What Americans Really Want
Words That Work
Frank Luntz is a political consultant who pioneered studying how people react to words - instead of actions. He was a master at calculating how people perceive a problem and packaging policies - both corporate and political -that met those expectations. You didn't have to change your actual policy!
He's also very good at finding the gulf between people's stated values and their actual values and exploiting that.
We have two of his books here. Interesting guy and a must read for marketers.