The nations premier communications expert shares his wisdom on how the words we choose can change the course of business of politics and of life in this countryIn Words That Work 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 With chapters like quotThe Ten Rules of Successful Communicationquot and quotThe Words and Phrases for the st Centuryquot he examines how choosing the right words is essentialNobody is in a better position to explain than Frank Luntz He has used his knowledge of words to help more than two dozen Fortune companies grow Hell tell us why Rupert Murdochs six-billion-dollar decision to buy DirectTV was smart because satellite was more cutting edge than quotdigital cablequot and why pharmaceutical companies transitioned their message from quottreatmentquot to quotpreventionquot and quotwellnessquotIf you ever wanted to learn how to talk your way out of a traffic ticket or talk your way into a raise this books for you.
