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“Words that Work” by Dr. Frank Luntz can be read by just about anyone, from those who identify themselves as an everyday reader, through CEOs or politicians, marketing professionals or educators.

This book delves into the way we use words, and it should resonate with any person from any background.

But it’s especially useful for copywriters, marketers, and entrepreneurs.

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A “core story” is simple — It is your business’ story.

If told correctly, it can give all your customers a reason to rally behind your business and invest their resources in helping your business succeed – not just buy what you’re selling.

Here’s What Your Core Story Should Contain:

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