Frank Luntz - Words That Work - Its Not What You Say - Its What People Hear

Acknowledgments ix
Introduction xi
I. The Ten Rules of Effective Language 1
II. Preventing Message Mistakes 34
III. Old Words, New Meaning 49
IV. How "Words That Work" Are Created 71
V. Be the Message 81
VI. Words We Remember 107
VII. Corporate Case Studies 127
VIII. Political Case Studies 149
IX. Myths and Realities About Language and People 179
X. What We REALLY Care About 205
XI. Personal Language for Personal Scenarios 229
XII. Twenty-one Words and Phrases
for the Twenty-first Century 239
XIII. Conclusion 265
viii Contents
The Memos 269
Appendices
The 2003 California Gubernatorial Recall 271
The 21 Political Words and Phrases
You Should Never Say Again . . .
Plus a Few More 279
The Clinton Impeachment Language 289
Notes 297
Index 303
Addendum
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