Frank Luntz Explains 'Words That Work'

Frank Luntz. Photo credit: Mary Ellen Matthews/MSNBC
Mary Ellen Matthews/MSNBC

Republican pollster Frank Luntz advises politicians on the language they should use to win elections and promote their policies. Although he works on one side of the aisle, he says that what he does is essentially nonpartisan, seeking clarity and simplicity in language. His critics disagree, and have accused him of using language that misrepresents policies to "sell" them to the public. Frank Luntz is the author of Words That Work.

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Words That Work

It's Not What You Say, It's What People Hear

by Frank I. Luntz

Hardcover, 324 pages | purchase

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It's Not What You Say, It's What People Hear
Frank I. Luntz

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