Words That Work: It's Not What You Say, It's What People Hear is a 2007 book by political consultant Frank Luntz that explores the power of language in shaping public opinion and influencing behavior. Drawing from focus groups, surveys, and real-world examples, Luntz outlines strategies for crafting effective messages in politics, business, and media by emphasizing how words are perceived rather than their literal meaning. The book introduces concepts like 'language coal mining' to uncover resonant phrasing and provides practical advice on framing issues to align with audience values. Its significance lies in its influence on political campaigning, particularly for Republican strategists, and corporate communications, demonstrating how subtle word choices can sway elections, policies, and consumer attitudes.