Words That Work: It’s Not What You Say, It’s What People Hear by Dr. Frank Luntz (PDF)

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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. Hell 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.

User’s Reviews

Editorial Reviews: About the Author Frank Luntz is one of the most respected communication professionals in America today. He has written, supervised, and conducted more than a thousand surveys and focus groups for corporate and public affairs clients here and abroad. He has developed campaigns for Merrill Lynch, Federal Express, AT& T, Pfizer, and McDonald’s. Dr. Luntz is the first resource media outlets turn to when they want to understand American voters. His recurring segments on MSNBC/ CNBC during the 2002 election cycle won an Emmy. He is a regular on Fox where he can be seen 1-3 times per week. Dr. Luntz lives in Alexandria, VA. Excerpt. © Reprinted by permission. All rights reserved. WORDS THAT WORKIt’s Not What You Say, It’s What People HearBy FRANK LUNTZHYPERIONCopyright © 2007 Dr. Frank LuntzAll right reserved.ISBN: 978-1-4013-0929-9ContentsAcknowledgments……………………………………………………………………………viiIntroduction………………………………………………………………………………ixThe War of the Words……………………………………………………………………….xxiiiI. The Ten Rules of Effective Language………………………………………………………1II. Preventing Message Mistakes…………………………………………………………….34III. Old Words, New Meaning………………………………………………………………..49IV. How “Words That Work” Are Created……………………………………………………….71V. Be the Message…………………………………………………………………………81VI. Words We Remember……………………………………………………………………..107VII. Corporate Case Studies………………………………………………………………..127VIII. Political Case Studies……………………………………………………………….149IX. Myths and Realities About Language and People…………………………………………….179X. What We REALLY Care About……………………………………………………………….205XI. Personal Language for Personal Scenarios…………………………………………………229XII. Twenty-one Words and Phrases for the Twenty-first Century…………………………………239XIII. Conclusion………………………………………………………………………….265The Memos…………………………………………………………………………………269AppendicesThe 2003 California Gubernatorial Recall……………………………………………………..271The 21 Political Words and Phrases You Should Never Say Again … Plus a Few More…………………279The Clinton Impeachment Language…………………………………………………………….289Notes…………………………………………………………………………………….297Index…………………………………………………………………………………….303Addendum………………………………………………………………………………….315Chapter OneThe Ten Rules of Effective Language “Broadly speaking, the short words are the best, and the old words best of all.” -Winston Churchill “When we disregard the rules altogether we get anarchy or, worse yet, Enron.” -political humorist Bill Maher Rules govern our daily lives. Some of these rules are explicit, imposed by government: “obey the speed limit,” “no parking,” “April 15 is tax day.” But most are informal, often unspoken cultural norms-rules of politeness, rules of conduct in the business world, rules of interaction between people. Most are commonly understood traditions that have built up over time, habits so ordinary that we usually don’t even think about them. Unfortunately, not all such involuntary habits and subconscious conventions are positive or productive. American business and political communication is rife with bad habits and unhelpful tendencies that can do serious damage to the companies and causes they seek to promote. Just as in every other field, there are rules to good, effective communication. They may not be as inflexible and absolute as the rules against speeding or avoiding your taxes, but they’re just as important if you wish to arrive safely at your destination with money in your pocket. The rules of communication are especially important given 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. A good deal of noise also comes from inside our homes, from our TVs to our sound systems to our computers and now our iPods. How do you make people hear your words amid all this chatter? “Great language has exactly the same properties as great music,” says Aaron Sorkin, the brilliant writer/creator of the hit television drama The West Wing. “It has rhythm, it has pitch, it has tone, it has accents.” So in a cacophonous world, how do you ensure that your musical note stands out? This chapter seeks to examine the principles behind good communication and, in the process, to discourage some of the most common bad habits that plague everyone from senators to CEOs. The ten rules I offer, identified through a career devoted to real-world research, are equally valuable in ad agency conference rooms and political war rooms (and, for that matter, in conversations with an angry spouse or an anxious teenage daughter). When applied, they give rise to language with color and texture. Language that gets heads nodding. Words that pop, the kinds of words and phrases you only have to hear once before they burn themselves into your mind and drive you to action. In short, these ten principles give rise to words that work. First, allow me a few caveats. This chapter and this book are not concerned with words that are beautiful, words that are timeless, or words that are ideal in some abstract, philosophical sense. Rather, it is concerned, again, with words that work-language of everyday utility, language that generates practical results. My concern is with the unadorned, commonsense language of small town, middle America, not the intellectual gamesmanship of the ivory tower. It’s with language that has bubbled up from the American people themselves. There is certainly a time and a place for high-flown, literary language. But to capture a listener’s attention the language doesn’t need to be urbane or erudite-or use words like, well … urbane or erudite. It does not necessarily need the uplifting, ennobling tone of Ted Sorenson (John F. Kennedy’s friend and speechwriter) and Peggy Noonan (gifted scribe for Ronald Reagan), the two great speechwriters of our time. The lofty language of Sorensen and Noonan transcends ideologies and generations, moving listeners just as much today as when their words were first spoken by others decades ago. Noonan was once asked to reflect on the craft of wordsmithing and speechwriting, and I think she had it right: Most of us are not great leaders speaking at great moments. Most of us