Words That Work
Words That Work by Frank Luntz
I have highlighted a number of books about words on this blogs, giving them good reviews. You might think I’m trying to sell these word books. That’s not the case and, to show that I’m not trying to tout books, let me give a bad review for a word book.
Of course, the book I’m going to “go negative” on will make you think I have a political agenda, at least if you know who the author is.
Frank Luntz – Words That Work
The book I’m discussing today is Words That Work by Frank Luntz. From the title, this book might sound like some of the other books I’ve detailed on this blog: words about communication or words for a good vocabulary or words to help you in your job.
That’s not the case here.
Instead of a book that teaches you to communicate, Frank Luntz wrote about how to avoid communicating. To Dr. Luntz, “words that work” are words that mislead or manipulate.
Words That Work For a Sell
Now, I guess that some would say that the book we discussed on words that sell might be about misleading people. Actually, that book was simply about selling yourself or your product by using the right words. At least that book review showed that I support the business community and I’m not some kind of closet socialist.
Words That Work For Luntz
This book is different. Words That Work by Frank Luntz is about winning a political debate. Specifically, Words That Work is about conservatives learning how to win a political debate. Specifically, Words That Work teaches pollsters, politicos and people trying to break unions how to speak.
Dr. Luntz discusses the words that corporations like Enron and Ford have used over the years to frame their debates in their disputes with government auditors and union workers. Frank Luntz draws lessons from these word tactics, spelling out how others can use these “words that work” to their own ends.
Frank Luntz continues with the cynical assertion that most Americans are ignorant and undereducated and that someone reading Words That Work will give you an advantage over the largely illiterate masses.
Not good.
Words That Work – A Few Kind Words
There are a few good general lessons for wordsmithing that you’ll find useful, but it’s an awful shame these are interspersed with such an underhanded set of lessons. Also, you can learn the good communicating skills from any number of other sources.
Good communication lessons from Words That Work include the use of smaller words – that is, always use the smallest word with the precise meaning you’re looking to convey. Maintain your creditibility. Speak in short sentences. Remain consistent. Use visual imagery if appropriate.
These are interspersed with ways politicians can trick voters, though. The list of rhetorical tricks includes “asking questions”, talking to peoples’ aspirations and saying something “novel” – that is, stating a stat they have heard before.
About Frank Luntz
Dr. Frank Luntz is a Republican pollster who has worked for MSNBC and who currently works for FoxNews. Frank Luntz consults with corporations or politicians who want to craft public opinion or sell a product. Luntz also advised the Bush Administration in 2002 to reframe the global warming debate by changing the term they used from “global warming” to “climate change” – a term Frank Luntz advised would help them undermine the idea of scientific consensus on global warming.
Frank Luntz has been quoted saying that polling voters is the art of asking “a question in the way that you get the right answer”. While in the proper context, that quote might have an entirely benign meaning, it did not in this case. Also, Frank Luntz has been reprimanded by the American Association for Public Opinion Research for refusing to release his date for published polls – a standard practice with legitimate pollsters.
Frank Luntz defended these actions on the idea of confidentiality for his clients, though the release of anonymous data about those polled had nothing to do with confidentiality.
Words That Work
So Words That Work might well work on certain people, but I won’t recommend you run out and buy this book. Find a general book on communication skills and learn how to master the English language without taking shortcuts and learning tricks.
A Word About Politics
I’m sure people will think I have a political axe to grind now. Let me mention that I’m sure there are books by liberals or Democrats that are just as cynical in the way of using words. It’s just those books don’t have the word “words” in their title, so I haven’t read them yet. Any conservative bent out of shape about my review are free to point out to me the progressive counterpart to Words That Work by Frank Luntz.