In 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. Download "Words That Work Book Summary, by Frank I. Luntz" as PDF. Summary "The Ten Rules of Effective Language" To communicate successfully, learn one core principle: "It's not what you say, it's what people hear." Click here to listen to a podcast based on these book notes, Credibility is as important as philosophy, Speak aspirationally, people forget what you say but not how you made them feel, Visualize, the word “imagine” is an incredibly powerful tool, Ask a question, help them reach the point on their own. A summary is always shorter than the original text, often about 1/3 as long as the original. It is the ultimate “fat-free” writing. lengthy. 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. Use ten rules when communicating and don’t veer into industry jargon or complex phrases because they can confuse people. Effective language is easy to understand. In America, it’s more about being practical than intellectual. Have you ever been in a situation where your words were misunderstood? Many people don’t, but that’s okay. Martin Luther King Jr.’s “I Have a Dream” speech is an example of how people shouldn’t be judged by their physical attributes, but instead should be judged by their character and values. wordy. The famous M&M slogan “melts in your mouth” is an example of this type of sensualizing language. They trigger emotion as well as understanding.”, “These, then, are the ten rules of effective communication, all summarized in single words: simplicity, brevity, credibility, consistency, novelty, sound, aspiration, visualization, questioning, and context. Specifically, their hopes and beliefs are critical factors in communicating with them. The public believes that these people are authentic since they seem genuine and don’t let others define them for themselves. So while “welfare” brings up images of “welfare queens” and wasteful government spending, “assistance to the poor” reminds people of charity and Christian compassion. Find more ways to say summary, along with related words, antonyms and example phrases at, the world's most trusted free thesaurus. If you’re being attacked by other people’s opinions about you, make sure that you respond quickly and decisively; otherwise the public will see it as an admission of guilt or weakness on your part. It’s important to present a vision that inspires people. But along with novelty, credibility is essential as well ; therefore, check facts before saying anything just in case someone challenges them later on, It’s important to remain authentic. Offer a vision for your business that everyone will want to join by making sure all communication reflects who you are as an individual and as part of the organization. It’s better to make your ideas sound reasonable than coming up with complex theories that no one understands. Best summary tool, article summarizer, conclusion generator tool. One of the best books on speech and copywriting. A summary contains the main thesis (or main point of the text), restated in your own words. However, by using effective language and understanding the situation of the airline employees (they want to go home), you can convince them it’s worth their time to let you on board so that your life will be changed forever (for example, because of an interview). They do this by showing that their product will make people’s lives better. One of them is being too boring or overwhelming your audience with new information. Another word for summary. eNotes plot summaries cover all the significant action of How to Do Things with Words. “Orwell also lays out a series of language rules. Takeaways from Mark Zuckerberg: How to Build the Future (YC’s The Macro), The Best Things I Learned from Ashton Kutcher, Tech Investor, Best Summary + PDF: The Power of Habit, by Charles Duhigg, The Best Things I Learned from Sara Blakely, Spanx Founder, Best Summary + PDF: How Not to Die, by Michael Greger, Summary + PDF: The Road Ahead, by Bill Gates, Braiding Sweetgrass Book Summary, by Robin Wall Kimmerer, Poor Charlie's Almanack by Charlie Munger | Book Summary and PDF, Born a Crime Book Summary, by Trevor Noah, 25 Cognitive Biases that Ruin Your Life, Explained, Interactive exercises that teach you to apply what you've learned. He also managed to convey this image successfully, which resulted in his reelection. The author says that it is important to give people a dream. Your email address will not be published. You can make a slogan easier to remember by using words that rhyme, such as M&M’s “Melts in your mouth, not in your hands.” The same goes for “Intel inside,” where the repetition of the letter I makes it memorable. Newspaper and magazine readership is dropping, but online reading is increasing. Business needs a responsive human face if it wants to overcome this problem. Before using a particular transitional word in your paper, be sure you understand its meaning and usage completely and be sure… Use short sentences in your writing. He wrote a passage that described Room 101 as a place where one confronts her greatest fears. Use slogans, taglines, and active verbs to get your point across quickly. Never use a long word where a short one will do. Language is powerful and can help you achieve what you want. You need a balance between consistency and novelty; otherwise, people will get bored or confused by all the change. For example, he talked about how progressive internationalism is better than the belligerent and myopic unilateralism of Bush’s administration. To be an effective communicator, it’s important to keep in mind that people don’t listen objectively. These words are particularly useful if you are applying for a job that involves managing, leading, teaching, or advising others. George Orwell discusses this in his essay “Politics and the English Language.” In it he explains how obscure language leads to poor thinking which makes moral corruption more likely. We can learn from great political speeches, such as Martin Luther King Jr.’s “I Have a Dream” speech and advertising slogans, which sell dreams more than they sell specific products. Required fields are marked *. However, he didn’t actually communicate that to the audience. But if your message is going to be effective, it’s important that you understand something else: your audience. Identify the important ideas and facts. to determine whether or not it is in fact a personal letter, and whether that letter has any relevance to his or her life. You should try to make him feel like he’s doing you a favor by not giving you a ticket and filling out extra paperwork. Anytime you talk to people—at work or at home—you have to weigh your words because they convey a specific message that might not always be what you intend it to be.

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