Why are some people better than others at talking their way into a job or out of trouble? What makes some advertising jingles cut through the clutter of our crowded memories? What’s behind winning campaign slogans and career-ending political blunders? Why do some speeches resonate and endure while others are forgotten moments after they are given? The answers lie in the way words are used to influence and motivate, the way they connect thought and emotion. In this summary, language architect and public opinion guru Dr. Frank Luntz raises the curtain on the craft of effective language and offers priceless.