are businessmen rolling out our next year’s financial goals, or teachers at a state convention making the case for a new curriculum, or nurses at a union meeting explaining the impact of managed care on the hospitals in which we work. And we must have the sound appropriate to us…. Your style should never be taller than you are.” In an ideal world, everyone would have all the knowledge they need, a home library, and our political discourse might take place on the elevated level of a Lincoln-Douglas debate or at least The Newshour with Jim Lehrer. People would not speak simply, in concise sentences, but obtusely, in dense paragraphs full of tremendous detail, classical allusions, and subtle theoretical insights-more like Bill Buckley than Bill O’Reilly. That might be a comforting fantasy, but it isn’t reality. For most of us, communication has never been and should never be elitist or obscure. It is functional rather than an end in itself. For me, the people are the true end; language is just a tool to reach and teach them, a means to an end. We live in an age when the world is no longer ruled as it once was by the Latin of the elites, but by the common, democratic tongues of the people. And if you want to reach the people, you must first speak their language. My second caveat concerns the limits of language. Democratic strategist George Lakoff, a Berkeley professor by trade and a linguist by design, has argued that left-wing ideas would have been plenty popular with the public if only they had been “framed” with the right narratives and metaphors. But this ignores the screamingly obvious: Some policies and ideas really are more popular than others-no matter how they are articulated. Language is tremendously important-after all, politicians and an increasing number of corporate warriors live and die by it-but it’s not everything. Language alone cannot achieve miracles. Actual policy counts at least as much as how something is framed. When I tell a political client that a given idea is unpopular, it’s to his credit if he sticks to his principles and pushes ahead with it anyway, but I’m not serving him well if I explain away the dilemma altogether so that he’s never forced to confront that hard choice between conviction and popularity. To me, the truth matters. My job, as I see it, is to remain agnostic on the underlying philosophical issues and keep my personal opinions from infecting my work. It doesn’t matter what I think about tax policy or welfare or the minimum wage. Sure, I have opinions, but they remain just that-my opinions. People hire me to tell them, as objectively as possible, what the general public believes on those issues, and why. They want the truth as it is, not as I wish it to be. You would be amazed and angry if you knew just how little respect the typical pollster, PR guru, or advertising executive has for your opinion. The Republican pollster who gave America Senators Jesse Helms and Al D’Amato once said to me, and I quote, “I don’t care what the people think. I only care what I think.” A media consultant to three presidents warned me never to “fall in love” with my clients or the people they represent. “They’re all flawed.” Perhaps I take a different approach. Before you can create, and certainly before you judge, you have to listen to people and respect them for who they are and what they believe. Just because you may not ultimately accept or endorse someone’s subjective perceptions is no excuse for refusing to acknowledge that they exist. I have sought to listen to the American public-not just hear, but truly, actively listen. It is informed not just by raw data but by intuition and experience. It is empirical more than theoretical, emotional as well as rational. The process is really quite simple. Through national telephone surveys, focus groups, one-on-one interviews, content analysis, and simple day-to-day interaction with people, I learn the language of America. In fact, what you eventually hear either from your elected representatives or in ads for the products and services you use is often spoken first by you and then translated by me. I’ll say it again: What matters is not what you say, but what people hear. THE TEN RULES OF SUCCESSFUL COMMUNICATION Rule One Simplicity: Use Small Words William Safire, William F. Buckley, and the people who solve the New York Times crossword puzzle will resent this first rule: Avoid words that might force someone to reach for the dictionary … because most Americans won’t. They’ll just placidly let your real meaning sail over their heads or, even worse, misunderstand you. You can argue all you want about the dumbing down of America, but unless you speak the language of your intended audience, you won’t be heard by the people you want to reach. Simplicity counts. The average American did not graduate from college and doesn’t understand the difference between effect and affect. Sophistication is certainly what Americans say they want in their politics, but it is certainly not what they buy. Newt Gingrich is arguably one of the smartest political figures of the past fifty years, yet his overtly intellectual, philosophical approach-which to opponents sounded bombastic and sanctimonious-turned many people away. Al Gore and John Kerry, legitimately bright individuals with Ivy League backgrounds, suffered the same fate. Where an average critic of the Bush administration could attack its foreign policy for “going it alone,” John Kerry felt the need to offer “a bold, progressive internationalism that stands in stark contrast to the too often belligerent and myopic unilateralism of the Bush Administration.” Huh? Similarly, Al Gore told audiences that he longed for the days when “vividness and clarity used to be more common in the way we talk with one another,” but then went on to attack the “abhorrent, medieval behavior” of the Bush administration-in the very same speech. Neither Gore nor Kerry understood that the ideas you might hear in a Harvard seminar will simply not ring true with the stay-at-home mom in Kansas or the department store salesman in Cincinnati. In fact, using a long word when a short one would suffice tends to raise suspicions: “What is this guy trying to sell me? Does he have an ulterior motive?” The most effective language clarifies rather than