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Book Report: Words that Work

“For most people, language is functional rather than being an end in itself. For me, it’s the people that are the end; language is just a tool to reach them, a means to an end. But it’s not enough to simply stand there and marvel at

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Posted in Advertising, Books, Leadership, Marketing

The appeal of hope and optimism in communications

In a recent post, The Ten Rules of Effective Language (from the book Words that Work by Frank Luntz), I wrote about the importance of speaking aspirationally (rule #7). The most important take-away of that section was that messages need to say what people

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Posted in Advertising, Leadership, Marketing

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