you." - Dr. Frank Luntz

This perspective is critical in various contexts, from politics to marketing, where the framing of a message can significantly impact its reception. For example, renaming the "estate tax" as the "death tax" shifted public opinion by tapping into a visceral reaction to the idea of being taxed upon death.

The 10 Rules of Effective Language

Luntz outlines ten principles for crafting impactful messages, emphasizing simplicity, brevity, and relevance. These rules are designed to cut through the noise of modern communication, where people are bombarded with information from all sides. The rules include: