Words that work : it's not what you say, it's what people hear / Frank Luntz.
Communications expert 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. Luntz has used his knowledge of words to help more than two dozen Fortune 500 companies grow. He tells us why Rupert Murdoch's six-billion-dollar decision to buy DirectTV was smart because "satellite" was more cutting edge than "digital cable," and why pharmaceutical companies transitioned their message from "treatment" to "prevention" and "wellness." If you ever wanted to learn how to talk your way out of a traffic ticket or talk your way into a raise, this book is for you.--From publisher description.
Record details
- ISBN: 1401302599
- ISBN: 1401303080
- ISBN: 9781401302597
- ISBN: 9781401303082
- Physical Description: xxiii, 324 pages ; 25 cm
- Edition: First edition
- Publisher: New York : Hyperion, [2007]
- Copyright: ©2007
Content descriptions
| Bibliography, etc. Note: | Includes bibliographical references (pages 297-301) and index. |
| Formatted Contents Note: | The ten rules of effective language -- Preventing message mistakes -- Old words, new meaning -- How "words that work" are created -- Be the message -- Words we remember -- Corporate case studies -- Political case studies -- Myths and realities about language and people -- What we REALLY care about -- Personal language for personal scenarios -- Twenty-one words and phrases for the twenty-first century. |
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Available copies
- 13 of 13 copies available at NC Cardinal. (Show)
- 1 of 1 copy available at Iredell County Public Library.
Holds
- 0 current holds with 13 total copies.
Other Formats and Editions
Show Only Available Copies
| Location | Call Number / Copy Notes | Barcode | Shelving Location | Status | Due Date |
|---|---|---|---|---|---|
| Statesville Main Library | 808.042 LUN (Text) | 33114015678410 | Adult Nonfiction | Available | - |
Summary:
Communications expert 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. Luntz has used his knowledge of words to help more than two dozen Fortune 500 companies grow. He tells us why Rupert Murdoch's six-billion-dollar decision to buy DirectTV was smart because "satellite" was more cutting edge than "digital cable," and why pharmaceutical companies transitioned their message from "treatment" to "prevention" and "wellness." If you ever wanted to learn how to talk your way out of a traffic ticket or talk your way into a raise, this book is for you.--From publisher description.
