I’m reading a book by Frank Luntz that came highly recommended by someone I trust called: “Words That Work: It’s Not What You Say, It’s What People Hear“
The essence of his message is that crafting the right words along with the effective use of language can help you get more of what you want from life because most people hear or read and understand your messages in ways that are usually far different than the way you’d understand your own words.
It’s about using words that motivate and influence readers based on their viewpoint connections and not your own…and that the words you use to convey your message will determine whether your readers will be receptive to the rest of your message.
Luntz is very good at constructing phrases (otherwise known as *framing* or *framing an issue*) for political campaigns, so I warn you that if you’re an extreme left wing voter, you may not like this book…as he’s clearly of only Republican DNA.
I like that Luntz is on the right track thinking about ways to use words that invoke an emotional response. His thoughts can also help you beyond simple article writing as his messages are aimed at helping you become a better communicator.
The book reads like stories and examples rather than the usual bullet points type books that I enjoy. One of his theories that I’m sure is true is that how you define determines how you are received. The way you position an idea linguistically (page 45) must affirm & confirm an audience’s context because without that, you won’t provoke or evoke the exact response you want.
Knight grade = Thumbs up, especially for copywriters and article writers hoping to communicate & influence their reader with more decisiveness.