Why are some people better than others at talking their way into a job or out of trouble? What makes some advertising jingles cut through the clutter of our crowded memories? What’s behind winning campaign slogans and career-ending political blunders? Why do some speeches resonate and endure while others are forgotten moments after they are given?
The answers lie in the way words are used to influence and motivate, the way they connect thought and emotion.
In this summary, language architect and public opinion guru Dr. Frank Luntz raises the curtain on the craft of effective language and offers price- less insight on how to find and use the right words to get what you want out of life.
Luntz draws much from his experience in the political arena, and he has played in a role in how we describe various current issues. For example, it was Luntz who turned the term “estate tax” into the more politically charged “death tax.” He also reframed “drilling for oil” into “exploring for energy.” In his book, Luntz explains how these subtle shifts in word usage can mean the difference between success and failure.
Whether your goal is to boost company sales, win political office, inspire your employees or get the raise you deserve, Luntz has something instructive to say about how language can help. Every day is a battle of perception, and in this book, Luntz demonstrates how to win by transform- ing mere words into an effective arsenal.