Words That Work

Guide Note: Words That Work is a book written by author Frank Luntz. Luntz uses his mantra "it's not what you say, it's what people hear" throughout the book to show readers that spoken words can be taken differently by those listening to them.

He aims to show readers that there are effective ways to get a point across and achieve certain goals if you follow the 11 different communications rules he sets forth in his book. They include: use small words, use short sentences, credibility is as important as philosophy, consistency matters.

The book is broken up into chapters. The first chapter "Ten Rules of Effective Language" tells readers to use short sentences and small words to communicate with others.

Another chapter in the book, "Personal Language for Personal Scenarios" offers readers strategies to get out of traffic tickets, boarding airplanes at the last minute among other ideas.

Fast Facts:

1. Author: Frank Luntz
2. Pages: 352 (Hardcover)
3. Published: December 20, 2006
4. Average customer rating on Amazon.com: 3 1/2 stars (April 16, 2008)</small>
5. Price at Amazon.com: $16.47

Reviews:

• After repeating his mantra—"it's not what you say, it's what people hear"—so often in this book, you'd think that Republican pollster Luntz would have taken his own advice to heart. Yet in spite of an opening anecdote that superficially attempts a balanced tone, the book as a whole truly reads more like a manual for right-wing positioning. - Publishers Weekly