Words That Work: It's Not What You Say, It's What People Hear

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Words That Work: It's Not What You Say, It's What People Hear

3.45 of 5 stars 3.45 · rating details · 510 ratings · 111 reviews

The nation's premier communications expert shares his wisdom on how the words we choose can change the course of business, of politics, and of life in this country In Words That Work, 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. With chapters like "The Ten Rules of Succ...more

Hardcover, 350 pages

Published January 2nd 2007 by Hyperion (first published December 20th 2006)

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Jul 09, 2008 Garrett rated it 1 of 5 stars

Frank Luntz, excuse me, Dr. Frank Luntz came across as a pompous, arrogant idiot. I guess it was supposed to be a book on rhetoric. He includes some really weak bits about business, the history of the English language, and grammar that were cringe inducing. He is a pollster who works mainly with politicians. When he sticks with his strengths (opinion polls and dealings with politicians), the book is tolerable. As the one star I awarded indicates, for the most part it was not tolerable.

After a fe...more

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Jan 29, 2013 Evelyn Puerto rated it 4 of 5 stars

Shelves: non-fiction

Frank Luntz’s Words that Work is an engrossing read of words that do work, whether in politics, business or just everyday life. He doesn’t just give his opinions. Rather, they are backed up with extensive focus group and other research.

Luntz summarizes his book in just one sentence: It’s not what you say, but what you hear. Using case studies and examples, he demonstrates just how easy it is to think you are saying one thing but your audience hears another, and sets up 10 rules for effective com...more Frank Luntz’s Words that Work is an engrossing read of words that do work, whether in politics, business or just everyday life. He doesn’t just give his opinions. Rather, they are backed up with extensive focus group and other research.

Luntz summarizes his book in just one sentence: It’s not what you say, but what you hear. Using case studies and examples, he demonstrates just how easy it is to think you are saying one thing but your audience hears another, and sets up 10 rules for effective communication.

Throughout the book, as he shares anecdotes of companies and politicians who communicated well (or not so well), he explains which of the rules were followed and which were broken. This made it very clear just how powerful the right words can be, and how deadly the wrong ones are.

Astounding to me were the examples from politics and commerce of people or companies who needed desperately to communicate with the public and either completely failed to do so, or used silence as their communication strategy. Luntz suggests other ways they could have shared their message, potentially avoiding the disaster that happened.

One chapter lists 21 words or phrases that will work in 21st century communications, with sometimes lengthy explanations why. It’s interesting, just coming off the 2012 elections, to note the politicians who used these in their campaigns, and the ones who did not.

Some reviewers gave Words the Work a one star rating, largely because they took exception to Dr. Luntz’s political views. Those ratings do not do justice to the research and analysis that went into the conclusions of the book. The political bent of the author is irrelevant to the worth of his findings.

I was interested in this book primarily as a writer (although I found the entire thing fascinating). Much of what I learned will be helpful as I write website copy, the copy for the back covers of my books, and any other advertising copy I’ll need.

Overall, Words that Work is a useful read for anyone who uses words for a living and wants to harness their power effectively.
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Oct 12, 2012 Johnny rated it 3 of 5 stars

Shelves: writing, speaking, sociology

Have you ever tried to convince someone of something and had exactly the opposite effect? The thesis of Dr. Frank Luntz, consultant to presidents, political parties, causes, and corporations, in Words That Work: It’s Not What You Say, It’s What People Hear is that we tend to sabotage our communication with complexity, length, lack of dependability, inconsistency, and repetitiveness. See, I’ve already broken his command to keep it simple and brief. That probably undermines my credibility. The key...more Have you ever tried to convince someone of something and had exactly the opposite effect? The thesis of Dr. Frank Luntz, consultant to presidents, political parties, causes, and corporations, in Words That Work: It’s Not What You Say, It’s What People Hear is that we tend to sabotage our communication with complexity, length, lack of dependability, inconsistency, and repetitiveness. See, I’ve already broken his command to keep it simple and brief. That probably undermines my credibility. The key words associated with Luntz’ rules are: simplicity, brevity, credibility, consistency, novelty, sound, aspiration, visualization, questioning, and context (p. 28). Those last three terms refer to the ideas of “showing, not telling,” “allowing one’s audience to make up their own minds,” and “framing the message to fit the circumstances you want to highlight.”

