Qty:1
  • List Price: $16.00
  • Save: $3.84 (24%)
FREE Shipping on orders over $35.
In Stock.
Ships from and sold by Amazon.com.
Gift-wrap available.
Words That Work: It's Not... has been added to your Cart
Condition: Used: Good
Comment: PLEASE READ FULL DESCRIPTION -USED GOOD- This book has been read and may show wear to the cover and or pages. There may be some dog-eared pages. In some cases the internal pages may contain highlighting/margin notes/underlining or any combination of these markings. The binding will be secure in all cases. This is a good reading and studying copy and has been verified that all pages are legible and intact. If the book contained a CD it is not guaranteed to still be included. All items are packed and shipped from the Amazon warehouse.
Have one to sell? Sell on Amazon
Flip to back Flip to front
Listen Playing... Paused   You're listening to a sample of the Audible audio edition.
Learn more
See all 3 images

Words That Work: It's Not What You Say, It's What People Hear Paperback – August 5, 2008

202 customer reviews

See all 2 formats and editions Hide other formats and editions
Amazon Price New from Used from
Paperback
"Please retry"
$12.16
$7.86 $5.00

The Associated Press Stylebook 2015
The Associated Press Stylebook 2015
This new edition contains more than 3,000 A to Z entries detailing the AP’s rules on grammar, spelling, punctuation, capitalization, abbreviation, and word and numeral usage. Learn more
$12.16 FREE Shipping on orders over $35. In Stock. Ships from and sold by Amazon.com. Gift-wrap available.

Frequently Bought Together

Words That Work: It's Not What You Say, It's What People Hear + Influence: The Psychology of Persuasion, Revised Edition
Price for both: $21.40

Buy the selected items together


Editorial Reviews

About the Author

Frank Luntz is one of the most respected communication professionals in America today. He has written, supervised, and conducted more than a thousand surveys and focus groups for corporate and public affairs clients here and abroad. He has developed campaigns for Merrill Lynch, Federal Express, AT&T, Pfizer, and McDonalds. Currently the host of America's Voices on MSNBC, Dr. Luntz is the first resource media outlets turn to when they want to understand American voters. His recurring segments on MSNBC/ CNBC during the 2002 election cycle won an Emmy. He lives in Alexandria, VA.
NO_CONTENT_IN_FEATURE

Best Books of the Month
Best Books of the Month
Want to know our Editors' picks for the best books of the month? Browse Best Books of the Month, featuring our favorite new books in more than a dozen categories.

Product Details

  • Paperback: 368 pages
  • Publisher: Hachette Books; Reprint edition (August 5, 2008)
  • Language: English
  • ISBN-10: 1401309291
  • ISBN-13: 978-1401309299
  • Product Dimensions: 5.2 x 1 x 8 inches
  • Shipping Weight: 7.2 ounces (View shipping rates and policies)
  • Average Customer Review: 3.9 out of 5 stars  See all reviews (202 customer reviews)
  • Amazon Best Sellers Rank: #8,501 in Books (See Top 100 in Books)

More About the Author

DR. FRANK I. LUNTZ is one of the most respected communications professionals in America today. He has written, supervised, and conducted more than 1,500 surveys and focus groups for corporate and public affairs clients all over the world. The go-to guy for Fortune 500 CEOs, he is the first resource media outlets turn to when they want to understand the American public. The author of the bestseller Words That Work, Luntz lives outside Washington, D.C.

Customer Reviews

Most Helpful Customer Reviews

217 of 228 people found the following review helpful By Craig L. Howe on January 19, 2007
Format: Hardcover
The world's best message is ineffective if the person on the receiving end does not understand or relate to it.

It is a harsh standard. It is a message communicators ignore at their own peril. You can be brilliant, creative, even right, but your message will fall flat unless it touches the hearer's prism of experience, beliefs, preconceptions and prejudices.

In Words that Work: It's Not What You Say, It's What People Hear, Frank Luntz offers insights into finding and using the right words to achieve your goals. The key to communication is to place yourself in the listener's situation and understand his or her deepest thoughts and beliefs. What the listener perceives constitutes the listener's reality.

