Dr. Frank Luntz is an interesting guy, with what seems like a simple message. Words mean things. Control the message and you can control the conversation. Frank is one of the reasons the republicans were successful for so long. He was a paid consultant for the party and is the linguistic powerhouse behind the “Contract with America” and one of the reason’s we no longer call it “Global Warming” but “Climate Change” .
In “Words that work” Frank breaks down what makes a message memorable, and how to craft your message so it communicates what you want it to. He explains why people are not likely to support welfare, but are in favor of aid to the poor. By using the right words you can get people on your side of the argument or help persuade them to buy your products. [click to continue…]
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