I wrote "Win" for people on both sides, legitimately on both sides. If you're a Democrat listening to this right now, you - the whole playbook is in this book. If you're a Republican, and you're frustrated because Barack Obama… — Frank Luntz Copy Share Image
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 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 Image
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 Image
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 Image
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 Image
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 Image
"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 Image
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 Image
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 Image
Most voters would rather have their purse or wallet stolen than be audited by the IRS. — Frank Luntz Copy Share Image
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 Image
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 Image
Traditional market researchers are cold and calculating and scientific. — Frank Luntz Copy Share Image
![“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.” quote by Frank Luntz](https://sms4smile.com/quotes/img-quotes/add/frank-luntz-4874_amount_there-are-about-50-or-60-recommendations_60026.jpg)
