How do business communicators know which words will be effective at persuading audiences? What are the rules of good communication? Can researchers really determine the precise phrases and messages that will woo the masses and spur them to action?

For Frank Luntz, persuasion is not merely an art--it's a science. The well-respected communications professional and lead consultant at Luntz & Maslansky Strategic Research claims that Instant Response dial technology, administered in live audience settings, uncovers words that work in today's business environment. Unlike focus groups and surveys, Instant Response dial sessions allow market researchers to track an audience's response to messages in real time. Dubbed as "People Meters," computer dial systems can be used to pretest a range of communications, from political speeches to CEO addresses.

A regular guest on cable programs and one of Time magazine's "most promising leaders," Luntz has made a name for himself as the go-to consultant of Fortune 500 firms. General Electric, State Farm, and McDonald's have utilized his marketing wizardry, and, over the past decade, Luntz has conducted more than 1,200 surveys, focus groups, and dial sessions across four continents. His firm blends strategic communications and market research to deliver audience-tested, game-changing message solutions.

For small businesses that can't afford an afternoon dial session, Luntz has written Words That Work, a must-read book for communications professionals. In it, Luntz argues that effective communication boils down to brevity, simplicity, and credibility; he also stresses that game-changing persuasion involves speaking aspirationally and offering audiences something new. As a testament to his influence, Luntz is often credited with the culture-wide adoption of phrases like "prevention and wellness" (instead of "treatment"), "energy exploration" (instead of "oil drilling"), and "gaming" (instead of "gambling").