words that work book review

Words that Work by Frank Luntz

Rating : 9/10

High-Level Thoughts

One of the best books on speech and copywriting. It’ll take your awareness of political messaging to new heights, and give you a greater ability to influence others through your word choice alone.

Video Book Notes

Podcast episode, summary notes.

“It’s not what you say, it’s what people hear. You can have the best message in the world, but the person on the receiving end will always understand it through the prism of his or her own emotions, preconceptions, prejudices, and preexisting beliefs.”

“Words that work, whether fiction or reality, not only explain but also motivate. They cause you to think as well as act. They trigger emotion as well as understanding.”

Ten rules for successful communication:

• Simplicty: Use small words
• Brevity: Use short sentences
• Credibility is as important as philosophy
• Consistency matters
• Novelty: Offer something news
• Sound and texture matters
• Speak aspirationally, people forget what you say but not how you made them feel
• Visualize, the word “imagine” is an incredibly powerful tool
• Ask a question, help them reach the point on their own
• Provide context and explain relevance

“These, then, are the ten rules of effective communication, all summarized in single words: simplicity, brevity, credibility, consistency, novelty, sound, aspiration, visualization, questioning, and context. If your tagline, slogan, or message meets most of these criteria, chances are it will meet with success. If it meets all ten, it has a shot at being a home run. But in the history of political verbiage and product marketing, less than one in one thousand hit it out of the park. ”

“The single greatest challenge for those in the world of politics is the inherent assumption that everyone else knows as much as they do.”

“The problem with far too many male politicians and executives is that they tend to make everything into a sports analogy. In my years of interviewing women from all across the country and in all walks of life, I’ve consistently found that this drives women insane.”

“Law enforcement is the process, and therefore less popular, while reducing crime is the desirable result. The language lesson: Focus on results, not process.”

“Orwell also lays out a series of language rules. Every one of them is sound writing advice, whether you’re looking for your first job or you’ve already reached the pinnacle of corporate or political success:

• Never use a metaphor, simile, or other figure of speech which you are used to seeing in print.
• Never use a long word where a short one will do.
• If it is possible to cut a word out, always cut it out.
• Never use the passive where you can use the active.
• Never use a foreign phrase, a scientific word, or a jargon word if you can think of an everyday English equivalent.
• Break any of these rules sooner than say anything outright barbarous.”

“We have also found that Americans would prefer greater energy efficiency to increased conservation because “efficiency” suggests getting more for less while “conservation” has a tone of sacrifice to it. For that same reason, “renewable” energy is more popular than “alternative” energy.”

Negotiation: ““Imagine if . . .” are the two most effective words you can use in this situation. “Imagine if I hadn’t been here to work on Project X.” “Imagine if Contract Y hadn’t been hammered out last week.””

“In my research into the effectiveness of direct mail, the single most-read portion after the opening paragraph is the postscript. The reason is easy to understand: The average reader looks to the P.S. to determine whether or not it is in fact a personal letter, and whether that letter has any relevance to his or her life. If it isn’t, and if it doesn’t, the average person won’t read anything else. So make the postscript as human and emotional as possible.”

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Words that Work by Dr. Frank Luntz – Book Summary & Review

May 13, 2021 | Book Review | 0 comments

Language and the words you use are extremely powerful. Saying the right thing at the right time, using the correct words, and choosing the right language to convey our thoughts, makes all the difference between winning a debate or losing one, escaping a parking ticket or facing a fine, and in more grave situations, getting acquittal in a murder charge case.

When it comes to making an impact and winning others over with words, we need to be able to choose the right words that get our ideas across efficiently. Words that Work (2007) , by Dr. Frank Luntz explores the elements of language and how to leverage the spoken word to not only make our messages clearer but also to use them effectively, so that one may make a memorable impression.

Who’s The Audience?

It is a common occurrence when a person says something, but the words get completely misinterpreted, or the other person hears it completely wrong. Flaws in language, such as these, are made by almost everyone in their daily lives. This happens often because at times, different words, though having the same meaning can elicit completely different responses.

For example, the words ‘welfare’ and ‘assisting the needy’ broadly mean the same thing. In a poll conducted, 23% of Americans thought the country is spending too little on welfare, whereas 68 % of Americans thought that there is too little assistance for the needy in the country. This happens because of how the words are projected. ‘Welfare’ is often associated with rich ‘welfare queens’ and ‘wasted government expenditure’, ‘assistance to the needy’ brings forth images of charity!

