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Review of Words That Work by Frank Luntz
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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.
 Posted by Christopher M. Knight on May 14, 2007 at 8:17 am | Views 331 | |
11 Comments »
Chinmay Chakravarty writes:Right, it’s what people hear that works. This is applicable for both written and phonetic sense. Words may carry a whole lot of germs like ego, veiled misinformation, verbosity and other irritants. One must write for the readers only. One must not be like some film directors who make films for themselves only and get ecstatic when nobody understands their ways.
Thanks Sir Chris.
Lynella Grant writes:Have been writing about the “body language of business communications” for years. Just like face-to-face communications, the body language that accompanies a written message is more persuasive than the content of the words. It’s processed by a different part of the brain - ahead of rational thought. That part determines trust and credibility. If you don’t connect on that channel, the person is unlikely to trust the message itself (even if they don’t realize it consciously). That’s where the challenge to communicate is won or lost.
Am in the process of writing a book showing the unintended messages that a company’s ads and policies send–signals that the owner never intended. Its title - The Secret Life of Your Business.
Would like to invite relevant input or examples from members of this blog. Will start writing more articles along those lines before long.
Kathy Ostman-Magnusen writes:On a lighter note:
Hey Chris, is that a candid shot of you with the sweat on your brow over your computer? I like it, very personable.
Christopher M. Knight writes:Yeah, that photo was taken this morning in my office.
It’s going to be 91 degrees here today, but thankfully the building has air conditioning. :)
I was trying to give a look in the shot that says, “hey, this is a good book, I’ve read quite a bit of it and I think you might like it too” in a subtle, non-excited way.
Chinmay Chakravarty writes:Yes, the power of word works when people hear it. As always there is positive informative side and there is a negative manipulative side.
I remember the brilliant film ‘Manufacturing Consent-Noam Chomsky and the Media.’
More please!
Jan writes:I came across it about a month ago, in a writer’s box under the signing table. He was reading it, and recommended it too.
Republican or Democrat isn’t an issue, but skill is.
I figure if a person knows how to earn the money, they probably deserve it. If they’re slime; they eventually end up at the bottom of the river, not my problem.
(Yes, I’m cold hearted. Today, at least!)
Jan
Jeff Herring - The Article Guy writes:Just started the book and like the 10 rules of effective language.
What I like best though is the Monty Python-esque cover of the book. Well done!
David Phillips writes: Carolyn McFann writes: Christopher M. Knight writes:Yeah, his 10 are pretty excellent!
Simplicity, Brevity, Credibility, Consistency, Novelty, Alliteration, Aspiration, Visualize, Ask a Q? and Relevance… and perhaps even more important is WHY they are important.
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Just because we know how to talk or write does not necessarily mean we know how to communicate - I think we can always improve our communication.
Jeff