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WORDS THAT WORK
273 pages
A strategic masterclass in the hidden power of everyday language and the art of shaping perception.
What it feels like
Reading this book feels like being handed the playbook to human psychology and public perception. It moves at a brisk, pragmatic pace, stripping away the mystery behind why certain speeches resonate and why specific advertising campaigns connect emotionally. The mood is ambitious and analytical, immersing the reader in the high-stakes worlds of corporate boardrooms and political campaigns. The prose is direct and authoritative, acting as a practical toolkit rather than a theoretical textbook. It transforms the abstract concept of rhetoric into an actionable arsenal. This is a deeply empowering read for professionals, leaders, and anyone fascinated by the mechanics of persuasion, offering a sharp lens on the reality that success often hinges not on what is said, but on what is heard.
- Mood
- ambitious
- analytical
- empowering
- Tone
- authoritative
- persuasive
- pragmatic
- insightful
- Pace
- brisk
- Themes
- the power of persuasion · strategic communication · the psychology of language · navigating public perception
- The writing
- Direct, strategic, and highly practical, designed to deliver clear insights into the mechanics of rhetoric.
- The arc
- Moves from a curious exploration of communication failures to an empowering mastery of persuasive language.
- Who it's for
- Professionals, politicians, and anyone looking to sharpen their communication skills to gain a competitive edge.
Content notes
- political references
- corporate strategy discussions
About the book
This is now revised and updated with a new chapter featuring the new words of a new president. 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.
Description from Open Library.
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