Luntz, perhaps best known as the “choreographer” of the messaging for the “Contract with America,” explains about nuances which enable one to follow Warren Beatty’s twice-quoted counsel, “People forget what you say, but they remember how you make them feel.” (p. 82) What’s the difference between “security” and “peace of mind?” “Security” implies something to fear while “peace of mind” implies both serenity and security (p. 258). Is “ownership” or “opportunity” the best word for defining the ability to succeed? Apparently, “ownership” feels impossible to so many that feel excluded that “opportunity” is a better choice (pp. 208-9).

One of my favorite parts of the book (beyond the three appendices which contain political memos as varied as preparing for Gray Davis’ recall in California to defending the indefensible, the Clinton impeachment proceeding) was the redefinition of Orwellian speech from the negative satire of 1984’s so-called newspeak to the kind of wisdom that says that what is needed is to let the meaning choose the word, and not the other way around. (p. 51)

Perhaps, the best advice in the book was the counsel about “re-“words and their power. Think about some: restore, reinvent, renew, revive, rework, revitalize, and restore. “Re-“words have an uncanny ability to suggest innovation and new energy without losing something valued in the past. (pp. 250-1) Of course, anyone who has ever read one of my reviews will know that I have to work on the two first guidelines: 1) Use small words and 2) Use short sentences. Nevertheless, I learned a lot from this book.
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Oct 22, 2011 Ken rated it 3 of 5 stars

This is my second book by Luntz, and I have the same problem with this book as I did with, WHAT AMERICANS REALLY WANT...REALLY. Every issue has many different sides, and various ways of interpreting the controversy. Luntz could very well support the views of Slave Holders, or promote the concepts of Freedom From Slavery. There does not seem to be A Moral Center to his work, and I don't think that it really matters to him. He is the man who changed "Inheritance Tax" to "Death Tax". He claims that...more

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May 28, 2011 Vince Wu rated it 2 of 5 stars

For a book whose core message is effective language, I found "Words that Work" much too verbose and meandering for my liking. Some of the early chapters could be summed up quite easily in a few pages, especially as the ideas are borderline stating the obvious. I suggest reading chapter 1 "The Ten Rules of Effective Language" then skimming the rest unless you find an example particularly interesting.

It's quite clear though that Frank Luntz is an expert at the art of crafting and framing messages....more

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Apr 07, 2011 William rated it 4 of 5 stars

Eye-opening!

Let's be clear, Frank Luntz is a tool, and he's personally responsible for Republican's misrepresenting their platforms by using the power of word choice. But if you can look at what he's been able to do, you have to admit, he's amazing. Totally unethical, amoral, and a certified bag of dicks, but wow, he's literally convinced dying people to vote against their own medicare, poor people to vote against their own incentive programs, and criminals to increase prison sentences.

Words tha...more

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Jun 07, 2009 Natasha Yong rated it 2 of 5 stars

Every occasionally, I think about "words".
How often we belittle its influence, its reach and its power. How mere 'words' can induce so much emotions. How it's used to encourage, to build and to grow; or how it's used to criticise, to demean or devastate.

Dr. Frank Luntz, America's premier communications expert shares his wisdom on how the words we choose can change the course of business, of politics, and of life. Frank uses his knowledge of words to help more than two dozen Fortune 500 companies...more

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Aug 07, 2011 Jing-li Yu rated it 2 of 5 stars

The underlying message is good and worth re-emphasizing; some of Luntz's anecdotes were also useful for reinforcement. But sometimes the book sounds preachy, other times it sounds too much like a self-help book, it contains some blatantly partisan potshots, and his lead into his chapter of the dynamism of language (by explaining how "Orwellian," "Kafkaesque," and "Machiavellian" all have the opposite of their original or intended meanings) was unconvincing. That lead hurt his credibility because...more

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Aug 07, 2011 Kenny Tang added it

Easy to understand and a worthwhile read for anyone that communicates. It's not the most profound thing ever but it's amazing how many people fail to use these ideas in their communication. His 10 rules are the most worthwhile takeaway from this read. The book drags, lacks humor, and lacks gripping stories. In fact, I think the author makes exactly 1 joke in the entire book and I forgot all the stories already. The author is responsible for much of the language used in Republican political campa...more

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Feb 20, 2011 Gloria rated it 4 of 5 stars

Okay, I have to put a big caveat on the rating. I really did like it because I learned *a ton*.

