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

by Frank Luntz

As we’ve seen in this chapter, the power of poignant language is immense, but the destructive power of an ill-thought sound bite is unending and unforgiving. Successful, effective messages—words and language that have been presented in the proper context—all have something in common. They stick in our brains and never leave, like riding a bicycle or tying our shoelaces. Not only do they communicate and educate, not only do they allow us to share ideas—they also move people to action. Words that work are catalysts. They spur us to get up off the couch, to leave the house, to do something. When communicators pay attention to what people hear rather than to what they are trying to say, they manage not merely to catch people’s attention, but to hold it.