When I wrote "Win," it only took about eight months, but eight months of sheer pain and suffering because every phrase that's… — Frank Luntz Copy Share Image
The most powerful call to action of anything that we've ever tested: Let's get to work.I didnt create that phrase. It came… — Frank Luntz Copy Share Image
FedEx is another company that's passionate. When it absolutely, positively has to get there is such a great, aspirational phrase. And FedEx… — Frank Luntz Copy Share Image
I had nothing to do with death panels. I thought it was a horrible phrase about end of life. I didn't think… — Frank Luntz Copy Share Image
There are people who will be wanting to apply "Win" to their own, personal life. If you remember only one thing, and… — Frank Luntz Copy Share Image
Believe in better, which is a corporate phrase rather than a political phrase. We don't want more. We're not looking for quantity.… — Frank Luntz Copy Share Image
I would not have used the phrase "I'm selling you" because even though that's exactly what you're doing, when you tell people… — Frank Luntz Copy Share Image
The fundamental problem for Republicans when it comes to the environment is that whatever you say is viewed through the prism of suspicion. — Frank Luntz Copy Share
There are about 50 or 60 recommendations [in "Win"] for how to communicate, not just the words themselves. All of them had to be… — Frank Luntz Copy Share
With all due respect to UPS - it's a fine company - nobody cares about logistics. They care about that package arriving at their… — Frank Luntz Copy Share
People like me have to have the discipline only to work for clients, corporations, political people, products, services, networks that we believe in and… — Frank Luntz Copy Share
Ideology and communication more often than not run into each other rather than complement each other. Principle and communication work together. Ideology and communication… — Frank Luntz Copy Share
"Win" is about the specific use of specific words to connect you to your employer or employees, politicians to voters - and frankly, to… — Frank Luntz Copy Share
We as Americans and as humans have very selective hearing and very selective memory. We only hear what we want to hear and disregard… — Frank Luntz Copy Share
I don't understand why people whose entire lives or their corporate success depends on communication, and yet they are led on occasion by CEOs… — Frank Luntz Copy Share
Most voters would rather have their purse or wallet stolen than be audited by the IRS. — Frank Luntz Copy Share
When I wrote "Win," it only took about eight months, but eight months of sheer pain and suffering because every phrase that's in there… — Frank Luntz Copy Share
The perfect opening is the word imagine, because imagine allows you to communicate in the eyes and the vision of the listener rather than… — Frank Luntz Copy Share
In fact, in more cases than not, when we are rational, we're actually unhappy. Emotion is good; passion is good. Being into what we're… — Frank Luntz Copy Share
The Republicans are mad at Donald Trump, and the Democrats are mad at Hillary Clinton. And the Bernie Sanders people are mad at everybody.… — Frank Luntz Copy Share
Eighty percent of our life is emotion, and only 20 percent is intellect. I am much more interested in how you feel than how… — Frank Luntz Copy Share
