“Words That Work: It’s Not What You Say, It’s What People Hear” – Frank Luntz

Is a rose as sweet by any other name? Apparently not, according to Frank Luntz in his blockbuster book. From electing Presidents to garnering support for Social Security reform to gaining advocacy for the Oil & Gas Industry or for Pfizer Pharmaceuticals, Luntz has tested the words that work and the ones that don’t in politics, in labor relations and in industry.

Luntz doesn’t talk generalities; he gives you the numbers. For example, 17% more Americans favor eliminating the “Death Tax” than favor eliminating the “Inheritance Tax” – even though they are the same thing. Luntz shows how industries have rebranded themselves by changing their names: from gambling to gaming, liquor to spirits and banks to credit unions. Even Newt Gingrich relies on Frank’s Ten Rules of Effective Language to get his message through.

As marketing communicators, can we ignore these realities? Read “Words that Work.” Then you decide.

Related posts:

1. Are you using Words that Sell?
2. SEO in 1000 words or less
3. Does Your Marketing Suck?

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About the author:

Joe Schubert is the founder and CEO of Schubert Communications. He takes great pride in the agency’s B2B Sales-Centric Marketing™ approach based on many years of B2B client support. Joe keeps busy flying his Cesna, golfing, skiing and reading up on the industry’s latest trends.