Description

This is the eBook I got from the comments of the audio version of this product here: can save ratio (if 5MB is worth the hassle of rapidshare for you) by using this link while it still works: http://rapidshare.com/files/104798554/Frank_Luntz_-_Words_Th…I will repeat the most convincing review here, but I have not read this myself:”a MUST read!” — Tony Robbins –This text refers to the Hardcover edition.Description (Taken from the other product)Frank I. Luntz (born February 23, 1962) is an American corporate and political consultant and pollster. His most recent work has been with the Fox News Channel running focus groups after presidential debates. Luntz’s specialty is “testing language and finding words that will help his clients sell their product or turn public opinion on an issue or a candidate.” Luntz formed The Luntz Research Companies in 1992, and maintains an office in Alexandria, Virginia.From Publishers WeeklyAfter repeating his mantra—”it’s not what you say, it’s what people hear”—so often in this book, you’d think that Republican pollster Luntz would have taken his own advice to heart. Yet in spite of an opening anecdote that superficially attempts a balanced tone, the book as a whole truly reads more like a manual for right-wing positioning. Even in the sections where he is less partisan, Luntz’s advice is not particularly insightful. For instance, his first chapter, on “Ten Rules of Effective Language,” starts by instructing readers to use small words and short sentences in their communications. The least effective section in the book is the chapter on “Personal Language for Personal Scenarios,” where Luntz advocates manipulative strategies for getting out of traffic tickets, boarding airplanes at the last minute and apologizing to one’s wife with the “miracle elixir” of flowers. The most readable and redeeming feature is the two case studies, where Luntz demonstrates his skill as a communicator by identifying real-world communications successes and failures. Unfortunately, by the time nonpartisan readers reach these chapters, they will have already lost patience. (Jan.)Copyright © Reed Business Information, a division of Reed Elsevier Inc. All rights reserved. –This text refers to the Hardcover edition.”Dr. Luntz, you are a freaking genius. The book is called Words That Work and you’re always right.” — Chris Matthews”Luntz has produced a fine book that teaches us a great deal about politics in today’s America and about the minutely analysed mindset of the electorate. That Luntz’s words are effective there can be little doubt.” — Financial Times”Frank Luntz understands the power of words to move public opinion and communicate big ideas.” — Senator John Kerry”If you can’t afford to hire Frank Luntz, you have to read Words that Work.” — Steve Wynn”One of the nation’s leading pollsters and political language specialists.” — Washington Post.com”a MUST read!” — Tony Robbins –This text refers to the Hardcover edition.