Based on his experience as a political and corporate pollster he recommends 11 rules for effective communication:

1. Use small words.

2. Use short sentences.

3. Credibility is as important as philosophy.

4. Consistency matters.

5. Novelty: offer something new.

6. Sound and texture matter.

7. Speak aspirationally.

8. Visualize.

9. Ask a question.

10. Provide context and explain relevance.

11. Visual imagery matters.

Luntz does not stop there. In addition to an insightful discussion complete with illustrations from his professional experience of the 11 rules, he adds critical elaboration:

1. Never assume knowledge or awareness.

2. Get the order right.

3. Gender can obstruct understanding.

4. It's about the children.

5. How you define determines how you are received.
Read more ›
4 Comments Was this review helpful to you? Yes No Sending feedback...
Thank you for your feedback. If this review is inappropriate, please let us know.
Sorry, we failed to record your vote. Please try again
131 of 136 people found the following review helpful By Julie Neal VINE VOICE on August 23, 2008
Format: Paperback Verified Purchase
This book is masterful in its exploration of the use of language in American life, especially in business and politics. It was written by Dr. Frank Luntz, who calls himself a "linguistic geek." It's ideal for anyone, like me, who loves words and reading.

The subhead to the book is "It's not what you say, it's what people hear." The trick is to speak in a way to make people hear what you want them to hear. To be persuasive. As Luntz writes, "It's not enough to be correct or reasonable or even brilliant." People must first listen, and then understand.

This book gives many comparisons of word choices, and explains why one choice is the most effective. For example, instead of saying "comprehensive," say "easy to understand." "Pre-owned vehicle" sounds much better than "used car." "Housewives" have turned into "stay-at-home moms."

I'm reminded of another book I recently reviewed, Eat This Not That! which shows photos of foods to eat on the left, and comparable foods to avoid on the right. Words That Work could have been called Say This Not That!

Luntz gives a list of ten rules of successful communication that anyone can use:
1. Simplicity: Use Small Words
2. Brevity: Use Short Sentences
3. Credibility is As Important As Philosophy
4. Consistency Matters
5. Novelty: Offer Something New
6. Sound and Texture Matter
7. Speak Aspirationally
8. Visualize
9. Ask a Question
10. Provide Context and Explain Relevance

Words have such power. They force you to organize your thoughts if you want to connect with other people.
Read more ›
2 Comments Was this review helpful to you? Yes No Sending feedback...
Thank you for your feedback. If this review is inappropriate, please let us know.
Sorry, we failed to record your vote. Please try again
83 of 88 people found the following review helpful By John M. Ford on September 7, 2008
Format: Paperback
The author resents accusations that his language hides and distorts meaning. "I do not believe there is something dishonorable about presenting a passionately held proposition in the most favorable light, while avoiding the self-sabotage of clumsy phrasing and dubious delivery." He then outlines his ten rules for effective language (Simplicity, Brevity, Credibility, Consistency, Novelty, Sound, Aspiration, Visualization, Asking Questions and Context / Relevance) and spends the rest of the book illustrating their use. Frank Luntz's book makes a good case that these rules are effective.

Several topics are worth reading closely. Luntz describes the "dial session" focus group methods he has devised to elicit and test snippets of effective language. He lays out the linguistic techniques he used to make the Republican "Contract with America" so appealing to voters. Chapter 9 debunks language-related myths the author's research has uncovered. These myths include that Americans are well educated, read a lot, and are generally happy. The truth corresponding to each myth has implications for choosing effective political and advertising language.

Frank Luntz's in-your-face style comes through in his stories--particularly the ones that end with him being thrown out of yet another client meeting. For readers who may be uncomfortable with this style, I'll suggest a brief test. The political and business arenas that contribute the bulk of his examples are far from most readers' experience. But Chapter 11, "Personal Language for Personal Scenarios," is different. It recommends the best language for apologizing, requesting a raise, avoiding a traffic ticket, and other everyday situations. This ten-page chapter is a quick read.
Read more ›
7 Comments Was this review helpful to you? Yes No Sending feedback...
Thank you for your feedback. If this review is inappropriate, please let us know.
Sorry, we failed to record your vote. Please try again

Most Recent Customer Reviews

Set up an Amazon Giveaway

Amazon Giveaway allows you to run promotional giveaways in order to create buzz, reward your audience, and attract new followers and customers. Learn more
Words That Work: It's Not What You Say, It's What People Hear
This item: Words That Work: It's Not What You Say, It's What People Hear
Price: $12.16
Ships from and sold by Amazon.com