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Words That Work

Frank Luntz offers 11 rules for effective communication based on his experience as a political and corporate pollster. The key is to understand the listener's perspective and use small words, short sentences, credibility, consistency, novelty, sound, speaking aspirationally, visualization, asking questions, providing context and relevance, and visual imagery. He elaborates on these rules by emphasizing never assuming knowledge, getting the order right, being aware of gender differences, focusing on children, and carefully defining terms. The book recommends these strategies to help communicate effectively and achieve your goals.

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1K views1 page

Words That Work

Frank Luntz offers 11 rules for effective communication based on his experience as a political and corporate pollster. The key is to understand the listener's perspective and use small words, short sentences, credibility, consistency, novelty, sound, speaking aspirationally, visualization, asking questions, providing context and relevance, and visual imagery. He elaborates on these rules by emphasizing never assuming knowledge, getting the order right, being aware of gender differences, focusing on children, and carefully defining terms. The book recommends these strategies to help communicate effectively and achieve your goals.

Uploaded by

Anonymous u80JzlozSD
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© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Words that Work: It's Not What You Say, It's What People Hear, Frank Luntz offers

insights into finding and using the right


words to achieve your goals. The key to communication is to place yourself in the listener's situation and understand his or
her deepest thoughts and beliefs. What the listener perceives constitutes the listener's reality.
 
Based on his experience as a political and corporate pollster he recommends 11 rules for effective communication:
 
1. Use small words.
2. 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.
11. Visual imagery matters.
 
Luntz does not stop there. In addition to an insightful discussion complete with illustrations from his professional
experience of the 11 rules, he adds critical elaboration:
 
1. Never assume knowledge or awareness.
2. Get the order right.
3. Gender can obstruct understanding.
4. It's about the children.
5. How you define determines how you are received.
 
If communicating is important to you, and who does not need to, then time spent reading Frank Luntz's book will be well
spent. We are all subject to the power of language. Words spell the difference between success and failure. The right
words grant you an edge. The author says it all in his subtitle, "It's not what you say--it's what people hear."

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