Language is surely made up of words, but the words themselves are not more important than how they are understood . In reality, how others understand words is based on their perceptions, beliefs, fears, etc.

George Orwell’s famous 1984 , plays on a reader’s deepest personal fears. in the book, he describes a ‘ Room 101’ that makes the people who enter the room face their personal fears. The words ‘Room 101’, soon got associated with personal nightmares.

Clarity, Simplicity, And Organization Of Language

While everyone has access to a dictionary, few actually use it to increase their vocabulary. That is because others seldom understand those few who have a sophisticated vocabulary.

Language, therefore, should be simple, for it to be effective enough for others to understand easily. Thus simpler,  shorter words, are more important. For example, Apple’s Mac has more impact than its original lengthy name the Macintosh. Similarly, shorter sentences also make a bigger impact.

The importance of shorter sentences and words can be seen in American politics. Dwight Eisenhower’s’ ‘I like Ike’ campaign is still memorable for many, whereas, in 2004, John Kerry lost the election due to the fact that the average American couldn’t understand his sophisticated and complicated vocabulary. He simply couldn’t get his message across.

Along with clarity and simplicity, using the right words in the right order is equally important. The order adds relevance and context to any message. Thus without context, people will not understand what is being said. For example, while offering people a solution, telling them what the problem is will add context to the solution.

In 1920, Warren G. Harding won the election because his ‘back to normalcy’ campaign was apt for a post-World War I America. His solution – himself as President – was in context to the post-WWI America needing to get back to normalcy.

Appealing To The Senses And The Imagination

Language can help trigger imagination and can be used to appeal to our senses. Its power can be seen when a bunch of words such as a bear on a unicycle can fuel our imagination and appeal to our sense of humor by creating a vivid picture of a circus bear. Our brains find it difficult to resist the appealing nature of imagination. It tends to sensualize language that appeals to it. 

For example, in advertising, the sensuality of language plays an extremely important role. Advertisements for chocolate always use terms such as melting, soft, silky, rich, etc. These words appeal to our imagination, wherein we can visualize how soft and rich, and tasty the chocolate is while it appeals to our senses, making our mouth water and wanting to eat chocolate.

Imagination is all about creating one’s own personal vision based on one’s deepest emotions and desires. Imagination helps create a very powerful, personal image. this was exactly the reason behind the success of John Lennon’s Imagine .

Other factors of language that make something more appealing to the senses and thus trigger imagination are repetition, alliteration, and sonic quality of words. For example, M&M’s ‘Melt in your Mouth’ slogan uses the sound of ‘M’ to create an effect one can visualize, and the ’Snap, Crackle, Pop’  of Kellogg’s rice crispies makes one literally hear the sounds.

Addressing Emotions

Language has the most important power to influence emotions . Therefore, since the beginning, advertisements, movies, songs, debates, speeches, political campaigns, etc. all rely heavily on the power of language. When language or words can affect how a person feels, it can also have a lasting effect on one’s memory. Such a lasting effect on memory can be brought about by the humanization and personalization of language or words that apply, appeal to, or describe the personal and human emotions of people.

Martin Luther King Jr.’s well-known ‘ I have a dream ’ speech had a humanization effect. It appealed not only to those in the black community but all Americans. Humanization and personalization have been well used in the fields of advertising and marketing for a long.

Questioning is another great way of using words and language to appeal to emotions. Questioning demands a direct answer. This, in turn, triggers people to engage in the thought processes that will lead them to a conclusion. They will be ultimately more interested and invested in the fact that they have arrived at the conclusion themselves, rather than being handed the conclusion on a platter. Discovering the answer themselves has a more profound effect.

When Ronald Reagan, during his presidential campaign questioned Americans, ‘Are you better off today than you were four years ago?’ his question, got people to think and realize that the country indeed had gotten worse under Carter’s Presidency. Reagan thus won the election.

The Credibility of Strong Language

Communication is all about the balance between old information (consistency) and new ideas (novelty). It is important to ensure that one strikes a balance between the two to ensure that the language that s used is effective to not only get one’s point across but also to ensure that the audiences’ attention is captivated.

