Product Details

• Amazon Sales Rank: #315912 in Books
• Published on: 2008-08-27
• Original language: English
• Number of items: 1
• Binding: Hardcover
• 352 pages

Synopsis
Communications expert Luntz offers a behind-the-scenes look at how the tactical use of words and phrases affects what we buy, who we vote for, and even what we believe in. Luntz has used his knowledge of words to help more than two dozen Fortune 500 companies grow. He tells us why Rupert Murdoch's six-billion-dollar decision to buy DirectTV was sma

Customer Reviews

Disappointing!
My expectations weren't met.

I expected to read and learn about language that really worked. Language that would be incredibly useful both professionally and personally.

Instead the book completely focused on anecdotes from American politics. Particularly on the rather self-centered successes of Frank Luntz in the role of advisor to the Republican party. All the advice was written for an American audience (one of the words that work was 'american dream') so lacked applicability here in the UK plus there were frequent long rambling sections that lacked punch/purpose.

That's not to say there weren't some good elements. The best being the concept of the title "it's not what you say, it's what people hear" and the idea that you need to use simple language that everyday people can understand. Aside from that there was very little to learn and use.

Only buy if you're really interested in the language of politics in the US. If you're looking for a business language book look elsewhere - I suggest 'On Writing Well' as a far superior alternative.

An unputdownable quasi-academic book. Amazing!
This is a riveting book about how to use language effectively. I do this everyday as a speechwriter, but I've never found a book on this subject which is so entertaining. Luntz is an arrogant American, and he's great fun - witty, name-dropping, sarcastic, serious and clear.

He gives his ten rules of effective communication and drums in "It's not what you say, it's what people hear", over and over again.

He is a great user of the dial analysis, (they call it the Perception Panel on the Daily Politics). You find out the words that work, by measuring the enthusiasm of the response from a panel of people. They claim that Luntz helped David Cameron get the Tory Party leadership.

Anyone interested in communications or politics will love this book.

Bloody Awful !!
Chock-full of what, in other parts of the world, is considered common sense after a secondary school education - and clanking clichés -, and as an object lesson in pandering to (and no doubt inspiring) the already illiterate, or those lacking in any serious desire to step outside the cosy/unchallenging American purveyance of off-the-shelf "Hey, just add two sugars and stir - and you too can be a success!!", this book is a raging success.

For anyone interested in halting the already inexorable slide towards 'Disney's Version of History' (so dumb that they'll no longer be able to question or discern what the truth is) and a general dumbing-down, you would be roundly advised to look for other inspiration (Fowler et al).