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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 priceless. | Concentrated Knowledge for the Busy Executive www.summary.com Vol. 29 No. 5 3 parts Part 1 May 2007 Order 29-11 S0ug w Exec lit i VC BooESiiiiiiiiai ics FILE SUCCESS CAREER By Dr. Frank Luntz CONTENTS It s Not What You Say. Page 2 The 10 Rules of Effective Language Pages 2 3 Preventing Message Mistakes Page 3 Old Words New Meaning Pages 3 4 How Words That Work Are Created Page 4 Be the Message Pages 4 5 Words We Remember Pages 5 6 Corporate Case Studies Page 6 Myths and Realities About Language and People Pages 6 7 21 Words and Phrases for the 21st Century Pages 7 8 . It s What You Hear Page 8 It s Not What You Say It s What People Hear WORDS THAT WORK THE SUMMARY IN BRIEF 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 priceless 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 .