When it comes to communication, especially in advertising, many companies and brands change their slogans too frequently, which is a mistake. No one can really remember the tagline of Coca-Cola instantly, unlike another brand like Wheaties for example. Their tagline “The breakfast of champions.” has stuck around since 1935, when it was created, whereas, Coca-Cola’s tagline was “Open Happiness” from 2009 to 2016, after which they changed to “Taste the feeling”. This is how consistency can make a difference.

Additionally, considering people get bored very easily, one needs to use novelty to grab attention. Volkswagen in the 1950s, successfully captured people’s attention by using a contradictory campaign “Think Small” at a time when cars were getting bigger. Yet contradiction has its pitfalls too. Any information or language that is perceived as contradictory to the generally accepted facts can be seen as fake. For example, Al Gore’s claim in the 2000 presidential election that he ‘invented the Internet’ became a joke! Thus authenticity is at the crux of strong language. Authenticity seen in action is more powerful than said in words, thus while one chooses the right words that seem authentic, their actions have to reflect the same.

Understanding The Audience

No bit of communication is effective if the communicator does not have a clear and full understanding of their audience. One has to know that they believe in, in general, what type of perceptions they have and what hopes do they have. 

For example, anyone communicating with (or advertising to ) Americans, should know that contrary to popular belief, the average American isn’t as educated as we think. In fact, only 29% of Americans over the age of forty-five hold a bachelor’s degree, and only one out of four 25-year-old Americans are college-educated.

The average American also does not vote on the basis of political agenda. Most cast their vote on the basis of character, trustworthiness, and image. George Bush knew his audience well. Thus, after the 9/11 attacks, he successfully conveyed the image of the determined, strong leader Americans wanted to see and thus, won the re-election.

Additionally,  it is also important to know how the audience perceives certain words. For example, Americans perceive the words ‘freedom’, ‘opportunity’, and ‘fairness’ very differently. ‘Freedom’, for example, is associated with the Republican party since it was most used during the George W. Bush administration. The Democrats use the word ‘fairness’ more. ‘Opportunity’ is perceived as a middle-of-the-road word with no political connotations.

Using Communication Effectively Daily

The most effective use of language is when it becomes part of a person’s daily usage; whether it using the right amount of ‘pleases’ and a believable, authentic, story to get the airport crew to re-open the aircraft door to let you in, or a  right-off-the-fly ‘I’m sorry, Officer’ when you get caught for speeding, or even if it is to get your colleague to do you a favor at work.

The most important aspect of effective language and communication is how the audience perceives the words and how they interpret them. Effective language is all about clarity, simplicity, organization, imagination, and sense appeal, addressing emotions with the right words, understanding the credibility of the language, and most importantly, understanding the audience that is being communicated to. These elements of effective language need to be put into practice daily.

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

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• Print length 368 pages
• Language English
• Publisher Hachette Books
• Publication date August 5, 2008
• Reading age 18 years and up
• Dimensions 1.06 x 5.31 x 7.99 inches
• ISBN-10 9781401309299
• ISBN-13 978-1401309299
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About the author, excerpt. © reprinted by permission. all rights reserved., words that work, chapter one.

Excerpted from WORDS THAT WORK by FRANK LUNTZ Copyright © 2007 by Dr. Frank Luntz. Excerpted by permission. All rights reserved. No part of this excerpt may be reproduced or reprinted without permission in writing from the publisher. Excerpts are provided by Dial-A-Book Inc. solely for the personal use of visitors to this web site.

Product details

• ASIN ‏ : ‎ 1401309291
• Publisher ‏ : ‎ Hachette Books; Revised edition (August 5, 2008)
• Language ‏ : ‎ English
• Paperback ‏ : ‎ 368 pages
• ISBN-10 ‏ : ‎ 9781401309299
• ISBN-13 ‏ : ‎ 978-1401309299
• Reading age ‏ : ‎ 18 years and up
• Item Weight ‏ : ‎ 10.9 ounces
• Dimensions ‏ : ‎ 1.06 x 5.31 x 7.99 inches
• #88 in Communication & Media Studies
• #138 in Communication Skills
• #716 in Success Self-Help

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About the author

Frank i. luntz.

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.

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Customers find the book well-written, entertaining, and informative. They say it contains common sense and insight into how people think today. Readers also appreciate the instructive examples and basic ideas relevant to today's world. However, some find the message repetitive.

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Customers find the book well-written, easy to read, and entertaining. They say it's informative and valuable. Readers also mention the pages have highlighted words and sentences.

