“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.” WinningAmountCommunicateTestedConsumingStressfulRecommendationsTime Consuming Author:Frank Luntz
“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.” LooksEyeImaginationPerfectRoomsVisionImagineCommunicateOpeningListenersIllustration Author:Frank Luntz
“"Which side are you on" asks a question. That's one of the most powerful, persuasive ways to make a case, to say something, to advertise something or to communicate it. Don't make a statement. Ask a question.” WayAsksSidesPowerfulCasesCommunicateStatementsMost PowerfulPersuasive Author:Frank Luntz
“The ability to connect and communicate is one of the most powerful, and you cannot find anyone who has been truly successful in life that doesn't have that ability because you've got to motivate, and you've got to -frankly, you have to influence.” Has BeensAbilityPowerfulSuccessfulInfluenceCommunicateMost Powerful Author:Frank Luntz
“FedEx is another company that's passionate. When it absolutely, positively has to get there is such a great, aspirational phrase. And FedEx used it for almost a decade to communicate the passion of delivering a package. The more passionate you are, the more successful you are.” UsedPassionCompanySuccessfulPassionateCommunicateDecadesPhrasesPositivelyPackagesDelivering Author:Frank Luntz
“The way you communicate an idea is different than the way you communicate a product.” WayIdeasDifferentTalkingProductsCommunicate Author:Frank Luntz
