Jumia Books Words That Work: It's Not What You Say, It's What People Hear  by Dr. Frank Luntz (Author)

Words That Work: It's Not What You Say, It's What People Hear by Dr. Frank Luntz is a guide to powerful communication emphasizing that the effectiveness of language depends on how the audience interprets the message, not just the speaker's intent. Luntz provides ten essential rules for crafting messages, including simplicity, brevity, and consistency, to make language resonate more deeply. He highlights the role of emotions in communication, arguing that effective words can shape perceptions, influence behavior, and inspire action. Using research-driven approaches like polling and focus groups, Luntz demonstrates how language choices can sway public opinion and build trust when authentic. The book also stresses the importance of empathy, urging communicators to see the message through the listener's perspective to connect authentically and persuasively.