"...working environment in which everyone spoke so simply, so clearly, so credibly , so consistently, so aspirationally," that everyone knew what they..." Read more

"...He's extremely good at what he does. The book is well-written, uses simple words , usually uses the first person singular, and is easy to read and..." Read more

"...You think you have come up with the words. The words seem simple enough ...." Read more

"...Overall, the book has moments of entertaining prose and provocative ideas. It is well organized and easy to read and understand." Read more

Customers find the book contains common sense and insight into how people think today. They say it has instructive examples on how to craft views. Readers also mention the basic ideas are relevant to today's world. However, some find the message repetitive. Overall, they say the book is interesting and thought-provoking.

"...(the majority of the book), however, there is a primer in communication skill development for the reader...." Read more

"...The examples are well chosen to illustrate the points that he's making and many, or even most of them, are non-political...." Read more

"...Overall, the book has moments of entertaining prose and provocative ideas . It is well organized and easy to read and understand." Read more

"...By keeping words focused and using visuals, PowerPoint presentations can effective . It is a requirement of the digital age...." Read more

Customers find the pacing of the book boring, drab, and repetitive. They say it's not very useful.

"...Luntz tends to be very repetitive , using many of the same examples over and over and bringing up the same point in multiple chapters...." Read more

"...It's not the best written book I've read. It's not the best book on this topic. It's not a great book. And there are errors...." Read more

"Good book but a bit drab at certain points . If you are a communicator this is a great read! I would definitely recommend it!" Read more

"...Unfortunately, Luntz' writing style is bland, droll, and boring . So much so, that the reader's mind wanders almost immediately...." Read more

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Words that Work: It’s Not What You Say, It’s What People Hear

Published on:

• August 23, 2022

The way you use your words is everything. That universal truth applies in marketing, politics, teaching, and everything in between. This book offers a behind-the-scenes look at what goes into word choice and why crafting sentences is way more complicated than putting words in front of each other.

It gives you an in-depth view at what goes into persuasion, and why the way you frame a message is just as important as the message itself. Turns out, it is possible to say too much. So read this to learn how to use your words wisely.

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Short book review: Words that Work by Frank Luntz

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What can infamous Republican word-smith and pollster Frank Luntz tell progressives about effective communication?

As it turns out, quite a bit. In  Words that Work , Luntz reveals his magic tricks and secret messaging memos, and (for a book written before the 2008 US presidential election) makes some predictions about the future of American politics.

For progressives interested in effective communications, writing, messaging, campaigning and media management, this book should be essential reading. While Luntz and the messages he crafts are conservative, the tools he uses are not political – and in fact should be a part of the progressive arsenal. Luntz’s reputation speaks for itself. He invented the term “death tax” (to replace inheritance or estate tax) and “climate change” (to take the heat out of global warming). He was the mastermind of Newt Gingrich’s successful “Contract with America” during the Clinton years.

The key take-away for Luntz is “it’s not what you say, it’s what they hear”. This mantra is repeated time and time again – and what it means is that effective communication is about how your audience understands your message, not the precise words you say. Some words, phrases and terms can mean different things to what you intend. As Luntz says: “It’s not enough to be correct or reasonable or even brilliant.” This is something that progressive causes can still improve on.

Luntz goes into how he determines for his clients what words to work – and what people hear, and if you’re interested in polling and focus groups, this is fairly meaty stuff.

For progressive campaigners who are interested in how they can improve their, Luntz goes through his ten rules for effective language:

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

Most of these speak for themselves – and if you want to read more,  the Amazon preview  lets you read most of the chapter where Luntz goes through his rules in detail, and with lots of examples. Seen in context with George Lakoff’s  Don’t Think of an Elephant , Luntz turns Lakoff’s “framing” into practical, effective guidelines that can be referred to on a daily basis. Most of this advice is also a more down to earth version that can be found in the entertaining  Made to Stick  that I reviewed earlier .

For an Australian context, a lot of this book is not relevant. Most of the “words that work” – where Luntz provides some words and phrases that he says are very powerful and effective in a political and business context – are very American specific. Despite this limitation, the half or two-thirds of the remainder of  Words That Work  is worth a read if effective communications is your deal.

You can order Words The Work here.

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Words That Work

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

Frank I. Luntz | 3.97 | 2,191 ratings and reviews

Ranked #45 in Effective Communication , Ranked #49 in Communication Skills — see more rankings .

