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.
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.
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.”
Penned by the Pointed Pundit
January 19, 2007
I was given the book "Words that Work" as a gift by someone who knows my love of language and writing. Just glancing at the title I wasn't entirely sure what to expect from the book but I dove in, eager to find out.
The author, Dr. Frank Luntz may well be one of the "end results" of the path started on by my visiting English Sterling Scholar mentioned above. Dr. Luntz has a passion for language and has taken that passion not only to Washington D.C. as a speech and campaign writer but also to numerous high profile corporations and non-profit groups. He stepped beyond the "simple" role of being "just" a speech writer and has taken on a role of helping a person shape their language into the best possible form for the desired message.
Much of the book includes anecdotes and references to real-world experiences that the author had with some politician, executive, or other highly visible individual. Truly he has had a star studded career having worked with US President's, Congressional/House Majority leaders, Fortune 100 Executives and Hollywood stars. Many of his stories were rather funny even if only for the unfortunate results of poorly structured language. I had a hard time relating directly to the many examples that were deeply entrenched in political or corporate dealings. still, the construction and results were intriguing.
The subtitle of the book "It's Not What You Say, It's What People Hear" was the main focal point that Luntz returned to again and again. He presented a number of rules and bits of advice to help ensure your message is received in the way you intend. The first step, of course, is to make sure you are personally very clear on the desired message. After that, you need to very carefully and methodically analyze and choose words with special focus on your audience. Every listener comes with his or her own paradigms or prejudices which can taint certain words or cause even a seemingly simple and straightforward message to be misunderstood.
I really appreciated the analytic and in-depth way the author presented his ideas and backed them up with examples. The difficulty for me remains in how to take some of these higher concepts and their political/corporate examples and incorporate them into my own life in an effective way. Many of his examples include extensive studies with focus groups to examine and analyze reactions. A lot of his rules have to do with large scale speeches and presentations to large audiences such as a community council, corporate board members or even the entire nation.
As an individual non-political/executive person, many of the concepts are just too nebulous to easily translate into daily life. Fortunately, the last few chapters in the book include some examples meant for the "everyman" (or 'every-woman') such as how to talk with a police officer after being pulled over for speeding, how to schmooze your way past the concierge/greeter at a full restaurant, etc. Some of the examples and usage felt a little trite or at the very least unbalanced when compared with the examples throughout the rest of the book, but I was relieved that he at least made the effort.
He also included a section showcasing some of the most important words and phrases for the new century/decade/etc. In various sections of the book, some of his concepts felt a little dated. This "important words" sections felt even more dated that others. Some of the words he pointed out as being "new" have already become so entrenched in our collective vocabulary that they feel old. Others already feel a little antiquated. This just serves to emphasize a point that Luntz makes in saying that language is changing more and more rapidly and we have to do our best to keep up with an ever changing lexicon. He talks about the generational changes as Baby Boomers are retiring and dying off while Generation-X, Generation-Y, Millennials and other groups are bringing their own patterns of speech and mindsets.
Overall, I found this to be an interesting read. At times it felt a little too academic or that the examples and suggestions were too distanced from me as an "everyman" reader. But I definitely appreciated and enjoyed reading about his concepts of how to frame your words with the audience in mind and the suggestion emphasized by the subtitle that your message may not always be as clear to others as it is to you.
3 out of 5 stars