Book Report: Words that Work by Frank Luntz
In the book Luntz speaks of ten basic principals.
They are:
1) Use small words / speak the language of your intended audience / simple is more credible / product tag lines that even kids can remember / use alliteration
2) Short sentences / Brevity /
3) Credibility is as important as philosophy / words have to have sincerity /
4) Consistency / keep saying it until you get traction /
5) Offer something new / novelty / like accidental manslaughter
6) Say what people want to hear / personalize and humanize / people will not forget how they feel / make them relate it to their life / be aspirational / sell the 'you' that will be /
7) Speak Aspirationally / say what people want to hear
8) Visualize / paint a vivid picture /
9) Ask a question /
10) Provide Context & explain relevance / give people the why of a message
Good words to use:
Imagine Hassle-free lifestyle
Accountability results can-do spirit
innovation renew restore
reinvent Efficient the right to ...
Patient-centered investment casual elegance
independent peace of mind certified
all-american prosperity spirituality
financial security balanced approach a culture of...