Reviews and Recommendations

We've comprehensively compiled reviews of Words That Work from the world's leading experts.

Ryan Holiday Author These two books are the two best books of political thinking and theater from both the left and the right. Regardless of ideologies, both are experts in influencing and leading public perception through image and words. It actually matters whether we’re talking about illegal immigrants or undocumented workers, or whether we describe the problem as climate change or global warming. Strategists need to understand the power of language and framing–it doesn’t matter how right you are, if you lose this battle it can be impossible to rally people to your cause. Read both these books. (Source)

Brian Burkhart He’s the one who said the two most powerful words are “imagine” and “believe.” That’s huge, and I absolutely agree. (Source)

Rankings by Category

Words That Work is ranked in the following categories:

• #50 in Communication
• #85 in Copywriting
• #88 in Persuasion
• #93 in Public Speaking

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Learn: What makes Shortform summaries the best in the world?

Words That Work

Key takeaways, 1. it's not what you say, it's what people hear.

You can have the best message in the world, but the person on the receiving end will always understand it through the prism of his or her own emotions, preconceptions, prejudices, and preexisting beliefs.

The gap between intention and perception. This fundamental principle underlies all effective communication. It emphasizes the importance of understanding your audience and tailoring your message to their perspective. The speaker's intent is often less important than the listener's interpretation.

Factors influencing perception:

• Personal experiences
• Cultural background
• Emotional state
• Prior knowledge
• Preconceptions and biases

To bridge this gap, communicators must empathize with their audience, anticipate potential misunderstandings, and craft messages that resonate with the listeners' worldview. This requires ongoing research, testing, and refinement of communication strategies.

2. The ten rules of effective communication

Simplicity counts. The average American did not graduate from college and doesn't understand the difference between effect and affect.

The power of simplicity. Effective communication relies on clear, concise, and easily understandable language. By following these ten rules, communicators can significantly improve their message's impact and reach:

• Simplicity: Use small words
• Brevity: Use short sentences
• Credibility: Be consistent and authentic
• Consistency: Repeat key messages
• Novelty: Offer something new
• Sound: Use pleasing language
• Aspiration: Inspire and motivate
• Visualization: Paint a vivid picture
• Questioning: Engage the audience
• Context: Explain relevance

These rules apply across various fields, from politics and business to everyday conversations. By mastering them, communicators can ensure their messages are heard, understood, and acted upon.

3. Context is king: Understanding your audience is crucial

The sheer amount of communication the average person has to contend with. We step out of our houses each morning into a nonstop sensory assault: advertising and entertainment, song lyrics and commercial jingles, clipped conversations and abbreviated e-mails.

Information overload. In today's fast-paced, media-saturated world, understanding your audience's context is more critical than ever. Communicators must cut through the noise and deliver messages that resonate with their target audience's specific circumstances, beliefs, and needs.

Key factors to consider:

• Demographics (age, gender, education, income)
• Cultural background and values
• Media consumption habits
• Current events and trends
• Personal experiences and challenges

By tailoring messages to the audience's context, communicators can increase relevance, engagement, and ultimately, the effectiveness of their communication.

4. The power of simplicity and brevity in language

The most memorable political language is rarely longer than a sentence.

Less is more. In an age of information overload and shrinking attention spans, simplicity and brevity are crucial for effective communication. Complex ideas should be distilled into clear, concise messages that are easy to understand and remember.

Strategies for achieving simplicity and brevity:

• Use short, familiar words
• Avoid jargon and technical terms
• Break complex ideas into smaller chunks
• Use analogies and metaphors
• Focus on one main idea per sentence or paragraph

By embracing simplicity and brevity, communicators can ensure their messages are not only heard but also understood and remembered.

5. Credibility and consistency matter more than ever

Credibility is established very simply. Tell people who you are or what you do. Then be that person and do what you have said you would do. And finally, remind people that you are what in fact you say you are.

Building trust. In an era of increasing skepticism and information overload, credibility and consistency are essential for effective communication. Audiences are more likely to listen to and believe messages from sources they trust and perceive as authentic.

Key elements of credibility and consistency:

• Authenticity: Be genuine and true to your values
• Transparency: Be open about your intentions and methods
• Expertise: Demonstrate knowledge and experience
• Reliability: Consistently deliver on promises
• Accountability: Take responsibility for mistakes and learn from them

By establishing and maintaining credibility through consistent behavior and messaging, communicators can build long-term relationships with their audiences and increase the impact of their messages.