obscures. It makes ideas clear rather than clouding them. The more simply and plainly an idea is presented, the more understandable it is-and therefore the more credible it will be. The same principle holds true in the corporate sphere. From Campbell’s Soup’s “M’m! M’m! Good!” to the “Snap! Crackle! Pop!” of Kellogg’s Rice Krispies, product taglines that are so simple and uncomplicated that even kids can remember them are the ones that prove most memorable to their parents as well. It is no accident that the most unforgettable catchphrases of the past fifty years contain only single- or at most two-syllable words. And when they initially haven’t been so simple, someone inevitably has stepped in to shorten them. Just ask the makers of the Macintosh (“Mac”) computer. And when’s the last time you used the words “International Business Machines” rather than “IBM”? Federal Express is now officially “FedEx,” Kentucky Fried Chicken is now “KFC,” Oil of Olay is just “Olay,” and Dairy Queen now refers to itself as “DQ.” This public preference for simple words and acronyms is also reflected in pop culture. For example, take a look at the movie titles at your local multiplex. All the way back in 1991, the movie Terminator 2 started a trend of truncation when its title was cut down to T2-from five syllables down to two. In the years that followed, Independence Day was abbreviated to ID4 and Mission: Impossible III became M:i:III, just to cite two prominent examples. Many movies have begun dropping the word the from their titles, as well. The 1976 movie The Bad News Bears was remade in 2005 as simply Bad News Bears, and The Wedding Crashers became just Wedding Crashers. Even our day-to-day behavior itself has been simplified. We now live in a text messaging world. Teenagers “text” (a newly coined verb for SMS communication) each other all day long, and the twenty-first-century businessman is attached to his BlackBerry like the farmer of the eighteenth century was attached to his plow. Tapping away with one finger on a miniature keyboard to create a message on a tiny screen isn’t exactly conducive to multisyllabic SAT words. Neither is e-mail, for that matter. We process so much more visual and audible information than ever before, that it’s no surprise many of us don’t have the patience (not to mention the education) to tease out the fine nuances and connotations of a lot of ten-dollar words. At work and at home, in business and in our personal lives, we’re actually writing more than ever before-but what we’re writing looks less like an old-fashioned letter and more like what you’d see on a vanity license plate. These changes didn’t come about by accident. Good things really do come in small packages-and from small words. Rule Two Brevity: Use Short Sentences”I didn’t have time to write a short letter, so I wrote a long one instead.” -Mark Twain Be as brief as possible. Never use a sentence when a phrase will do, and never use four words when three can say just as much. When asked how long a man’s legs ought to be, Abraham Lincoln said, “Long enough to reach the ground.” The best ad-makers and creative artists understand this notion of appropriateness, and they wisely avoid going overboard. Like Goldilocks in the story of the three bears, they look for the phrases that aren’t too big or too small, but “just right.” This is less about self-restraint than it is a matter of finding exactly the right piece of the language jigsaw puzzle to fit the precise space you’re trying to fill. 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. Not many people considered Calvin Coolidge a great president, but to this day we still remember “Silent Cal” for his brevity. When Coolidge’s dinner guest bet him that she could make him say more than three words, he responded, “You lose”-still considered one of the best political jokes in presidential history. When the prolific British writer G. K. Chesterton was asked for an essay on the topic “What’s Wrong with the World?” he wrote: “Dear Sirs: I am. Sincerely yours, G.K. Chesterton.” And we’ve all heard the story about the college philosophy student given the exam question “Why?” who simply responded, “Why not?” Each of these short answers said far more than a thousand-word essay or Castro-like speechathon would have. Similarly, they say a picture is worth a thousand words … or is that ten thousand words? Researchers have traced the origin of that phrase to Fred Barnard, an advertising manager in the 1920s. When selling ad space on the sides of streetcars, he used the words “One look is worth a thousand words” to suggest that images are more potent than text in advertisements. At first Barnard claimed the saying came from a Japanese proverb, but shortly thereafter he changed it a hit, to “One picture is worth ten thousand words,” and instead credited a Chinese proverb. Some quotation dictionaries now accept Barnard’s claim of Chinese origin, and over time this saying has often been credited to Confucius. The origin really doesn’t matter, but the rule certainly does. If one visual can say more than a thousand or ten thousand words, use it. Sometimes two or three words are worth more than a thousand. The most memorable taglines in product advertising are usually not much more than fragments. From the day in 1914 when Thomas Watson joined IBM, then known as the Computer-Tabulating-Recording Company, and coined the phrase “think” to communicate the value of the company, some of the most powerful and provocative messages have come in very small packages. “Easy as Dell” effectively communicated the ready-to-use functionality of one of the world’s most successful personal computer companies. “The UnCola” memorably declared to consumers exactly what 7-Up was … and was not. If you ask anyone from age five to 65 what cereal is sold based on the slogan “They’re grrreat!” they’ll tell you Frosted Flakes. “Got Milk?” has been wickedly parodied by every late-night talk-show host, but it helped make the product cool again. And at three words, three syllables, and eight letters, Nike’s “Just do it” packed more power, word for word, than any footwear ad ever-and helped cement a global sporting goods empire. (Continues…) Excerpted from WORDS THAT WORKby 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.

