Words That Work by Frank Luntz

You can have the best message in the world, but the person on the receiving end will always understand it through the prism of his or her own emotions, preconceptions, prejudices, and preexisting beliefs. It's not enough to be correct or reasonable or even brilliant. The key to successful communication is to take the imaginative leap of stuffing yourself right into your listener's shoes to know what they are thinking and feeling in the deepest recesses of their mind and heart. -xi

In essence, it is listener-centered; their perceptions trump whatever "objective" reality a given word or phrase you use might be presumed to have. Again, what matters isn't what you say, it's what people hear. -xiv

In particular, there are seven additional words that have particular powers of persuasion in the world of business, politics, and everyday life, starting with the most powerful: "consequences." -xxv

[The seven new words are consequences, impact, diplomacy, dialogue, reliability, mission, and commitment.)

Never use a sentence when a phrase will do, and never use four words when three can say just as much. -7

So when it comes to effective communication, small beats large, short beats long, and plain beats complex. And sometimes a visual beats them all. -8

As individuals, while we appreciate the predictability of friends and family, we also cherish those things that surprise and shock us--provided that the outcome is pleasant rather than painful. It's the reason why many of us, in our free time, prefer to try different vacation destinations, different hotels, different restaurants, and different experiences rather than the tried and true. -15

Few words--indeed, few messages of any kind--whether in politics or in the business world, are ingested in isolation. Their meanings are shaped and shaded by the regional biases, life experiences, education, assumptions, and prejudices of those who receive them. -35

The language lesson: A+B+C does not necessarily equal C+B+A. The order of presentation determines the reaction. The right order equals the right context. -41

Americans say we are spending too much on "welfare" (42 percent) rather than too little (23 percent). Yet an overwhelming 68 percent of Americans think we are spending too little on "assistance to the poor," versus a mere 7 percent who think we're spending too much. --46

What I'm arguing is that "welfare" and "assistance to the poor" are in fact different topics. --47

We are a nation of moderate, cautious people with a reform bent, a conservative temperament, and a can-do spirit. We will rise to every occasion and meet every crisis, but we would rather not. -61

Ironically, one of the most effective negative attacks in politics is to accuse your opponent of being . . . negative. -61

I return to the Warren Beatty mantra once again: "People forget what you say, but they remember how you made them feel." -82

Tell someone "two plus two," but let him put them together himself and say "four"--and he is transformed from a passive observer to an active participant. -83

The same people who have no problem forking over $2.65 for a cappuccino at Starbucks will complain bitterly about the cost of a $2.65 pill that keeps them sufficiently health and active so that they can consume whatever unhealthy item Starbucks is selling. -95

Most cereals geared toward children sell energy, excitement, adventure, and the potential for fun--even more than the actual taste of the sugar-coated rice or wheat puffs in the cardboard box. -104

Among Advertising Age's top 100 ad campaigns of all time:
-Only eight involve sex.
-Only seven feature celebrities.
-Only four play on consumer fears and insecurities.
The idea has primacy. Accessible language rules. --117

He broke a cardinal rule of political communication: never repeat a criticism as part of your rebuttal. -120

[The following are a list of Words that Work: Words changed to similar ones with better connotations.]

Gambling vs Gaming
Estate Tax vs Death Tax
Liquor vs Spirits
Capitalism vs the Free Market
Honest Data vs Accurate Data
Banks vs Credit Unions
Corporate Accountability vs Corporate Responsibility

Since I knew that many people would only read the first and last items in the document, I asked that the Contract begin and end with the two highest-priority proposals in the eyes of the voters: a balanced budget amendment and term limits. -156

From a polling perspective, "personalizing" Social Security has a 17 percent advantage over "privatizing" it. -170

Myth: Americans Read
False.
In all my years of conducting polls, dial sessions, and focus groups, I've found again and again that nobody reads. -187

[Tony Robbins quote]
Words change our emotions, whether we know it or not, so I teach people what I call transformational vocabulary--the words you use to change your emotions. I don't mean looking in the mirror and saying "I am good enough, I am strong enough, and by golly people love me." I'm not talking about that crap.
I am talking about a one word change. If I say to you, "We are going to have a break and we are going to have some nutritious food, nutritious snacks. . . ' look at your faces [the participants shake their heads, frowning], but if I say they are delicious . . . [laughter] . . . a very different reaction. -206

And that's why the term "family values" (45 percent) tests better than "traditional values" (18 percent), "American values" (17 percent), or "community values" (11 percent). -217




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Franks Ten Language Rules
Simplicity: small words
Brevity: short sentences
Credibility
Consistency
Novelty
Sound and texture matter
Be aspirational
Visualize
Ask a question
Provide context and relevance
and sometimes

A strong visual will trump them all.

Thinking Clearly About Taxes

The first thing to get straight is the different types of taxes
income tax
capital gains tax
property tax
Payroll tax
Sales tax
Estate tax
Corporate taxes
State and Federal fees for X,Y, and Z

The next thing to get straight is the different types of income tax systems
Progressive
Flat
(the only alternative to income tax systems is a sales tax system)

The third thing to get straight is tax history.
We used to be taxed at much higher rates at some points.
There were some times with incredible growth under this system.
We used to be taxed at much lower rates at some points.
There were some times with incredible growth under this system.

The fourth thing to get straight is what happens when tax rates are changed.
Republicans believe it will increase economic growth and (perhaps) tax revenues. They believe that the top earners are the investors in new businesses that spur economic growth. Therefore they would (probably) prefer to cut the top rates and leave others unchanged.
Democrats believe that targeted tax cuts are more effective at this than across the board rate drops. Dems believe that taxes are more like dues.
Everyone intelligent accepts that poor and rich people will react to having additional money in different ways. The poor spend it locally. The rich may spend it, save it, or invest it.

The fifth thing to get straight is who you can trust about taxes.
Neither party.
Snopes.com, politifact.com, factcheck.com
The tax policy institute and the Club for Growth are informative but dangerous. They both have an agenda.
The CBO, GAO, and the OMB are more reliable.
Media matters, fair.org - can be trusted to bust republican lies about em
MRO.org, drudge report - can be trusted to bust liberal lies about em