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Fundamentals of Physics and Chemistry of the Atmosphere
Additive and Cancellative Interacting Particle Systems (Lecture Notes in Mathematics) by David Griffeath (Repost)
PI and the AGM: A Study in Analytic Number Theory and Computational Complexity by Jonathan M. Borwein (Repost)
Advances in Complex Function Theory (Lecture Notes in Mathematics) by W. E. Kirwan (Repost)
Synthetic inorganic chemistry a course of laboratory and classroom study by Arthur Alphonzo Blanchard (Repost)
Invitation to Law and Society - An Introduction to the Study of Real Law
Matrix Mathematics - Theory, Facts, and Formulas, Second Edition
Mathematics Probability, Markov Chains, Queues, and Simulation - The Mathematical Basis of Performance Modeling
-Physics, Topology, Logic and Computation: A Rosetta Stone- by John C. Baez adn Mike Stay
-Quantum Physics for Scientists and Technologists- by Paul Sanghera (Repost)
Algebraic Aspects of Cryptography (Algorithms and Computation in Mathematics) by Neal Koblitz (Repost)
Mathematics Mathematical Foundations of Computer Science 2004 [Repost]
Mathematics Mathematical Logic for Computer Science (3rd edition)
Physics Democracy and Public Space: The Physical Sites of Democratic Performance
Spaces of Holomorphic Functions in the Unit Ball (Graduate Texts in Mathematics) by Kehe Zhu (Repost)
An Introduction to Ergodic Theory (Graduate Texts in Mathematics) by Peter Walters (Repost)
Statistical and Thermal Physics - With Computer Applications
Introduction to the Physics of the Earth's Interior (Cambridge Topics in Mineral Ph) by Jean Paul Poirier (Repost)
Mathematics Symmetry Theory in Molecular Physics with Mathematica: A new kind of tutorial book (Repost)
THE GNOMON WORKSHOP CREATING A 3D FIGURE STUDY BOOKWARE ISO-LZ0
Additive and Cancellative Interacting Particle Systems (Lecture Notes in Mathematics) by David Griffeath (Repost)
PI and the AGM: A Study in Analytic Number Theory and Computational Complexity by Jonathan M. Borwein (Repost)
Advances in Complex Function Theory (Lecture Notes in Mathematics) by W. E. Kirwan (Repost)
Synthetic inorganic chemistry a course of laboratory and classroom study by Arthur Alphonzo Blanchard (Repost)
Invitation to Law and Society - An Introduction to the Study of Real Law
Matrix Mathematics - Theory, Facts, and Formulas, Second Edition
Mathematics Probability, Markov Chains, Queues, and Simulation - The Mathematical Basis of Performance Modeling
-Physics, Topology, Logic and Computation: A Rosetta Stone- by John C. Baez adn Mike Stay
-Quantum Physics for Scientists and Technologists- by Paul Sanghera (Repost)
Algebraic Aspects of Cryptography (Algorithms and Computation in Mathematics) by Neal Koblitz (Repost)
Mathematics Mathematical Foundations of Computer Science 2004 [Repost]
Mathematics Mathematical Logic for Computer Science (3rd edition)
Physics Democracy and Public Space: The Physical Sites of Democratic Performance
Spaces of Holomorphic Functions in the Unit Ball (Graduate Texts in Mathematics) by Kehe Zhu (Repost)
An Introduction to Ergodic Theory (Graduate Texts in Mathematics) by Peter Walters (Repost)
Statistical and Thermal Physics - With Computer Applications
Introduction to the Physics of the Earth's Interior (Cambridge Topics in Mineral Ph) by Jean Paul Poirier (Repost)
Mathematics Symmetry Theory in Molecular Physics with Mathematica: A new kind of tutorial book (Repost)
THE GNOMON WORKSHOP CREATING A 3D FIGURE STUDY BOOKWARE ISO-LZ0
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Study Words That Work, Revised: It's Not What You Say, It's What People Hear
Posted on 2010-03-15
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More Frank Luntz, “Words That Work, Revised: It's Not What You Say, It's What People Hear” Review Word up! This book is masterful in its exploration of the use of language in American life, especially in business and politics. It was written by Dr. Frank Luntz, who calls himself a "linguistic geek." It's ideal for anyone, like me, who loves words and reading. The subhead to the book is "It's not what you say, it's what people hear." The trick is to speak in a way to make people hear what you want them to hear. To be persuasive. As Luntz writes, "It's not enough to be correct or reasonable or even brilliant." People must first listen, and then understand. This book gives many comparisons of word choices, and explains why one choice is the most effective. For example, instead of saying "comprehensive," say "easy to understand." "Pre-owned vehicle" sounds much better than "used car." "Housewives" have turned into "stay-at-home moms." I'm reminded of another book I recently reviewed, Eat This Not That! which shows photos of foods to eat on the left, and comparable foods to avoid on the left. Words That Work could have been called Say This Not That! Luntz gives a list of ten rules of successful communication that anyone can use: 1. Simplicity: Use Small Words 2. Brevity: Use Short Sentences 3. Credibility is As Important As Philosophy 4. Consistency Matters 5. Novelty: Offer Something New 6. Sound and Texture Matter 7. Speak Aspirationally 8. Visualize 9. Ask a Question 10. Provide Context and Explain Relevance Words have such power. They force you to organize your thoughts if you want to connect with other people. When my daughter was in preschool, she was told to "use your words" when she and another child had an angry, emotional disagreement. This strategy worked. It works for grownups, too. Fortunately, you don't have to share Luntz's politics to benefit from his book. I had to overlook his glee when describing the successful Contract with America in 1994, or how changing "drilling for oil" to the gentler phrase "energy exploration" frustrated "the entire environmental community." He describes Barack Obama's speeches as looking like they were "designed by Benetton." Learning how a wordsmith like Luntz helped usher in policies I disagree with is instructive and valuable. Only RS mirrors, please great post,many thanks
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