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Words That Work

It's Not What You Say, It's What People Hear

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Words That Work

Auteur(s): Frank Luntz
Narrateur(s): Frank Luntz
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 The nation's premier communications expert shares his wisdom on how the words we choose can change the course of business, of politics, and of life in this country

In Words That Work, 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. With chapters like "The Ten Rules of Successful Communication" and "The 21 Words and Phrases for the 21st Century," he examines how choosing the right words is essential.

Nobody is in a better position to explain than Frank Luntz: He has used his knowledge of words to help more than two dozen Fortune 500 companies grow. Hell tell 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's for you.©2007 Dr. Frank Luntz. All Rights Reserved; (P)2007 Hyperion Communication et habilités sociales Développement personnel Gestion et leadership Marketing Marketing et ventes Réussite personnelle Capitalisme Entreprise Socialisme Libéralisme
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This book was recommended as a volume of effective communication, which at its core it is. Unfortunately it has two things against it. One, it is far more politically driven than the author admits, and his republican political bias colours most of it. This shouldn’t be a surprise based on his experience. Secondly, it is outdated, and many recommendations about language are too related to the early 2000’s when the book was written.

Had Hopes For So Much More

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Some ideas and concepts regarding communication can be useful if one can make it through the political posturing. I gave up with more than an hour to go.

the book is about political stance with few communications statements

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