I read (I actually read – didn’t listen to this one on my iphone) Words that Work: It’s Not What You Say, It’s What People Hear with a feeling of something looming over my shoulder. Frank Luntz, the author, is a “language architect and public opinion guru” who helped the Republican Party develop the Contract with America and secure a majority in the US House of Representatives in 1994.  The thesis of the book is that the content of your speech does not matter nearly as much as how you deliver it and what words you use to describe that content – these are what determine what people will hear from you.  There are countless examples throughout the book of how business and political leaders use the right words to help sway popular opinion: using ‘death tax’ instead of ‘estate tax’ to repeal the tax, using ‘energy exploration’ instead of ‘drilling for oil’ to promote increased drilling, using ‘gaming’ instead of ‘gambling’ to promote Las Vegas casinos, using ‘spirits’ instead of ‘liquor’ to increase sales of hard alcohol, using ‘illegal immigrants’ instead of ‘undocumented workers’ (or the other way around depending on what you believe), and much more.  By phrasing ideas with the right terms, you can shape how people think of them.

This idea was looming over my shoulder the entire book. Is renaming something and framing it with a new perspective manipulation?  Are we, the general public, really not smart enough to see through this?  Shaping the words you speak into a context where the reader can understand them in the way you want does not seem to be explicit manipulation – it is simply convincing that listener to agree with you.  But some of the examples Luntz brings up throughout his book certainly feel rather manipulative.

Using words that work is not about flowery language or SAT/GRE vocabulary. Luntz calls it the “language of everyday utility, language that generates practical results.”  Language is simply the functional tool to reach out and teach in idea. Communication is inherently two sided.  I must say something, and then a listener must hear and understand it. But that listener comes with his own background, history, prejudices, and ideas.  If I can find a way to impact what matters to that listener with my words, while not stepping on any of his prejudices, I can help turn his opinion towards mine.  There are 10 rules that Luntz brings up to tailor a message to meet the general public’s perspective (ten because everyone can visualize a list of ten items and it gives you credibility – rules 3 and 8 below):

1. Use Small Words: Simplicity counts – it keeps you from being suspicious.
2. Use Short Sentences: Think of the effective advertising slogans you know (I Like Ike, They’re grrreeat!, Got Milk?).  They are short and to the point.
3. Credibility is as Important as Philosophy: People have to believe you before they will buy what you are saying – reputation matters.  “Good communication requires conviction and authenticity; being a walking dictionary is optional.”
4. Consistency Matters: Keep repeating your core message.
5. Novelty – Offer Something New: “Words that work often involve a new definition of an old idea.”  (to me, this seems to disagree a little bit with #4).
6. Sound and Texture Matter: How words roll together off the tongue is key – think of the staccato and memorable nature of Snap, Crackle and Pop or music that goes with famous slogans such as Intel Inside or McDonalds’ I’m lovin’ it.
7. Speak Aspirationally: You can appeal to the “most idealistic conception” of someone with uplifting language, such as President Kennedy’s “Ask not what your country can do for you, ask what you can do for your country.”
8. Visualize: You want people to imagine what you are selling with your words – such as M&Ms’ Melts in your mouth, not in your hands.
9. Ask a Question: A question helps frame your argument, especially if you then go on to answer it.  Think of President Reagan asking “Are you better off today than you were four years ago?”
10. Provide Context and Explain Relevance: You need to frame your argument – put it in context that the listener can understand.  And to do this, you need to understand your audience (thus the need for constant market research and polling from both companies and politicians).

Luntz goes on throughout the book with an endless supply of examples of how using the right words swayed either the public or a specific audience.  In the updated paperback edition I read, there is even a case study on President Obama’s 2008 campaign and how he effectively used rules 1, 2, and 7 (Yes we can and Change we can believe in are short, with small words, and very aspirational).  In other instances in the book, Luntz discusses cases where he failed, such as when he tried to help the Republican Party craft a message around Social Security Personalization instead of Social Security Privatization in the mid-2000s.  He also lays out clearly how he comes up with winning words: the relentless use of polls, focus groups, and other forms of market research.

My favorite chapter is when Luntz explains how to use effective word-smithing to get through some of life’s tough situations.  You should use flowers as a visual when you say I’m sorry to your wife (rule 8), use your imagination and a question to ask your boss for a raise (“Imagine if I hadn’t been there to work on project X?” – rule 9), provide a police officer a hassle free, apologetic, and honest experience when you are pulled over for speeding (rule 3), or make a waiter laugh with a good story describing why a table in a crowded restaurant is so important to you (rules 5 and 10).

That all being said, this book is really about being an effective communicator and getting your message across.  Parts of the book seem to be common sense, including some of the rules above (esp. #3) and the idea of knowing your audience and what their concerns are.  Luntz certainly follows many of his own rules – the book doesn’t use many hard words, flows well, and he repeats his central idea (It’s Not What You Say, It’s What People Hear) verbatim every few pages (rules 1, 2, 4, and 6).  He also follows rules 7: it is clear that Luntz deplores negativity in politics and business speech.  Instead, he wants to help his clients promote and utilize uplifting and positive ideas and language. However, based upon the number of attack ads we constantly see during any campaign season, I am not sure Luntz’ declaration that “negativity doesn’t sell these days on either [political] side” is correct.

Maybe it was my bias against some of Luntz’s ideas – but I wasn’t totally sure how to feel about this book.  I learned more about how to be an effective communicator, but I also came away feeling that people can be manipulated by an effective communicator.  There are plenty of people in history who have used these techniques and tools for horrible causes – I wish the book had included a section on how to recognize and see through them. Score: 5.5.