Words That Work

Books

This New York Times Bestseller is now revised and updated with a new chapter featuring the new words of a new president. Why are some people so much better than others at talking their way into a job or out of trouble? What's behind winning campaign slogans and career-ending political blunders? Why do some product ads connect emotionally and others fail miserably? Why do some speeches resonate and endure while others are forgotten moments after they are given? In Words That Work, Dr. Frank Luntz, language architect and public opinion guru, not only raises the curtain on the craft of effective language, but also offers priceless insight on how to find and use the right words to get what you want out of life. Whether your goal is to boost company sales, win political office, inspire your employees, or get that raise you deserve, Dr. Luntz teaches about the phenomenon of transforming mere words into an effective arsenal for the war of perception we all wage each and every day. Take it from the man who has ...