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Words that work : it's not what you say, it's what people hear

Author: Frank I Luntz
Publisher: New York : Hyperion, ©2007.
Edition/Format:  Print book : English : 1st edView all editions and formats
Summary:
Communications expert 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. Luntz has used his knowledge of words to help more than two dozen Fortune 500 companies grow. He tells us why Rupert Murdoch's six-billion-dollar decision to buy DirectTV was smart because "satellite" was more cutting edge than "digital cable,"  Read more...
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Genre/Form: Nonfiction
Additional Physical Format: Online version:
Luntz, Frank I.
Words that work.
New York : Hyperion, ©2007
(OCoLC)607909284
Online version:
Luntz, Frank I.
Words that work.
New York : Hyperion, ©2007
(OCoLC)608420256
Document Type: Book
All Authors / Contributors: Frank I Luntz
ISBN: 1401302599 9781401302597 9781401303082 1401303080 9781401309299 1401309291
OCLC Number: 70046041
Description: xxiii, 324 pages ; 25 cm
Contents: The ten rules of effective language --
Preventing message mistakes --
Old words, new meaning --
How "words that work" are created --
Be the message --
Words we remember --
Corporate case studies --
Political case studies --
Myths and realities about language and people --
What we REALLY care about --
Personal language for personal scenarios --
Twenty-one words and phrases for the twenty-first century.
Responsibility: Frank Luntz.
More information:

Abstract:

Communications expert 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. Luntz has used his knowledge of words to help more than two dozen Fortune 500 companies grow. He tells 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 is for you.--From publisher description.

Notes:

by lerche (WorldCat user on 2008-07-10)

808.042 Lunt 2007

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Primary Entity<\/h3>\n
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