HMI Book Club - Words That Work by Dr. Frank Luntz
Presented By: Marc Gravelle
Today’s book is “Words That Work: It’s Not What You Say, It’s What People Hear” by Dr. Frank Luntz.
“In 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 “The Ten Rules of Successful Communication” and “The 21 Words and Phrases for the 21st Century,” he examines how choosing the right words is essential.
Nobody is in a better position to explain than Frank Luntz: He has used his knowledge of words to help more than two dozen Fortune 500 companies grow. Hell tell 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.’”
WTVSHOW / Release Date: Thu, Sep 1, 2011 / Production Date: Wed, Apr 27, 2011 / Format: SD
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