6. Novelty, sound, and aspiration capture attention

The sounds and texture of language should be just as memorable as the words themselves.

Engaging the senses. To cut through the noise of modern communication, messages must be not only informative but also engaging and memorable. Novelty, sound, and aspiration are powerful tools for capturing and maintaining audience attention.

Techniques for creating engaging messages:

• Use unexpected analogies or comparisons
• Employ alliteration, rhyme, or rhythm
• Create aspirational imagery and language
• Tell compelling stories
• Use sensory-rich descriptions

By incorporating these elements into their communication, speakers and writers can create messages that resonate on both intellectual and emotional levels, increasing their impact and memorability.

7. Visualization and questioning engage the audience

Paint a vivid picture. From M&M's "Melts in your mouth not in your hand" to Morton Salt's "When it rains, it pours," to NBC's "Must See TV," the slogans we remember for a lifetime almost always have a strong visual component, something we can see and almost feel.

Mental imagery. Effective communication goes beyond words, engaging the audience's imagination and encouraging active participation. Visualization and questioning are powerful tools for achieving this engagement.

Strategies for visualization and questioning:

• Use descriptive language to create mental images
• Employ visual aids and metaphors
• Ask thought-provoking questions
• Encourage audience participation
• Use storytelling techniques to paint vivid scenarios

By helping the audience visualize concepts and encouraging them to think critically through questioning, communicators can create more immersive and memorable experiences.

8. The importance of providing context and relevance

Context is so important that it serves not only as the last and most important rule of effective communication, but also as its own chapter.

Making it matter. For a message to resonate, audiences must understand why it's important to them. Providing context and explaining relevance helps bridge the gap between the communicator's intent and the audience's perception.

Key aspects of context and relevance:

• Explain the background and history
• Connect to current events or trends
• Illustrate potential consequences or benefits
• Relate to personal experiences or values
• Demonstrate real-world applications

By framing messages within a meaningful context and clearly explaining their relevance, communicators can increase engagement, understanding, and action from their audience.

9. Words that work in politics and business

The most memorable political language is rarely longer than a sentence. "I like Ike" was hardly a reason to vote for the man, but the simplicity of the slogan matched the candidate and the campaign.

Crafting powerful messages. Effective communication in politics and business often relies on carefully chosen words and phrases that resonate with the audience. These "words that work" can shape perceptions, influence decisions, and drive action.

Examples of effective language:

• Politics: "Change we can believe in" (Obama)
• Business: "Think different" (Apple)
• Social issues: "Black Lives Matter"

By studying successful examples and understanding the principles behind their effectiveness, communicators can develop their own powerful messages that drive results in their respective fields.

10. The evolving language landscape and future trends

Consider the following example: "Two all-beef patties–special sauce–lettuce–cheese–pickles–onions–on a sesame seed bun."

Adapting to change. Language is constantly evolving, influenced by technology, cultural shifts, and generational differences. Effective communicators must stay attuned to these changes and adapt their strategies accordingly.

Emerging trends in communication:

• Increasing use of visual and multimedia content
• Rise of social media and instant messaging
• Growing importance of personalization
• Shift towards more casual and conversational tones
• Emphasis on authenticity and transparency

By staying informed about these trends and incorporating them into their communication strategies, professionals can ensure their messages remain relevant and effective in an ever-changing landscape.

Last updated: November 18, 2024

Review Summary

Words That Work received mixed reviews. Many praised its insights on effective communication and language use in politics and business. Readers appreciated Luntz's examples and rules for impactful messaging. However, some found the book overly verbose, repetitive, and politically biased. Critics argued it focused too much on manipulation rather than genuine communication. While some considered it valuable for marketers and communicators, others felt it lacked depth and originality. Overall, readers acknowledged Luntz's expertise but had varying opinions on the book's relevance and ethics.

About the Author

Dr. Frank Luntz is an American political and communications consultant, pollster, and pundit. He is known for his work in developing effective language and messaging for Republican politicians and corporations. Luntz has advised numerous high-profile clients, including US presidents, congressional leaders, and Fortune 100 executives. He gained prominence for his role in crafting the "Contract with America" campaign in 1994. Luntz is recognized for his focus group research and ability to shape public opinion through carefully chosen words and phrases. His career has been marked by both acclaim for his communications expertise and criticism for his role in political messaging strategies.

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