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. 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.
Aaron: The politician’s handbook.
Phil: The words you use become you, and you become the words you use.
Karin: It’s not what you say, it’s what people hear.
What’s this? Explanation of the CPI.