Summary of Words That Work: It’s Not What You Say, It’s What People Hear
Frank Luntz, a renowned political consultant and pollster, argues that the success of any message lies not in the speaker’s intent but in how the audience interprets it. Drawing on decades of research through focus groups and polling, Luntz emphasizes that words are powerful tools for shaping perceptions, eliciting emotions, and driving action. His book provides a framework for effective communication, particularly in high-stakes settings like politics, business, and legal advocacy. Below are the core principles from Words That Work that resonate with DUI defense strategies:
- The Power of Words: Words shape how people perceive reality. Choosing the right words can transform a message from divisive to unifying or from technical to relatable. Luntz notes, “It’s not enough to be correct or reasonable… The key to successful communication is to take the imaginative leap of stuffing yourself into your listener’s shoes” (Luntz, 2007).
- The Principle of Simplicity: Clear, concise language is more memorable and persuasive. Complex jargon or lengthy explanations alienate audiences, while simple phrases stick. Luntz advises, “A catchy phrase can stop people for a second and make them think” (Luntz, 2007).
- The Ten Rules of Effective Communication: Luntz outlines ten rules, including:
- Simplicity: Use small words and short sentences.
- Brevity: Get to the point quickly.
- Credibility: Be believable and authentic.
- Consistency: Repeat key messages to reinforce them.
- Novelty: Present familiar ideas in fresh ways.
- Sound and Texture: Use alliteration or rhythm for memorability.
- Aspirational Language: Inspire hope and optimism.
- Visualization: Paint vivid mental pictures.
- Questioning: Engage audiences by asking questions.
- Context: Provide relevance to make the message matter (Luntz, 2007).
- Emotional Resonance: Luntz stresses that “80 percent of our life is emotion, and only 20 percent is intellect” (Luntz, 2007). Effective communication taps into emotions like hope, fear, or empathy to connect with audiences.
- Personalization and Humanization: Messages that relate to the audience’s personal experiences or universal human conditions are more persuasive. Luntz cites Warren Beatty: “People will forget what you say, but they will never forget how you made them feel” (Luntz, 2007).
- Aspirational Messaging: People respond to messages that inspire dreams and aspirations. Luntz highlights Barack Obama’s 2008 campaign, noting that “hope” and “dreams” resonated more than policy details (Luntz, 2007).
- Research-Driven Language: Luntz’s focus groups reveal how audiences react to specific words. For example, he replaced “estate tax” with “death tax” to evoke stronger emotional responses. This research-driven approach ensures language aligns with audience values (Luntz, 2007).
Words That Work is both a practical guide and a call to empathize with your audience. While Luntz’s examples often draw from politics (e.g., crafting the “Contract with America”), his principles are universal, making them invaluable for legal professionals like George Creal, who must persuade prosecutors, judges, and jurors in DUI cases.
Applying Luntz’s Techniques in DUI Defense: George Creal’s Approach
As a seasoned Atlanta DUI lawyer, George Creal leverages Luntz’s communication strategies to navigate the complexities of Georgia DUI law under statutes like O.C.G.A. § 40-6-391. His firm, George C. Creal, Jr., P.C., has handled tens of thousands of DUI cases, securing reductions to non-DUI offenses in thousands of cases and not guilty verdicts in over hundreds of jury trials. Below, we explore how Creal applies Luntz’s principles in three critical stages of DUI defense: plea negotiations, motion hearings, and jury trials.
1. Plea Negotiations: Building Credibility and Context
Luntz’s Principles Applied: Simplicity, Credibility, Context, and Aspirational Language.
Plea negotiations involve persuading prosecutors to reduce charges (e.g., from DUI to reckless driving) or offer lenient penalties. Creal uses Luntz’s strategies to frame his client’s case in a way that resonates with the prosecutor’s priorities, such as public safety and judicial efficiency.
- Simplicity and Credibility: Creal avoids legal jargon, presenting clear, believable arguments. For example, instead of saying, “The breathalyzer results are inadmissible due to procedural errors,” he might say, “The test wasn’t done right, so the results can’t be trusted.” This simple language aligns with Luntz’s rule of using small words to ensure clarity. To build credibility, Creal cites specific evidence, like discrepancies in the police report or National Highway Traffic Safety Administration (NHTSA) guidelines, which he knows inside-out.
- Context: Creal provides context to humanize the client. For instance, he might say, “My client is a hardworking parent who made a mistake after a rare night out. They’ve already enrolled in a substance abuse program.” This frames the client as a responsible individual, not a habitual offender, appealing to the prosecutor’s desire to resolve cases fairly.
- Aspirational Language: Creal taps into aspirational goals, suggesting that reducing the charge serves justice and community interests. He might argue, “Let’s give this person a chance to keep their job and support their family, which benefits everyone.” This aligns with Luntz’s emphasis on hope and positive outcomes.
Example in Action: In a recent Cobb County case, Creal negotiated a DUI charge down to reckless driving by emphasizing the client’s clean record and immediate remedial actions (e.g., attending DUI school). By framing the client as “someone who deserves a second chance,” Creal persuaded the prosecutor to prioritize rehabilitation over punishment, saving the client from license suspension and a criminal conviction.
2. Motion Hearings: Using Novelty and Visualization
Luntz’s Principles Applied: Novelty, Visualization, Questioning, and Consistency
Motion hearings, such as those to suppress blood test evidence or challenge a traffic stop, require persuading a judge that police actions violated constitutional rights. Creal uses Luntz’s techniques to make complex legal arguments accessible and compelling.
- Novelty: Creal presents familiar DUI issues in fresh ways to capture the judge’s attention. For example, instead of a standard argument about an unlawful stop, he might frame it as, “The officer turned a routine traffic issue into a fishing expedition for DUI, ignoring the Fourth Amendment.” This novel framing, inspired by Luntz’s “new definition of an old idea,” makes the argument stand out.
- Visualization: Creal paints vivid pictures to illustrate police errors. In a motion to suppress a blood test, he might say, “Imagine a nurse drawing blood in a chaotic and unsanitary jail setting. That’s not reasonable—it’s disgusting.” This imagery helps the judge visualize flaws in the evidence, aligning with Luntz’s emphasis on mental pictures.
- Questioning: Creal engages the judge by posing questions that highlight reasonable doubt. For instance, “How can we trust a breathalyzer result when the officer didn’t follow training protocols? What if the machine wasn’t calibrated?” These questions, per Luntz’s advice, prompt the judge to scrutinize the prosecution’s case.
- Consistency: Creal reinforces key themes, such as “unreliable evidence” or “procedural errors,” throughout the hearing. By consistently framing the case as one where “the police cut corners,” he ensures the judge associates the prosecution’s evidence with doubt.
Example in Action: In a motion hearing, Creal successfully suppressed blood test results by vividly describing how the Officer’s mis-reading the of the implied consent rights negative both implied and actual consent?” His novel framing of the issue as a “bad information can be the basis of consent” and consistent focus on police errors led the judge to exclude the evidence, weakening the prosecution’s case.
3. Jury Trials: Tapping into Emotion and Personalization
Luntz’s Principles Applied: Emotional Resonance, Personalization, Humanization, and Sound and Texture
Jury trials are the ultimate test of persuasion, as Creal must convince six or twelve jurors to find reasonable doubt. Drawing on Luntz’s emphasis on emotion and relatability, Creal crafts narratives that resonate with jurors’ values and experiences.
- Emotional Resonance: Creal taps into jurors’ emotions, such as fear of injustice or empathy for the defendant. He might say, “Imagine being wrongly accused because a machine malfunctioned.” This emotional appeal that this could be them or a loved one, rooted in Luntz’s insight that “people will never forget how you made them feel,” encourages jurors to question the prosecution’s narrative.
- Personalization and Humanization: Creal makes the defendant relatable by sharing their story. For example, “John is a teacher who coaches Little League. He’s not perfect, but he’s not a criminal.” This humanizes the client, aligning with Luntz’s advice to connect with the audience’s personal experiences. Creal also personalizes the case for jurors, asking, “Would you want your fate decided by a faulty test?”
- Sound and Texture: Creal uses alliteration and rhythmic phrases for memorability, as Luntz recommends. In closing arguments, he might say, “Doubt demands dismissal. Flawed tests fail justice.” These catchy phrases stick with jurors during deliberations.
- Aspirational Messaging: Creal inspires jurors to see their role as protectors of justice. He might argue, “You are the conscience of the community. You can apply not just the letter of the law but the spirit of the law. Your verdict can ensure fairness, giving John a chance to rebuild his life.” This aspirational tone, per Luntz, motivates jurors to act on hope and fairness.
Example in Action: In a jury trial, Creal secured a not guilty verdict by humanizing the defendant as a single parent who made a one-time mistake. He used emotional storytelling, saying, “A broken breathalyzer shouldn’t break a family;” “It is not a breath test. It is a breath guess.” His rhythmic closing argument—“Trust your gut, reject bad evidence, deliver justice, will all of these errors can you truly rule out reasonable doubt”—resonated with jurors, who acquitted the client after deliberating for less than an hour.
Why Choose George Creal for Your DUI Defense?
George Creal’s application of Luntz’s Words That Work principles sets him apart as a DUI attorney in Atlanta. His strategic use of simple, credible, and emotionally resonant language ensures that prosecutors, judges, and jurors hear the right message. With a track record of reducing thousands of DUI charges to non-DUI offenses and winning not guilty verdicts in over hundreds of jury trials, Creal combines legal expertise with persuasive communication to protect his clients’ rights.
Whether you’re facing a first-time DUI in Cobb County, a DUI with children in the car in Gwinnett County, or a complex case involving blood test refusals, Creal’s firm is equipped to fight for you. His deep understanding of NHTSA protocols, breathalyzer flaws, and Georgia DUI laws (O.C.G.A. § 40-6-391) allows him to expose weaknesses in the prosecution’s case, while his mastery of Luntz’s techniques ensures his arguments resonate with decision-makers.
Contact George Creal Today for a Free Consultation
If you’ve been arrested for a DUI in Atlanta or surrounding counties, don’t let a charge define your future. George C. Creal, Jr., P.C. offers fearless, strategic defense backed by decades of experience and a commitment to persuasive communication. Call (404) 333-0706, email [email protected], or visit www.georgecreal.com for a free consultation. Let George Creal use the power of words to fight for your freedom and deliver the best possible outcome.
Citations:
- Luntz, F. (2007). Words That Work: It’s Not What You Say, It’s What People Hear. Hyperion.
- George C. Creal, Jr., P.C. (2022). Atlanta DUI Lawyer. www.georgecreal.com.