Words That Work, by Frank Luntz

Following up on yesterday's 'Old rules for new writers', today we have 'Words That Work: It's Not What You Say, It's What People Hear', from Republican pollster Frank Luntz.

Interestingly, I bumped into this book right after I read Robert Novak's column about how the Republican leadership has ostracized Luntz for ringing warning bells before the 2006 elections. Uh...Make that warning bells for the past decade.
"When Luntz in October 2005 publicly warned of rejection by voters in 2006, he was forced to deliver an abject apology before he could speak at a retreat of House Republicans held at the Library of Congress. After seven straight years on the program, Luntz was kept off last week's 2007 session at Cambridge, Md., by Boehner."

What's all the intra-party politics got to do with writing, or writers? Uh...Nothing much, so let's get to the point. Point is, look at the friggin title of the book 'Words That Work: It's Not What You Say, It's What People Hear'. Right. So what's inside the book? Putting it simply, it's a must read - For every active political conservative....Meaning that what Luntz says, and what his audience is hearing, are two different things. He says that his book is meant for both sides of the aisle, and will help people put their words more succintly. What people are hearing is some more gospel for the right wing.

One would think that, by now, Frank Luntz would have conducted a poll to find out that people are not hearing what he intended to say. Or maybe the book says exactly what he wanted, and people are hearing exactly what he intended to say. In which case he's a liar or a hypocrite. Either way, he's toast.