Reviews from Amazon users which were colected at the time this book was published on the website:

⭐For those who don’t know, Frank Luntz is the Oxford-educated pollster and consultant for the Republican party. He declaims that he may be a bit “right of center” but has avoided promoting any political party or its agenda in his book.In the first paragraph of the first chapter, he proves that President Obama’s 2008 speech — “Don’t tell me that words don’t matter. ‘I have a dream’ — just words?….” — was plagiarized.Then, still on the first page of the first chapter, he goes on to call Barack Obama “the Pied Piper of hope, opportunity, and change.” “Millions of Americans whistled his tune right to the ballot box.”Speaking of words, I’d call this “mockery.”Speaking of Luntz’s declared intention to avoid endorsing or criticizing any particular political party or agenda, I’d call this “hypocrisy.”He writes: “…there is much to be gained by being upbeat and optimistic. When you trash the opposition, you simultaneously demean yourself. The best warrior is a happy warrior. Accentuate the positive … eliminate the negative. Negative definitely works, but a solid positive message will triumph over negativity.”According to his own judgment he demeaned himself one week ago, as this is being written, when the financial reform bill was about to come up for discussion in Congress. The bill was designed, in part, to find a more efficient way to dissolve a corporation AFTER it goes into bankruptcy. Luntz’s memo to the Republican party made the usual recommendations regarding the use of short, memorable phrases in rebutting the Democrat’s plans. One suggested phrase, the term “endless bailouts” was lifted directly from Luntz’s memo and used in Mitch McConnell’s objections on the floor of the Senate.That’s not only demeaning yourself (and your clients), it’s also known as “lying”, since the bill was intended to do exactly the opposite of what McConnell claimed.That’s not to vitiate the general points that Luntz makes in his book or to argue that the techniques he lists are in any way unworkable. And I agree entirely with some of the assumptions behind those points and those lists — yes, the American people are fat, dumb, and unhappy. Or, as another observer of the public scene, H. L. Mencken put it, “Nobody ever went broke underestimating the intelligence of the American public.”Conservatives were extremely perceptive in picking up and using Frank Luntz. He’s a genius as marketing, and a compelling and unflappable presence in public appearances. Oh, how the opposition needs someone with his brand of moral nihilism to build up their phraseology. One imagines what the world would look like if he were selling Democratic snake oil instead of Republican.The signs on the Interstate highways that now read something like “Paid for by the National Highway Recovery and Reconstruction Act,” followed by a lot of small print that can’t be read at highway speed are placed at ten or twenty mile intervals.Under Luntz, the traveler would see them every two miles and they would read simply, “Paid For By the Jobs Stimulus Bill” and signed, “President Barack Obama.” Period — and in big print.Under Luntz, there would have been no contentious murk surrounding the health-care reform bill. It would have been described by its advocates (over and over and over) as “MEDICARE FOR EVERYBODY.”As I say, though, this doesn’t detract from the author’s expertise at turning commercial and political messages into propaganda. 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 understand, obviously written for an intelligent and literate audience but not for a bunch of eggheads. The examples are well chosen to illustrate the points that he’s making and many, or even most of them, are non-political.But even in these value-neutral passages, there’s an obvious self-promotion going on that’s — maybe not “unnecessary”, but unworthy of anyone with a D.Phil. from Oxford. The author is called “Dr. Frank Luntz” on the cover and in the blurbs. I doubt that when Rachel Maddow writes a book she’ll be “Dr. Rachel Maddow” although she has the same degree from the same university. His name or some other self-referential statement seems to pop up on every other page. We run into things like “Luntz’s Lists” and claims for the credit of inventing the 1994 “Contract with America.” (Little mention of where that led us.)It’s possible to admire an author and much of what he’s written without endorsing his political views or his reckless philosophy of duping the ignorant public. There is a lot of precedent. Most people — those who can shake off the intent behind it — find Leni Riefenstahl’s documentary film, “Triumph of the Will,” to be an awesome cinematic achievement despite its glorification of the Nazi movement. And we might mention “Battleship Potemkin”, which satisfactorily explains why the Russian revolution was so necessary.Well, in the interest of full disclosure, I’m only half-way through the book, though I don’t expect any radical change in the author’s posture. I’m learning a lot from it, and, as I say, I agree with much of it. I only wish the author would do some additional reading on his own, starting with the chapter in Chairman Mao’s Little Red Book called, “On Enlightened Self Criticism.”

