Leadership: “It’s Not What You Say, It’s What People Hear” – Frank Luntz

If you are in the business of persuasion (and if you aren’t, you are not really in business), you MUST read this book. If your politics lean more leftward, don’t let it stop you. Luntz is a master and he lets us in on his many secrets here.

What Luntz writes about so knowledgeably is that to persuade, a number of linguistic issues must be considered. He mentions 10 “musts,” but I’m going to focus on the four that I think are the most important.