Words That Work
by Frank Luntz
The political pollster's ten rules for language that lands: simplicity, brevity, credibility, consistency, novelty, sound, aspiration, visualization, questions, context. Candid about how framing shapes opinion, from 'death tax' to 'climate change'.
Read it if…
you want to understand how word choice moves people, including when it is used on you.
See the book →
Skip it if…
you are uncomfortable with the political uses described.
Try instead: Pitch Perfect →
Three things you will actually use
- It is not what you say; it is what people hear.
- Simple, short, credible.
- Frame before you argue.
Do this first
Rewrite one message using the ten rules and test both versions.
Our verdict
How framing works.
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