10 Rules You Need to Know to Communicate Effectively
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, 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, Via Words That Work It's Not What You Say, It's What People Hear, 2 Brevity Use Short Sentences, Via Words That Work It's Not What You Say, It's What People Hear, 3 Credibility Is As Important As Philosophy, Via Words That Work It's Not What You Say, It's What People Hear, 4 Consistency Matters, Via Words That Work It's Not What You Say, It's What People Hear, 5 Novelty Offer Something New, Via Words That Work It's Not What You Say, It's What People Hear, 6 Sound and Texture Matter, Via Words That Work It's Not What You Say, It's What People Hear, 7 Speak Aspirationally, Via Words That Work It's Not What You Say, It's What People Hear, 8 Visualize, Via Words That Work It's Not What You Say, It's What People Hear, 9 Ask a Question, Via Words That Work It's Not What You Say, It's What People Hear, 10 Provide Context and Explain Relevance, Via Words That Work It's Not What You Say, It's What People Hear, Related posts, , Listen to the most important stories of the day.