Words That Work: It's Not What You Say, It's What People by Frank Luntz

By Frank Luntz

The nation's ideal communications specialist stocks his knowledge on how the phrases we elect can swap the process enterprise, of politics, and of lifestyles during this country

In phrases That paintings, Luntz bargains a behind-the-scenes examine how the tactical use of phrases and words impacts what we purchase, who we vote for, or even what we think in. With chapters like "The Ten ideas of winning Communication" and "The 21 phrases and words for the twenty first Century," he examines how selecting the right phrases is essential.

Nobody is in a greater place to give an explanation for than Frank Luntz: He has used his wisdom of phrases to aid greater than dozen Fortune 500 businesses develop. Hell let us know why Rupert Murdoch's six-billion-dollar determination to shop for DirectTV was once clever simply because satellite tv for pc was once extra innovative than "digital cable," and why pharmaceutical businesses transitioned their message from "treatment" to "prevention" and "wellness."

If you ever desired to find out how to speak your approach out of a site visitors price tag or speak your manner right into a bring up, this book's for you.

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12 There was strong competition for suitable employment, and particularly strong competition for entry into the Civil Service. 13 The number of positions in the First Division was reduced. While it is only possible to speculate about Gowers senior’s motives for directing his sons into the Civil Service, there is evidence from some of Ernest Gowers’ contemporaries, such as Arthur Salter, John Anderson and Claud Schuster, as to the reasoning behind their choice. Salter, who became a colleague of Ernest Gowers later on, explained the basis for his choice in clear economic terms.

On 4 August Germany invaded neutral Belgium. Britain responded by declaring war against Germany. By September the unit was being established, operating under the cover of the National Insurance Commission and housed in its premises, a block of flats at Buckingham Gate called Wellington House. There is some dispute about whose idea it was to create Wellington House. It is said that at the beginning of the war Lloyd George was becoming aware of the existing German propaganda machine, and realised Britain needed to be able to counter this by producing its own information.

When war was declared, Gowers was still in the National Insurance Commission. The war forced new demands on the Civil Service, and even greater adaptability. New departments came into being and new tasks had to be undertaken. For Gowers, this prompted his next unsought career move: into a secret Foreign Office unit that operated under the ‘front’ of the Insurance Commission, the propaganda unit that became known as Wellington House. On 1 August 1914 Germany declared war on Russia; two days later she declared war on France.

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