Words That Work: It's Not What You Say, It's What People Hear

Why are some people so much better than others at talking their way into a job or out of trouble? What’s behind winning campaign slogans and career-ending political blunders? Why do some product ads connect emotionally and others fail miserably? Why do some speeches resonate and endure while others are forgotten moments after they are given?

In Words That Work, Dr. Frank Luntz, language architect and public opinion guru, not only raises the curtain on the craft of effective language, but also offers priceless insight on how to find and use the right words to get what you want out of life. Whether your goal is to boost company sales, win political office, inspire your employees, or get that raise you deserve, Dr. Luntz teaches about the phenomenon of transforming mere words into an effective arsenal for the war of perception we all wage each and every day.

Take it from the man who has helped dozens of Fortune 500 companies communicate—words can and do mean the difference between success and failure. We all submit to the power of language, whether we know it or not. And the right words can give you the edge in any venture. It’s not what you say—it’s what people hear.

About The Author:
Dr. Frank Luntz was named the “hottest pollster in America” by the Boston Globe, and “has a special expertise, one that happens to be in demand these days,” according to the New York Times. He is sought by CEOs of Fortune 100 companies, political candidates, public advocacy groups, and world leaders—just about anyone who wants to know how to say things better and more effectively. Dr. Luntz has supervised more than 1,200 surveys and focus groups in twenty countries, and has engineered some of the most potent political and corporate campaigns of the last decade.