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Words That Work: It's Not What You Say, It's What People Hear (Audiobook + Ebook)

Posted By: ksenya.b
Words That Work: It's Not What You Say, It's What People Hear (Audiobook + Ebook)

Words That Work: It's Not What You Say, It's What People Hear (Audiobook + Ebook)
Audiobook: MP3 @ 64 Kbps | ASIN: B000MDH1LG | Duration: 6 hrs and 17 mins | 187 MB
Ebook: PDF | 352 pages | ISBN-10: 1401302599 | Language: English | Year: 2007
Genre: Business, Languages, Economics | by Dr. Frank Luntz (Author, Narrator), L.J. Ganser (Narrator)

This book is masterful in its exploration of the use of language in American life, especially in business and politics. It was written by Dr. Frank Luntz, who calls himself a "linguistic geek." It's ideal for anyone, like me, who loves words and reading.

The subhead to the book is "It's not what you say, it's what people hear."The trick is to speak in a way to make people hear what you want them to hear. To be persuasive. As Luntz writes, "It's not enough to be correct or reasonable or even brilliant." People must first listen, and then understand.

This book gives many comparisons of word choices, and explains why one choice is the most effective. For example, instead of saying "comprehensive," say "easy to understand." "Pre-owned vehicle" sounds much better than "used car." "Housewives" have turned into "stay-at-home moms."

Luntz gives a list of ten rules of successful communication that anyone can use:

1. Simplicity: Use Small Words
2. Brevity: 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

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 country. In 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 10 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 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've ever wanted to talk your way out of a traffic ticket or talk your way into a raise, this audiobook's for you.