A must-read for anyone in marketing

books:


	• WORDS THAT WORK: IT'S NOT WHAT YOU SAY, IT'S WHAT PEOPLE HEAR Frank Luntz Hyperion, 2007 - 320 pages average customer review:based on 97 reviews view larger image
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A must-read for anyone in marketing

Need to sell a product or service? Need to convince an audience of your POV? Need to make a case for a raise? This book provides invaluable ideas, tips and concepts for everyone who communicates in writing or in person.

expecting better

The one word that came to mind as I tried to cull some knowledge from this work is 'puffery'. That is a word that works for this book. As a fellow market researcher I was hoping to gain some insight from a high visibility professional but as other reviewers have pointed out there is so much name dropping, political partisanship, and blathering that I could not finish the book. It is in need of a good editor, but apparently Luntz used the right words to talk them out of it. I was disappointed to have wasted my time.

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Useful knowledge

Great book for people who's work depend on a lot of comunication.It contains lot of useful knowledge and explanation how to orginze ur words to get the message throu. Very well writen(not that I know anything about writing)but I found it easy to read and hard to put down.

reviews: page 1, 2, 3, 4, 5, 6, 7, 8, 9, 10

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 countryIn 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. He'll 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.

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