I don't agree with the guy or admire him, and I think he really twisted the notion of what George Orwell was trying to get at in his famous essay—a lot of what this book does is in fact flirting the very edges of Orwellian language as we know it in the negative sense.

But in reality, what he is saying is to take advantage of the fact that words are imprecise, that the word "blue" conjures up different s...more

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Nov 05, 2008 Madeline added it

Shelves: couldn-t-finish

so who wrote this book again? was it frank luntz or aaron sorkin, creator of hit television series The West Wing... ??

kindof boring. and not worth my time!

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Jan 17, 2012 Siskoid Siskoid rated it 4 of 5 stars

Words That Work by Republican message crafter Frank Luntz - I'd bought it for work despite my much more liberal leanings ;-). It's an interesting inside look at both corporate and political language that subtly but surely affects how a message is received and understood. I've always subscribed to the idea that words and images matter and that it's not "all the same", and Dr. Luntz had plenty of good and practical examples. I recommend it for anyone working in communications today. It's effective...more

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Sep 22, 2011 Geoff Ball rated it 1 of 5 stars

Shelves: relationships

You know when you're really excited about a movie, and then it turns out to really suck?

That's how I feel with this book. What a complete let-down. As other commenters have already said, it is overly verbose, takes repetitive jabs at Democrats (despite constantly repeating that he will remain impartial), and his insecurity shines through with his incessant reminders that he is, indeed, a Doctor.

I am saddened not only that I paid for this book, but by the fact that I have now lost forever the tim...more

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Apr 27, 2012 Kathleen Cochrane rated it 3 of 5 stars

As a Democrat, I found it helpful to read this book because I honestly believe that Republicans are light-years ahead of Democrats in framing their arguments. How else could they get so much of the population on board with policies that poll as massively unpopular, like (further) tax cuts for the very wealthy? (I'm sorry, the job creators :-P). Luntz is a compelling writer with a quick, fun take on things, so it's an easy and worthwhile read.

Wish I could say Democratic communications expert Geo...more

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Feb 18, 2010 Jim Wilcox rated it 3 of 5 stars

This is a book well worth reading . . . however . . .

. . . what Dr Luntz really discusses is that he believes that it indeed IS what you say--the words you use--to propagandize your message. I don't mean that disrespectfully--he's a master at choosing words to promote HIS viewpoint.

This is NOT a book about improving your interpersonal communications.

If you really want a book about HOW to say things, get Bolton's "People Skills," or a _good_ NLP book, or something that follows up on Albert Mehrab...more

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Jan 04, 2009 Tamara rated it 3 of 5 stars

Shelves: flipped-through, non-fiction, work

Words/phrases that work include: imagine, hassle-free, lifestyle, accountability, results, innovation, renew, revitalize, rejuvenate, restore, reinvent, efficient, investment, independent, all-American, prosperity, financial security & "a culture of..."

Words that work often involve a new definition of an old idea.

It's not what you say; it's what people hear.

Sound and texture matter. (Alliteration and rhyming make you memorable.)

Slogans in the form of questions work. (Can you hear me now? G...more

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Mar 15, 2013 Sheehan rated it 2 of 5 stars

1.5 stars...I didn't like it, but it was okay.

Picked up this book off the donation shelf of our Library (this should have been an early indication!), figured it might hold some useful tips/tricks for utilizing language to make my job easier in working with the public.

This book seems intent on legitimizing Dr. Frank Luntz's legacy as the craft wizard of language that successfully sold the 1994 Contract for America among other misrepresented legislation and campaigns. Shortly into this book I rea...more

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Feb 18, 2013 Patrick rated it 4 of 5 stars

Shelves: owned

If you read this book, you also have to read "Don't Think of an Elephant" by George Lakoff immediately after you finish this book. The books are complimentary to each other, even though they were written by people from opposite political spectrums. Together, they make up what each book seems to lack.

