Words That Work: It's Not What You Say, It's What People Hear
The defense of the English language . . . has nothing to do with correct grammar and syntax, which are of no importance so long as one makes one’s meaning clear. . . . Though it does imply using the fewest and shortest words that will cover one’s meaning. What is above all needed is to let the meaning choose the word, and not the other way around.
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On the contrary, it’s a matter of finding the most appealing and persuasive way to present a preexisting proposition or program in a more accurate light.
Frank Luntz • Words That Work: It's Not What You Say, It's What People Hear
The language lesson: A+B+C does not necessarily equal C+B+A. The order of presentation determines the reaction. The right order equals the right context.
Frank Luntz • Words That Work: It's Not What You Say, It's What People Hear
And therein lies an essential lesson of linguistic context: Popular perception can overwhelm truth and accuracy in establishing a communication connection. Or, in plain English, it’s not what you say, it’s what people hear that matters. Moreover, words that had certain definitions when your grandparents were your age may have an entirely different
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For the politician aiming to persuade, and anyone else for that matter, education must precede motivation and even information. This may be painfully obvious to read, and it is certainly painful to witness when it isn’t practiced, but your audience needs to know the basic generalities before you can motivate them to respond to the specifics. You
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“This is about the overcrowding of YOUR schools. This is about emergency room chaos in YOUR hospitals. This is about the increase in YOUR taxes. This is about the crime in YOUR communities.” No, this is not beautiful language, but the politicians who used it reported heads nodding
Frank Luntz • Words That Work: It's Not What You Say, It's What People Hear
“Accurate” data is more important than honest, credible, or truthful data because it is a statement of fact rather than someone’s explanation. For similar reasons, “facts” and “fact-based” are more powerful descriptors in the legal world than “evidence.” It may seem like a distinction without a difference but it really does matter. Facts are
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(The “ask” only comes at the very end, within the last ten words. Why? Because a recall is the most extreme political maneuver other than impeachment. Don’t ask voters to take an extreme measure until you have told them why. And don’t expect them to agree with you unless and until you tell them the consequences of inaction. That’s why we added that
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Senator, you need to take charge, establish the “language” of the upcoming debate, and establish a communication discipline for the GOP conference as well as yourself. That’s what this memo seeks to help you do.