Words That Work by Frank Luntz is one of my favorite business books.
You may know Frank Luntz from TV appearances around election time. He has a dial system that reflects how voters react to the words of political candidates.
Frank Luntz has also worked with dozens of Fortune 500 companies to fine tune the use of words in their messaging.
The subtitle of Words That Work really says it all: “It’s Not What You Say, It’s What People Hear”.
The book is excellent for anybody in the business of communicating. As a marketer, the case studies and tips are priceless.
In the first chapter, Frank Luntz the ten rules of successful communication (the book goes into detail on each of these rules):
- Simplicity: Use Small Words
- Brevity: Use Short Sentences
- Credibility is As Important As Philosophy
- Consistency Matters
- Novelty: Offer Something New
- Sound and Texture Matter
- Speak Aspirationally
- Ask a Question
- Provide Context and Explain Relevance
Anyhow, I’d highly recommend Words That Work as a great primer on using words that have the most impact, whether it be to customers or colleagues.
Frank Luntz will be delivering the keynote address at Affiliate Summit East 2010 on August 16 in New York City.