This book was written by Luntz, who is an extreme right-winger and brags about how he helped Newt Gingrich grab power and how he bamboozled America into believing the "Contract for America" was a tru...more If you read this book, you also have to read "Don't Think of an Elephant" by George Lakoff immediately after you finish this book. The books are complimentary to each other, even though they were written by people from opposite political spectrums. Together, they make up what each book seems to lack.

This book was written by Luntz, who is an extreme right-winger and brags about how he helped Newt Gingrich grab power and how he bamboozled America into believing the "Contract for America" was a truthful, honest document. Except he doesn't use the word bamboozle. Instead, he explains how loosening restrictions on environmental laws should be call the "Keep America Clean" act and why giving more money to the rich should be called the "Job Creation Act." Essentially, he faithfully twists everything the Republicans do and renames them to say the opposite of what they do.

OK, there's my political rant. Now, if you can get beyond the politics, the fact is Luntz makes a very good point - Americans will react to the words they hear without thinking about what they mean. And Luntz will step you through it. For example, if you want to cut off all aid to the poorest of the poor, you don't say you that you are slashing Social Security, instead you say you are "ending entitlements." Because entitlements implies that someone thinks they deserve a benefit without earning it or needing it. So by calling Social Security an "entitlement," people automatically don't like it. On the other hand, if you want to get rid of all oversight of big banks and give corporations more tax breaks, you call it the "Investing in Main Street" act, because Americans will think this is aid to small mom and pop businesses.

Luntz does a really good job explaining the mechanics behind finding positive and negative word combinations, including a good analysis of commercials that seem to stick with us forever (i.e. Let your fingers to the walking) and why they stick with us. He really emphasizes simplicity, but also the reason why you need to keep in touch with modern trends, since that can make words that worked last year not work this year. He also has some very good examples of phrases that folks thought should work, but didn't, such as George Bush proclaiming to terrorists to "Bring it on!" That may have worked in the '50s, but not today.

Finally, the book ends with an analysis of words he thinks will work in the future. Unfortunately, here's where the book becomes really dated, as he makes predictions for huge wins and a further turn to the right of America, all of which has been pretty much negated in the past six years. Despite that, the book is definitely a must have for anyone in communication or public relations. Just try not to swallow your tongue when he tries to justify everything Republicans stand for.

Then read "Don't Think of an Elephant" to hear why Luntz is completely wrong in his beliefs, and to also get some really good look at the overall philosophy of propaganda.(less)

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Aug 13, 2008 Alan rated it 1 of 5 stars

This is a deeply cynical book by an author who never tires of telling you he was the main genius behind the "Contract with America" that helped the Republicans win control of Congress in 1994.
He starts by quoting George Orwell bemoaning the misuse of language. He then proceeds to misuse language, and purports to teach the rest of us to do the same, for the rest of the book.
According to Doctor Luntz, who has no doubt tested every word in polls and focus groups, changing the name of an activity...more This is a deeply cynical book by an author who never tires of telling you he was the main genius behind the "Contract with America" that helped the Republicans win control of Congress in 1994.
He starts by quoting George Orwell bemoaning the misuse of language. He then proceeds to misuse language, and purports to teach the rest of us to do the same, for the rest of the book.
According to Doctor Luntz, who has no doubt tested every word in polls and focus groups, changing the name of an activity from gambling to gaming, transforms not just the image but the activity itself, from a destructive and risky behavior to good clean fun.
Doctor Luntz has probably also tested the fact that his books sell better if he always refers to himself as "Doctor." Never are we told what he is a doctor of and where and when he earned his doctorate.
How can a corporation smash a strike? Ask Doctor Luntz (Answer: by changing the language with which the corporation communicates. Not by addressing the workers' concerns (God forbid) or improving pay or work conditions but by subtly undermining the union.
How do corporations like Enron deal with scandals and avoid government oversight? Not by reforming themselves but by changing the words they use.
Doctor Lunz praises Ford for its successful communications strategy and use of the correct buzzwords while tearing down GM for failing to use them. However now both of them are stuck selling huge gas guzzlers that nobody wants to buy.
How does big oil justify its massive profits? With words like, "Working together -- consumers, government, industry -- we'll insure diverse, relaible energy to live our lives and keep America going strong."
Doctor Luntz says he deeply respects the American people but also goes to considerable lengths to argue that most Americans are uneducated, ignorant, do not read, are not happy and are still freaked out by 9/11.
Doctor Luntz never loses an opportunity to get in a sly dig at Democrats.
To conclude, let me quote from Orwell's "1984" because the following paragraph seems to me to perfectly capture the ethos of this nasty little book:
"Don't you see that the whole aim of Newspeak is to narrow the range of thought?… Has it ever occurred to your, Winston, that by the year 2050, at the very latest, not a single human being will be alive who could understand such a conversation as we are having now?…The whole climate of thought will be different. In fact, there will be no thought, as we understand it now. Orthodoxy means not thinking—not needing to think."(less)

