Summary of Frank I. Luntz's Words That Work

Please note: This is a companion version & not the original book. Book Preview:

#1 Don’t worry about the rules. Just start communicating. -> The rules of communication are important, because American business and political communication is rife with bad habits and unhelpful tendencies that can do serious damage to the companies and causes they seek to promote.

#2 Communication is a two-way street, and the people are the true end. You must first speak their language to reach them.

#3 To get to the heart of America, you must first understand the language of America.

#4 When communicating with Americans, do not use words that might force someone to look up a dictionary. The more simply and plainly an idea is presented, the more credible it will be.

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