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

Words That Work by Frank Luntz
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Jan 04, 09

bookshelves: flipped-through, non-fiction, work
Read in January, 2009

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? Got milk?)

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