Words that work : it's not what you say, it's what people hear / Frank Luntz.

Author: Luntz, Frank I.

Edition Statement:1st pbk. ed.

Imprint:New York : Hyperion, c2007.

Descriptionxliii, 324 p. ; 21 cm.

Note:"Updated with seven new 'words that work'"--P. 1 of cover.

Note:War of the words -- The ten rules of effective language -- Preventing message mistakes -- Old words, new meaning -- How 'words that work' are created -- Be the message -- Words we remember -- Corporate case studies -- Political case studies -- Myths and realities about language and people -- What we really care about -- Personal language for personal scenarios -- Twenty-one words and phrases for the twenty-first century.

Bibliography Note:Includes bibliographical references (p. [297]-301) and index.

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