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: