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Words That Work, Revised, Updated Edition: It's Not What You by Frank Luntz

By Frank Luntz

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And going . . and going. Too many politicians insist on new talking points on a daily basis, and companies are running too many different ad executions. By the time we begin to recognize and remember a particular message, it has already been changed. ” Since then, Coke has tried dozens of communication iterations and variations, none of them as simple and effective. While the company refers to itself on its Web site as “the world’s most inclusive brand,” the constant tinkering with taglines and the inability to stick to a single message have been major factors contributing to its image erosion.

K. ” he wrote: “Dear Sirs: I am. K. ” Each of these short answers said far more than a thousand-word essay or Castro-like speechathon would have. Similarly, they say a picture is worth a thousand words . . or is that ten thousand words? Researchers have traced the origin of that phrase to Fred Barnard, an advertising manager in the 1920s. When selling ad space on the sides of streetcars, he used the words “One look is worth a thousand words” to suggest that images are more potent than text in advertisements.

To the “Snap! Crackle! ” of Kellogg’s *According to the 2005 census, 45% of adult Americans over age 25 have attended some form of college, but only 27% are college graduates. According to a study conducted for the Association of American Universities, as recently as 1970, only 53% of adult Americans had even graduated from high school. 6 Words That Work Rice Krispies, product taglines that are so simple and uncomplicated that even kids can remember them are the ones that prove most memorable to their parents as well.

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