Need to remember this.
Frank Luntz has “engineered some of the most potent political and corporate campaigns of the last decade.” His wordsmithing helped Republican Rudy Giuliani get elected twice in New York — a city where Democrats outnumber Republicans 5-to-1.
Luntz and his polling firm have learned a great deal about language by conducting nearly 1500 surveys and focus groups for a wide range of products and politicians.
The key takeaway from his book is actually part of the title:
It’s not what you say, it’s what people hear.
In Words That Work: It’s Not What You Say, It’s What People Hear Luntz breaks down the ten main lessons he’s learned from years of crafting political messages; lessons we can all learn from:
1) Simplicity: Use Small Words
“Avoid words that might force someone to reach for the dictionary……
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