⭐I bought this out of curiosity. I have seen Frank Luntz dozens of times on TV, especially after a debate, where he has his own polling group which he uses to rate the debate and how the candidates did based on their responses to questions asked and their interactions with other candidates.Frank Luntz is able to draw incredible results based on what people say. That’s because, as he tells us repeatedly in this book, “It’s not what you say, but what people hear.”I think the most beneficial aspect of the book is the chapter on The Ten Rules of Effective Language. It encourage things like simplicity and using small words, even short sentences for that matter. This makes a lot of sense. We have all sat through things that were not understandable. Our vocabulary can hardly impress anyone if they have no idea of what we are talking about. Additionally, he shows us the impact of reinforcing our words with something visual or imagery that can play on one’s imagination.He tells us about words we like to hear and those we don’t–those that have a favorable impact and those that don’t. There are phrases also which have negative consequences with the hearer like “drilling for oil” where “energy exploration” evokes a much more positive response. Something like “estate tax” can be a hot button, where saying “death tax” can be more effective.Luntz tends to be very repetitive, using many of the same examples over and over and bringing up the same point in multiple chapters. I found that ineffective. I will give him the benefit of the doubt, though. Possibly he is using the same technique he stresses about using the same words or phrases over and over; making sure that our audience gets the point and knows what we’re all about.I do not think this book is for everyone. Unless a person spends a great deal of time in front of the public and being recorded, I don’t think this book is an essential read. Nonetheless, Luntz can help each of us to communicate more effectively. This can only help in our day to day dealings with others like with family members, at home, at work, with our friends, etc. If nothing else he can make us aware of things that matter and things that don’t when we are talking, especially when we want to make a point.

