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Win is about the specific use of specific words to connect you to your employer or employees, politicians to voters - and frankly, to help people win debates, have discussions, and improve the level of communication.

Frank Luntz

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Frank Luntz
Age: 62
Born: 1962
Born: February 23
Consultant
Political Adviser
Political Pundit
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Frank Ian Luntz
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Voters
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More quotes by Frank Luntz

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Politics is gut commercials are gut.
Frank Luntz
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I tell this joke about Barack Obama is the best communicator of our generation: The guy reads a teleprompter better than any Hollywood actor. John McCain, his opponent - Stevie Wonder reads a teleprompter better than John McCain.
Frank Luntz
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The eureka moment is two reasons why the output-based standard should be adopted: common sense and accountability. Input-based standards don't encourage energy diversity they don't create any incentives they don't produce solar, hydro, nuclear.
Frank Luntz
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There are about 50 or 60 recommendations [in Win] for how to communicate, not just the words themselves. All of them had to be tested. And in this short amount of time, it's just very time-consuming and very stressful to ensure that you get it right.
Frank Luntz
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Believe in better, which is a corporate phrase rather than a political phrase. We don't want more. We're not looking for quantity. We're looking for quality. Believe in better suggests intergenerational change. It suggests product innovation. It suggests something better for the future.
Frank Luntz
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I have seen how effective language attached to policies that are mainstream and delivered by people who are passionate and effective can change the course of history.
Frank Luntz
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The Tucson speech [of Barack Obama] was brilliant, and I'm so angry at Republicans for jumping on him because you have to give credit. Part of being successful is to give credit to people who you may not disagree with when they do well.
Frank Luntz
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The problem is people become so angry. And they become so vicious.
Frank Luntz
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The best advertising and the best communication when it comes to business is that which makes you smile, that which makes you think, that which makes you ponder.
Frank Luntz
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There are certain aspects, and there are - there are 15 attributes of winners and winning slogans. Which side are you on sounds divisive, that you're on one side or the other, at a time when we actually want universality. We want unanimity.
Frank Luntz
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Whether or not you liked George W. Bush, there was no doubt about what position he was going to take, and that's what endeared him to a significant segment of American society.
Frank Luntz
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Richard Nixon will always go down as a failure because of one stupid, moral - and that goes back to that last chapter, on principles.
Frank Luntz
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A compelling story, even if factually inaccurate, can be more emotionally compelling than a dry recitation of the truth.
Frank Luntz
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Your words have power. Find words that unite. Find words that unify.
Frank Luntz
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Nothing guarantees more applause and more support than the call to abolish the IRS.
Frank Luntz
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Eighty percent of our life is emotion, and only 20 percent is intellect. I am much more interested in how you feel than how you think. I can change how you think, but how you feel is something deeper and stronger, and it's something that's inside you.
Frank Luntz
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While it is important to trash the governor, it should be done in the context of regret, sadness and balance.
Frank Luntz
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The perfect opening is the word imagine, because imagine allows you to communicate in the eyes and the vision of the listener rather than yours. And the best illustration of that is 1984. Room 101 in 1984 - everyone's read it, and we all have our own imagination of what that looks like.
Frank Luntz
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What the people now respond - and the goal of those ads is to merely get the name of the medication into the minds of the consumers so that they will ask their doctor about it. That's the whole goal.
Frank Luntz
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My father was a dentist, and I always thought that he was one of the 10. It's an interesting way to personalize and humanize, which is one of the most important aspects of communication.
Frank Luntz