Words That Work
IN THIS SUMMARY
Communication is about the effective use of language in the context of understanding the audience. The best product or service can have a great slogan or advertisement, but the message fails if the communicator does not create the message from the receiver's point of view. In Words that Work, Dr. Frank Luntz provides his Ten Rules for Effective Communication, and illustrates with many examples taken from his consulting experience in both the political environment and with corporations. There are case studies that illustrate the use of language adhering to the Ten Rules for effective communication and case studies that illustrate ineffective messaging. "It's Not What You Say, It's What People Hear" is extensively covered throughout the book. To be an effective communicator, the audience must be understood in terms of demographics, education, social standing, gender, and economic status. Through his market research, Dr. Luntz has identified and documented ways to prevent common communication mistakes, ten myths about the American people, and key themes that resonate with the American people. The methodology for creating and validating words that work is as important to understand as the words themselves. The tools and techniques include polling, focus groups, and, most importantly, dial sessions. Using these techniques in hundreds of focus groups and dial sessions, Dr. Luntz has identified twenty-one words and phrases that will work in the twenty-first century. To present a truly effective message, the message deliverer must be believable as a representation of the content and language. Authenticity is critical: messengers must be true to themselves! When all components of the presentation are aligned - the company persona, the product or service, the message, the messenger, and the appropriate audience - successful, effective communication follows.