⭐I think that this is an excellent guide for those for whom words really do matter, be they written or spoken. The author provides numerous examples of both the best and the worst. The book shows how important meaning is, both for the author/speaker and those on the receiving end. In a nutshell, the author explains how important it is to know your audience and to communicate with them in a way they will best understand. Highly recommended.

⭐When you buy a used book it does not mean that you have painted pages, only that it has been used. the book had the corner of a page, folded. Otherwise, all good

⭐Learned a great deal

⭐Great product. Thank-you.

⭐I’m a copywriter, so I read this book to gain insight into the way words can influence perceptions and behaviors. Putting aside all political squeamishness (I’m not a fan of the Republican agenda or corporate interests Dr. Luntz works for), I found this book fascinating and a valuable addition to my bookshelf.Fair warning: it’s America-centric and politically focused, so if you’re looking for a more general, universal handbook on the principles of effective writing, you’ll be disappointed. And perhaps predictable, Luntz is much more compelling and original when he talks about language in political contexts, whereas his points are less focused and veer into the banal when he talks about consumer brands and product marketing.Overall, the book offers a good overview of principles all professional communicators should know but that never hurt to hear again.The reader will need to be careful not to fall under the sway of Dr. Luntz’s practiced rhetoric: his opinions are disguised as truths throughout. (In a section on “authenticity,” only Democratic politicians seem to be singled out as inauthentic, for example.)He has an insidious tendency to conflate rhetoric and truth throughout the book. His argument seems to be that if words make a powerful connection with its audience, they reflect reality, which of course sidesteps the issue of whose reality we’re talking about. For example, rephrasing “drilling for oil” as “exploring for energy” may encourage people to view oil extraction more positively, but it doesn’t actually make it less damaging to the environment.This kind of reductive thinking also accounts for a snide and unnecessary footnote in which Luntz accuses Jon Stewart (who apparently called Luntz an “amoral Yoda”), of pitiful naivety when it comes to language: “What [Stewart] and so many others fail to realize is that as long as words are accurate, understandable, and credible, they will continue to influence people and move products.” Really? JON STEWART doesn’t understand the power of language? He has made a multimillion-dollar career out of deflating political and corporate puffery with dazzling wit and imagination. I think he gets it.

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