First published 2007
Frank Luntz opens the curtain on America's most powerful communication strategies. As the country's leading messaging consultant, he demonstrates how specific word choices drive consumer behavior and political outcomes. Luntz breaks down his methods through concrete rules and frameworks, including ten principles for effective communication and twenty-one key phrases that resonate in modern America. He shows why Rupert Murdoch spent six billion dollars on DirectTV partly because "satellite" sounded more advanced than "digital cable." He explains how drug companies shifted their language from "treatment" to "prevention" and "wellness" to change public perception. The book provides practical techniques for everyday situations, from avoiding traffic tickets to negotiating salary increases. Luntz draws on his work with Fortune 500 companies to show readers how the right words can transform business outcomes and personal interactions.
Genres: business, politics, non-fiction, communication
Vibes: informative, persuasive, thought-provoking
Tropes: informative-nonfiction
5 pages · Audio CD · Hyperion