Words That Work: It's Not What You Say, It's What People Hear by Frank Luntz
Author:Frank Luntz [Luntz, Frank]
Language: eng
Format: epub, mobi, pdf
Publisher: Hachette Books
Published: 2007-01-02T05:00:00+00:00
Those are just a small sample of the corporate case studies where words that work were applied to reshape products, companies, and even public policy. They all have one thing in common: usage of the essential communication rules and a clear focus on the target audience—the customer. It is incredible just how a simple change of words, phrases, positioning, or context can alleviate public pressure, restore consumer confidence, and refresh a product or brand. And yet as easy as it sounds, application of smart language is still more the exception rather than the rule in corporate America.
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