[ebook] Words that work

Why are some people better than others at talking their way into a job or out of trouble? What makes some advertising jingles cut through the clutter of our crowded memories? What’s behind winning campaign slogans and career-ending political blunders? Why do some speeches resonate and endure while others are forgotten moments after they are given?

The answers lie in the way words are used to influence and motivate, the way they connect thought and emotion.

In this summary, language architect and public opinion guru Dr. Frank Luntz raises the curtain on the craft of effective language and offers price-less insight on how to find and use the right words to get what you want out of life.

Luntz draws much from his experience in the political arena, and he has played in a role in how we describe various current issues. For example, it was Luntz who turned the term “estate tax” into the more politically charged “death tax.” He also reframed “drilling for oil” into “exploring for energy.” In his book, Luntz explains how these subtle shifts in word usage can mean the difference between success and failure.

Whether your goal is to boost company sales, win political office, inspire your employees or get the raise you deserve, Luntz has something instructive to say about how language can help. Every day is a battle of
perception, and in this book, Luntz demonstrates how to win by transforming mere words into an effective arsenal.

In this summary, you will learn:
How the right words can give you the edge in any venture.
How to avoid common mistakes in your messages.
How we all submit to the power of language, whether we know it or not.
How you can achieve better results by narrowing the gap between what you intend to convey and what your audiences actually interpret.
How to go beyond your own understanding and look at the world from your listener’s point of view.

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