Sign Up | Log In

Write a Review
Post a Quick Tip
Create a List
Ask a Question
Create a Poll
Create a Community

Movies •Books •Music •Food •Tv Shows •Technology •Politics •Video Games •Parenting •Fashion •Green Living •more >

Lunch » Tags » Book » Reviews » Words That Work: It's Not What You Say, It's What People Hear

Words That Work: It's Not What You Say, It's What People Hear

1 rating: 5.0

A book by Frank I. Luntz

After repeating his mantra—"it's not what you say, it's what people hear"—so often in this book, you'd think that Republican pollster Luntz would have taken his own advice to heart. Yet in spite of an opening anecdote that superficially attempts … see full wiki

Tags: Book

Author: Frank I. Luntz

Genre: Reference, Nonfiction

Publisher: Hyperion

1 review about Words That Work: It's Not What You Say,...

Showing 1-1 of 1

Sort by:

People's Perceptions; People's Reality

Aug 26, 2010

by PointedPundit
posted in Cafe Libri: Reviewing Books & More

Rating:

The world's best message is ineffective if the person on the receiving end does not understand or relate to it.

It is a harsh standard. It is a message communicators ignore at their own peril. You can be brilliant, creative, even right, but your message will fall flat unless it touches the hearer's prism of experience, beliefs, preconceptions and prejudices.

In 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."

What did you think of this review?

Helpful

Thought-Provoking

Fun to Read

Well-Organized