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Nov 19, 2008 Allen rated it 4 of 5 stars Recommends it for: CNN junkies over 40

Lutz may be one of the most powerful men in Washington. He takes credit for 'The Contract with America' that got Newt Gingrich and a Republican majority elected for the first time in 20 years. He takes credit for influencing most major issues and in many cases, helping to directly turn the tides of elections as well as being a master of spinning scandals. Jon Stuart once called him an evil republican Yoda.

Lutz explains how persuasive language is constructed and gives many examples and criticism...more Lutz may be one of the most powerful men in Washington. He takes credit for 'The Contract with America' that got Newt Gingrich and a Republican majority elected for the first time in 20 years. He takes credit for influencing most major issues and in many cases, helping to directly turn the tides of elections as well as being a master of spinning scandals. Jon Stuart once called him an evil republican Yoda.

Lutz explains how persuasive language is constructed and gives many examples and criticism from popular politics and marketing. It is hard not to think of him as a smug and evil manipulator/propaganda master who only wrote this book to brag. (I mean that in a good way)

Although Lutz simply can't resist patting himself about the massive impact he has had on American politics, he is also paranoid that he may give his critics ammo. Lutz spends one page telling a story of how he pulled off a good swindle the time he changed a single word to manipulate connotation, then spends two pages explaining that what he was doing wasn't swindling, but creatively crafting healthier language.

Wait a minute Lutz, I see what you did there!

Perhaps he doesn't manipulate, he simply creates more effective communications that real people can better understand. His power of language is impressive. Even when he explains exactly what he is doing, it is easy to almost fall for his language tricks.

A fascinating look at how focus-grouping and marketing specialists use language to influence public opinion. He explains how he helps the status quo keep the power. One of his more famous claims to fame:
The Estate Tax was a tax that was popular in every country in the world and has a 90 percent approval rating in American. It was a tax on dead rich guys, something no one minds. Lutz did his research and then advised Republicans to refer to the tax as "The Death Tax". Because of his language, disapproval ratings of the tax is so high that it will be phased out in America by 2011.

The flaw of the book is that what makes Lutz a genius at talking to average, dumb Americans is also what makes him a very dull writer. His love of repetition and simple language makes his book extremely easy to digest; but it does not make it easy to read for more than 15 minutes at a time.

After reading this book though, I hear news and politics in a completely different context. This is a must read for anyone who watches a lot of news and enjoys being aware of what is really being said.(less)

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Apr 21, 2011 Will Jeffries rated it 4 of 5 stars

I found this book to be very engaging. I have always prided myself for being a word-man. I love playing with words - seeing how they fit together; trying to make up new words - and also realizing the impact that words can have on someone's life. Please take a minute with me and view this video short on the Power of Words: http://www.youtube.com/watch?v=Hzgzim...

Another great Video Short can be found on Vimeo entitled "Table 7" (Hint: it's not what you think): http://vimeo.com/19237917

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Feb 24, 2009 Jostalady rated it 2 of 5 stars · review of another edition

Shelves: personal-improvement, politics, the-real-world, relationships

I appreciate the 10 simple rules for more effective communication the author outlines. I have a hard time appreciating his work the way he does. I see it as political and corporate manipulation to change the description of an unpopular idea to one that is less descriptive and more neutral but not alter the idea underneath it. I can better understand where someone in this profession feels like they are doing good work in the world, but my incoming opinion wasn't moved.

