Using Luntz’s Words That Work to Ignite Your Web Copy

Using Luntz’s Words That Work to Ignite Your Web Copy

“It’s not what you say, it’s what people hear.”

Frank Luntz is a fairly controversial figure.

He’s a Republican pollster who has made his career out of framing political (and corporate) language. In 2007, he wrote a popular book called “Words That Work: It’s Not What You Say, It’s What People Hear.” His accolades are admirable: