"As the book develops, Mr. Luntz's "words that work" turn out to be portals for his clients to think hard about what they and their opponents stand for and how to align their positions more closely with what their audiences actually care about. This isn't hocus-pocus. It's just the result of hard work, careful thought and empathy--the staples of all intelligent public discourse."-- Wall Street Journal
"It is a fair bet that Luntz will play an influential role in the 2008 election, possibly in service of his old friend the former mayor of New York.
"Words That Work is Luntz's attempt to distil what he insists is his intrinsically honourable profession between two covers. To a large extent it works. Even where Luntz is protesting a bit too loudly - that negative attacks on political opponents rarely work, for example, and that, by implication, Luntz has never been involved in such skulduggery - he is always readable.
"Part lexicographic memoir, part self-help book, Words That Work shines when the accent is on the former. It is hard to think of any other political consultant in America who has coined as many effective slogans as Luntz. Some, such as his branding of the estate, or inheritance, tax as the "death tax", have remoulded conventional wisdom with devastating effect on their principally Democratic defenders.
"Others have crept into common usage less dramatically but just as effectively. Take "exploring for energy" instead of "drilling for oil", "tax relief" in place of "tax cuts", or "not giving" emergency hospital care to "illegal aliens" instead of "denying" it to "undocumented workers". Words, or rather the slicing and dicing of them to fashion our subliminal responses, do work, particularly when tried and tested in Luntz's two-hour "dial sessions", where volunteers convey their responses by turning a dial up or down in reaction to what they are seeing and hearing.
"Luntz has produced a fine book that teaches us a great deal about politics in today's America and about the minutely analysed mindset of the electorate. That Luntz's words are effective there can be little doubt." -- Financial Times
"Frank Luntz understands the power of words to move public opinion and communicate big ideas." -- Senator John Kerry
"If you can't afford to hire Frank Luntz, you have to read Words that Work." -- Steve Wynn
"One of the nation's leading pollsters and political language specialists." -- Washington Post.com
"The pollster has a long track record of identifying the phrases that make or break political and corporate campaigns . . ." -- The (London) Sunday Telegraph
"a MUST read!" -- Tony Robbins
I recommend this book to anyone working with words.
The author spends a full chapter discussing the recall of California Governor Grey Davis, but that account bears no resemblance to what I observed.
Now, it is well known that Luntz is a Republican pollster and tends to work that side of the aisle politically.
Frank Lutz is adequate.
This attribute is that which is most often mistaken for genius.
Words that work gave me insight into how I could work more successfully with my spouse and others. I hope I have the ability to utilize it.Published 3 months ago by Eddie Floyd
Like many business books; would have been a better harvard business review article than a book. some useful tips in here. Read morePublished 4 months ago by Todd M. Warren
Frank Luntz has an amazing job of helping people get the most out of what we say, write and express to others. I recommend anything he does.Published 6 months ago by Art Teacher
I wanted more concrete advice and analysis of effective communication and choice words and phrases. This was a lot of repetition about Mr. Read morePublished 9 months ago by B. Dench
I am not done reading the book and I am finding it very interesting. I do intend to use it's teachings in the future.Published 14 months ago by Martin Grossman
The perspectives in this volume have become absolutely essential to me. I write political literature and occasionally get stuck. Read morePublished 15 months ago by J. Carson
A very interesting insight into verbal trickery and the assumed intellectual limitations of voters. For a scathing analysis of this trickery see youtube, The Daily Show/Frank... Read morePublished 18 months ago by Rod Lewis
I am only about half way through this book (I'm a slow reader due to a disability). It does have some good tips and information, but be forewarned: it is NOT non partisan as it... Read morePublished 19 months ago by Silver