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Aug 09, 2011 Allison rated it 3 of 5 stars

A very interesting read about the perceptions of language, particularly within the fields of advertising and politics (one could argue they are becoming the same thing). I like Luntz's attitude that we should use our words to convey clarity and truth rather than manipulate facts and distort meaning (which the latter is how I see many political and advertising campaigns)so I wholeheartedly support that message.
It was interesting that used the example of the failure of 'New Coke' was the 'new and...more

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Jul 14, 2011 Void lon iXaarii rated it 3 of 5 stars · review of another edition

I'm generally skeptical of people who put too much value on language, but this guy I quite admire: his studies and constant testing and research, as well as very solid sense approach I must say impressed me. I also liked his principles of offering his services even to parties he might have disagreed with and how he argued this in terms of his belief that all should be able to have the best tools at their disposal regardless of the side they're arguing.

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Jun 29, 2008 Mathew rated it 2 of 5 stars

Luntz is a shameless braggart, making statements like the Contract with America "changed the whole world" and claiming that McCain stole Strait Talk express from him. The entire book is soaked in slanted, half true, divisive political anecdotes that do little to illuminate the linguistic points Luntz tries to make. He inserts these anecdotes as a way to tell how clever and important he thinks he is and how his political agenda is holy and right - not to discuss language. If he employed an editor...more

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Jul 22, 2012 Brett rated it 3 of 5 stars

Shelves: domestic-politics, how-to, language

Luntz is widely regarded as the patron saint of republican catch phrases, and here he supposedly offers to share his wisdom about the workings of effective language. For the person that has spent much time thinking about language (or has spent time just writing) I suspect that there isn't much here that is really going to blow your mind. Be direct; be repetitive; use simple language. Not bad advice, but not exactly a doctoral seminar either, from someone that very conspiculously displays the "Dr...more

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Oct 31, 2010 Jay rated it 3 of 5 stars

Shelves: business, audiobook

Interesting, but not exactly what I thought it was. I was expecting a discourse on words in a broad context of communication. Instead, this is focused on words as catch phrases and as such it works very well for people that write advertisements and election campaign slogans and such. It doesn't go into how to sustain the impact of specific words and thoughts throughout a larger context, like a proposal response or longer forms of communication. Very good at what it does. I listend on audio, and...more

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Nov 03, 2009 Savinipop Savini rated it 3 of 5 stars

For anyone who ever cringed at the words "death tax", "climate change" or "energy exploration" for oil drilling, you owe that sinking feeling to Frank.
Though he is a master wordsmith, this book carries that as a burden. I could feel him being careful of word choices, and it was as dry as a lecture.
That being said, it is an interesting read of how and why words change our feelings, though not a page flipper.

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Jul 27, 2012 Chris rated it 4 of 5 stars

The author comes from a pollster background and has looked in depth at how people, companies and politicians communicate big ideas. He gives specific examples of communications that work and ones that did not. He also gives 10 rules we should all follow to communicate more effectively.

Luntz shows the reader how these rules can be applied in all your communications.

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Mar 21, 2010 Daniel Beasley rated it 4 of 5 stars

"It's not what you say, it's what people hear" is Luntz's oft repeated thesis behind this book. No matter your job title, getting your point across directly impacts your ability to make a living. I originally picked up this book because I'm fascinated by language but quickly realized Luntz's insights were a valuable addition to my professional toolkit.

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“You can have the best message in the world, but the person on the receiving end will always understand it through the prism of his or her own emotions, preconceptions, prejudices, and preexisting beliefs. It's not enough to be correct or reasonable or even brilliant. The key to successful communication is to take the imaginative leap of stuffing yourself into your listener's shoes to know what they are thinking and feeling in the deepest recesses of their mind and heart. How that person perceives what you say is even more real, at least in a practical sense, than how you perceive yourself.” — 6 people liked it

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