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WORDS THAT WORK: IT'S NOT WHAT YOU SAY, IT'S WHAT PEOPLE HEAR
by Frank Luntz
Binding: Audio CD
Publisher: Hyperion
Weight: 0.3 pound
Dimension: H: 0.8 x L: 5.8 x W: 5.1 inches
ISBN 10: 1401384889
ISBN 13: 9781401384883
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Book Description:
The nation's premier communications expert shares his wisdom on how the words we choose can change the course of business, of politics, and of life in this countryIn 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. He'll 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.'If you ever wanted to learn how to talk your way out of a traffic ticket or talk your way into a raise, this book's for you.


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