Review: Words That Work by Frank Luntz
As someone who’s earned a living writing speeches for politicians, I was particularly excited to read the book Words That Work: It’s Not What You Say, It’s What People Hear written by Frank Luntz and
Frank Luntz has laid his imprint on the American (and in some cases global) psyche by the use of focus groups and ‘dial sessions’ to gauge the quality of a candidate or corporate message. He is responsible for adding terms like “Death Tax” (instead of “Inheritance Tax”) and “Energy Exploration” (instead of “Oil Drilling”) as beneficial catch phrases to those he has advised. Luntz counts Ross Perot, the Republican party and various of its members, as well as numerous corporate interests among his clients. It’s with this legacy that Luntz wrote Words That Work.
The book’s subtitle - It’s Not What You Say, It’s What People Hear is one of the the best takeaways from this reading experience. The author makes a strong case for word utilization that relates to the intended audience. As Luntz explains:
Simplicity counts. The average American didn’t graduate from college and doesn’t understand the difference between affect and effect. Sophistication is certainly what Americans say they want in their politics, but it is certainly not what they buy. Newt Gingrich is arguably one of the smartest political figures of the last fifty years, yet his overtly intellectual, philosophical approach - which to opponents sounded bombastic and sanctimonious - turned many people away.
Throughout the book Luntz illustrates his points with both personal and well-known stories that makes Words That Work all the more interesting to a politically-interested reader. As interesting as this book was for me, the author too often relies on lists to structure his argument (ten words that… listed in 1, 2, 3 format) and as a reader I occasionally found myself thinking of David Letterman and his ‘Top Ten’.
Even though the book is packaged as an anecdote-laden instruction manual for effective communication, it also provides a unique look at the author through his own eyes. Like anybody who’s worked as a paid political operative, Luntz is viewed by many through the prism of for whom he works. Because of his close association with Republican causes he is considered by those on the left as part of the evil right wing’s Holy Grail of spin masters. It appeared obvious to this reader that he hoped in some way to use this book to combat this thinking.
Throughout Words That Work, Luntz tries to thwart the left’s perception prism by making numerous references to his upbringing and personal beliefs which he characterizes as center/right. As a reader, I saw this as a failing enterprise. Despite the fact that Luntz uses these personal revelations as ways to demonstrate his own communication errors, they fall flat. Instead they come off as an overt effort to say “see I’m a regular guy” which only made me question the author’s veracity.
I finished this book liking Luntz less, but recognizing the value of the lessons he offers. Strictly because of its educational value, I’ll find a place for Words That Work on my bookshelf, and would recommend it to anyone interested in improving their own communication skills.
Dr. Frank I. Luntz is a principal in the media consulting concern Luntz, Maslansky Strategic Research. He graduated from the University of Pennsylvania with an honors Bachelor of Arts degree in history and political science, and was named a Thouron Fellow. He received his Doctorate in Politics at the age of 25 from Oxford University. Words that Work is available at fine booksellers everywhere and online here. For another perspective on Words That Work read the BrothersJudd review here.
