What is the main message of Words That Work?

The main message of Words That Work is the power of effective communication.

How long does it take to read Words That Work?

Reading time for Words That Work depends on the reader, but the Blinkist summary can be read in just 15 minutes.

Who is the author of Words That Work?

The author of Words That Work is Frank Luntz.

Marketing & Sales

Words That Work Book Summary - Words That Work Book explained in key points

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Words That Work summary

Name: Words That Work
Rating: 4 (163 reviews)
Author: Frank Luntz

Frank Luntz

It’s Not What You Say, It’s What People Hear

4 (163 ratings)

19 mins

Brief summary

Words That Work by Frank Luntz provides insights into the art of communication. It outlines methods to create effective message that resonates with people. This book is a must-read for anyone who wants to master the power of words and influence others.

Topics

Persuasion Sales Language

Table of Contents

Words That Work
Summary of 7 key ideas

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Key idea 1 of 7

What’s in it for me? Learn how to get your point across by using effective language.

In Faust I, a masterpiece of German literature, Johann Wolfgang von Goethe wrote, “Words are mere sound and smoke.” But is this really the case?

Hardly. Words carry meaning and ideas, and choosing the right words is vital to winning people over, be it in politics, advertising or your personal life. Anytime we talk to our colleagues, our boss, our children or friends, we have to weigh our words carefully in order to get our message across.

But how can we find words that convey our message as intended? These blinks explain exactly how people will understand your words and why their interpretations might differ from what you actually mean. Find out how to make your message stick in your audience’s mind and how to use language most effectively.

You’ll also learn

why John Lennon’s song Imagine was such a great success;
how effective language helped Ronald Reagan and Bill Clinton become presidents; and
how to talk your way out of trouble with a local police officer.

Similar words can prompt different reactions among different people – effective communication is about considering your audience.

Have you ever found yourself in a situation where your words were totally misinterpreted? Have you thought you were saying one thing only to find the other person heard something entirely different?

If this has happened to you, there are likely some flaws in how you communicate; that is to say, your words have failed you. But you’re not alone. In fact, flawed language habits are so widespread that we encounter misunderstandings in everything from politics to business to everyday life.

This is the case because everyone has a different understanding of words. As such, two different words that technically denote the same thing can elicit entirely different reactions.

For instance, “welfare” and “assistance to the poor” essentially mean the same thing. But if you ask Americans, only 23 percent will say that the country is spending too little on welfare, while 68 percent think there is too little “assistance to the poor.”

Clearly, different ways of communicating the same idea hold contrasting connotations. So, while “welfare” conjures up images of “welfare queens” and wasteful government spending, “assistance to the poor” reminds people of charity and Christian compassion.

Effective communication isn’t about your message or what your words objectively mean, but rather how people understand them. It’s essential to consider your audience’s preconceptions, especially their beliefs and fears.

Take the English novelist George Orwell, who knew this well and whose famous book 1984 played on the deep personal fears of his readers.

For instance, one passage describes “Room 101” as a place where one is confronted with her greatest fears. Since the fears of every reader are different, Room 101 became associated with the personal nightmares of any given reader.

But how can you make sure your message is understood as you intended? In the next blinks, you’ll learn more about the main pillars of exceptional communication.

Effective language is clear, simple and well organized.

How often do you pick up a dictionary and look up a word you don’t know? For many people, the answer would be seldom – or not at all. And that’s fine! After all, if you get used to using words so sophisticated that they are barely understood, your message is unlikely to be received. Thus, it’s often best to stick with clear and direct wording.

Effective language is easy to understand. But how can you make yours as effective as possible?

Effective language appeals to the audience's imagination and senses.

It might not seem like it, but language is extraordinarily powerful. Just think about how putting together certain words, like a giraffe on a bike, can paint a vivid mental image in the minds of your audience. Such a powerful mental picture forms because people struggle to resist imagining a long-necked creature, helplessly pedaling on a bicycle that’s far too small for it.

In fact, the strength of the human imagination makes appealing to your audience’s imaginative senses a powerful tool for conveying your message. To do so, it’s essential to create a strong image in your audience’s mind – in other words, to sensualize.

Effective language directly addresses people’s emotions.

Hollywood writers live by the rule that their words should stir up emotions in viewers. They know that when language touches a person’s feelings, it leaves a lasting impression in her memory.

The key to accomplishing this is to find words that either apply to a situation everyone is familiar with, a strategy called humanization, or even better, to their personal life experience, a technique called personalization.

Strong language combines the well known with surprises – and does so with credibility.

So, you’ve learned some important skills for getting your point across; but it’s also important to know about the major pitfalls that should be avoided. When it comes to communicating, two stand out in particular: boring your audience with old information and overwhelming them with new ideas.

After all, the key to effective language is striking the perfect balance between consistency and novelty. For instance, many companies make the mistake of changing their slogans too frequently.

Knowing your audience is essential to effective communication.

So far you’ve learned how effective language can get your message across in the way you intended. But for language to be truly effective you need to understand something else: your audience. More specifically, you need to know your audience’s hopes, beliefs and preconceptions.

For instance, if your audience is American, you should be aware of common misconceptions about average Americans, such as the assumption that many of them are highly educated. This is important because when you look at Americans older than 45, only 29 percent hold a bachelor’s degree or higher. Barely one in four Americans over 25 are college educated.

Effective communication can help you every day.

Now that you know the ins and outs of effective language, how can it help you in your day-to-day life?

Well, imagine you’re running late for a flight and the plane’s door has already closed. How can you use effective communication to get on the plane?

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What is Words That Work about?

Words That Work (2007) is a guide to getting your point across more efficiently and effectively. These blinks explain the power of language and how it can help you in any number of situations, from business to political discussions to getting out of a traffic ticket.

Words That Work Review

Words That Work (2007) by Frank Luntz is an insightful book that explores the power of language and how words can shape opinions and influence others. Here's why this book is definitely worth reading:

Full of practical techniques and strategies, it equips readers with the necessary tools to communicate effectively and achieve desired outcomes.
Using a wide range of real-life examples and case studies, the book demonstrates the impact of persuasive language in various contexts, from politics to business.
With its engaging narrative and thought-provoking insights, this book manages to make the topic of language and communication highly engaging and far from boring.

Best quote from Words That Work

Its not what you say, its what people hear.

—Frank Luntz

Who should read Words That Work?

Anyone who wants to communicate more effectively
Academics interested in the hidden power of language

About the Author

Dr. Frank Luntz is a renowned pollster and public opinion guru who regularly works as a communications consultant for American politicians. He has led over 1,500 surveys and focus groups, and has contributed to numerous political and corporate campaigns.

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Marketing & Sales

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