Words That Work: It's Not What You Say, It's What People Hear By Frank I. Luntz ISBN: 9781401302597 Published: 2007 Number of Pages: 352 Edition: 1st Binding: Hardcover

Pricing & Availability: Additional Details: Product Type: Book Publisher: Hyperion Description: 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. He’ll 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.

Library of Congress Control Number
   - LC control Number:  2006043737
   - LC control Number: 2006043737

International Standard Book Number: 1401302599: 1401302599 :: 9781401302597
   - Terms of availability: $24.95

Other Standard Identifier
   - Standard number or code: 9781401302597 :
   - Terms of availability: $24.95

Level of Bibliographic Control and Coding Detail: COUTTS

Geographic Area Code: n-us---

Library of Congress Call Number
   - Classification number: PE
   - Classification number: PE1431
   - Item number: .L87 2007

Dewey Decimal Classification Number
   - Edition number: 22
   - Classification number: 808/.042

Main Entry - Personal Name
   - Personal name: Luntz, Frank I
   - Personal name: Luntz, Frank I.

Title Statement
   - Title: Words that work :
   - Remainder of title: it's not what you say, it's what people hear /
   - Statement of responsibility, etc.: Frank Luntz
   - Statement of responsibility, etc.: Frank Luntz.

Edition Statement: 1st ed: 1st ed.

Publication, Distribution, etc. (Imprint)
   - Place of publication, distribution, etc.: New York :
   - Place of publication, distribution, etc.: New York, NY :
   - Name of publisher, distribution, etc.: Hyperion,
   - Date of publication, distribution, etc.: c2007
   - Date of publication, distribution, etc.: c2007.

Projected Publication Date: 0701

Physical Description
   - Extent: xxiii, 324 p.
   - Extent: xxiii, 324 p. ;
   - Dimensions: 25 cm
   - Dimensions: 25 cm.

General Note: Includes index.

Bibliography, etc. Note
   - Bibliography: Includes bibliographical references (p. [297]-301) and index
   - Bibliography: Includes bibliographical references (p. [297]-301) and index.

Formatted Contents Note: The ten rules of effective language -- Preventing message mistakes -- Old words, new meaning -- How "words that work" are created -- Be the message -- Words we remember -- Corporate case studies -- Political case studies -- Myths and realities about language and people -- What we REALLY care about -- Personal language for personal scenarios -- Twenty-one words and phrases for the twenty-first century: The ten rules of effective language -- Preventing message mistakes -- Old words, new meaning -- How "words that work" are created -- Be the message -- Words we remember -- Corporate case studies -- Political case studies -- Myths and realities about language and people -- What we REALLY care about -- Personal language for personal scenarios -- Twenty-one words and phrases for the twenty-first century.

Summary, etc.: A leading communications expert explains how the tactical use of words and phrases influences what we buy, who we vote for, and what we believe.: Communications expert 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. Luntz has used his knowledge of words to help more than two dozen Fortune 500 companies grow. He tells 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 is for you.--From publisher description.

Subject Added Entry - Topical Term
   - Topical term or geographic name entry element: Communication in politics
   - Topical term or geographic name entry element: Communication in politics.
   - Topical term or geographic name entry element: Critical thinking
   - Topical term or geographic name entry element: Critical thinking.
   - Topical term or geographic name entry element: English language
   - Topical term or geographic name entry element: Mass media and language
   - Topical term or geographic name entry element: Mass media and language.
   - Topical term or geographic name entry element: Persuasion (Rhetoric)
   - Topical term or geographic name entry element: Popular culture
   - General subdivision: Political aspects
   - General subdivision: Political aspects.
   - General subdivision: Rhetoric
   - General subdivision: Rhetoric.
   - Geographic subdivision: United States
   - Geographic subdivision: United States.