Words That Work: It's Not What You Say, It's What People Hear

Okay, so I was expecting a lot from the grandiose title. I *was* left a little disappointed and by 3/4 of the way through the book wanted to just stop reading....however I didn't.

I took a reasonable amount from the first half of the book, and from the "words that work" chapter but it would be churlish not to recognise that this is an All-American book, by a right-of-centre American. So don't expect it to have global appeal.

I'm no Dickens, but there were moment when I thought that the author had lost the plot - there's sections that just don't seem to fit with each other!

I enjoyed the read. But it's not the cure-all that it promises to be.

This book doesn't contain a single useful idea. Unless, that is, you want to use language to manipulate and lie and pull the wool over people's eyes.

My work heavily involves communication for others and my own businesses. This book is awful for someone like me wanting a practical way of improving communication for my own and business benefits. The author goes on about communicating effectively... I fell asleep 2-3 times and only managed to get through a quarter of the book before I realised it is totally useless to me as small business owner with an entrepreneurial streak. Nothing practical about this book. Reads like a dull university book for students, very political and America orientated - not practical or enjoyable to read. Author seems to spend a lot of time on saying how great their career has been and what successes they have had - don't deny it but this book doesn't help me one bit. Much better books on communication out there. Avoid if you are looking for real life business communication knowledge and skills. Can only imagine politicians or students finding this remotely useful as a text.

Chock-full of what, in other parts of the world, is considered common sense after a secondary school education - and clanking clichés -, and as an object lesson in pandering to (and no doubt inspiring) the already illiterate, or those lacking in any serious desire to step outside the cosy/unchallenging American purveyance of off-the-shelf "Hey, just add two sugars and stir - and you too can be a success!!", this book is a raging success.


For anyone interested in halting the already inexorable slide towards 'Disney's Version of History' (so dumb that they'll no longer be able to question or discern what the truth is) and a general dumbing-down, you would be roundly advised to look for other inspiration (Fowler et al).

My expectations weren't met.

I expected to read and learn about language that really worked. Language that would be incredibly useful both professionally and personally.

Instead the book completely focused on anecdotes from American politics. Particularly on the rather self-centered successes of Frank Luntz in the role of advisor to the Republican party. All the advice was written for an American audience (one of the words that work was 'american dream') so lacked applicability here in the UK plus there were frequent long rambling sections that lacked punch/purpose.

That's not to say there weren't some good elements. The best being the concept of the title "it's not what you say, it's what people hear" and the idea that you need to use simple language that everyday people can understand. Aside from that there was very little to learn and use.

Only buy if you're really interested in the language of politics in the US. If you're looking for a business language book look elsewhere - I suggest 'On Writing Well' as a far superior alternative.