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

by Frank Luntz

Rule Two Brevity—Use Short Sentences This is a simple task for President George W. Bush but very difficult for almost every other politician. In debates where emotions are high, the shorter the sentences, the better the audience response. WORDS THAT WORK “This is about the overcrowding of YOUR schools. This is about emergency room chaos in YOUR hospitals. This is about the increase in YOUR taxes. This is about the crime in YOUR communities.” No, this is not beautiful language, but the politicians who used it reported heads nodding and hands clapping. The sentences were simple, straightforward, and to the point—and there were no commas to break up the flow. If your sentence has more than two commas, you have too many.