I have two books within arm’s reach at all times in my office. The Bible. And the bible.
The first one God wrote and guides my life. The second one Frank Luntz wrote and inspires my efforts to communicate better now than I did five minutes ago.
WORDS THAT WORK is an indispensable book for anybody who hopes to influence others with the spoken or written word — be it in a campaign speech or a personal Tweet. You may know Luntz chiefly as the pollster with the goofy sneakers who uses dial-testing with TV focus groups, but he’s also a peerless wordsmith who knows how to frame ideas in meaningful, motivational and economical language. I must have given away two dozen copies of this book to colleagues, team members and friends since it was published in 2008, because it’s just that deep with platinum tips for achieving a gold standard in the artful arranging of words into sentences.
Here’s just one snippet: “The word imagine is perhaps the single most powerful communications tool because it allows individuals to picture whatever personal vision is in their hearts and minds.”
You can scarcely imagine how much sharper Luntz’s insights will make your communications.
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