“It is acceptable to bring someone to tears if it explains to them in an emotional way why a product, a service, or a candidate is the right person, is the right thing to do.” IfsWayPersonsTearsEmotionalProductsThings To DoRight ThingCandidatesAcceptableRight Person Author:Frank Luntz
“People want to be inspired. They want to aspire to something. ... You can have the best product, the best service, the best argument in a debate. But without the effective words you still lose. In the end you need good principles and good language if you are to succeed.” PeopleIfsWantNeedsStillsEndsLanguageLosesPrinciplesProductsSucceedArgumentInspiredDebateAspireBe InspiredBest Service Author:Frank Luntz
“It's something that people who read my materials have asked me in the past. If you don't have principles - the last chapter of the book ["Win"] is all about winning with principles. It's all about applying words to good things, good people, good efforts. Without that inherent accuracy, then even the best words will still fail.” PeopleIfsStillsBookLastsPastWinningEffortPrinciplesFailingMaterialsGood ThingsGood PeopleChaptersInherentAccuracy Author:Frank Luntz
“You need good principles and good language if you are to succeed.” IfsNeedsLanguagePrinciplesSucceed Author:Frank Luntz
“If you just heard 90 percent of dentists recommend something, it's too statistical. Nine out of 10 says: Well, it's just virtually everyone. It leads you to think of that joke about the one dentist. But so much of communication.” IfsThinkingWellsHeardCommunicationJokesPercentNineDentist Author:Frank Luntz
“There are people who will be wanting to apply "Win" to their own, personal life. If you remember only one thing, and I'm going to do it right here, right now because I just happened to come to it, that phrase - if you remember only one thing - there are 125 specific language recommendations in "Win" that can make a difference in your day-to-day lives.” PeopleIfsRememberWinningLanguageDifferencesHappenedOne ThingRight NowPhrasesMaking A DifferenceDay To DayPersonal LifeRecommendationsDay LifeDay To Day Life Author:Frank Luntz
“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 is a great communicator, the playbook is in this book. And if you're a corporation who wants to satisfy his - their employees, how to do it is in this book. And finally, if you're an employee and you want to get a raise, whether at NPR or anyplace else, it's in this book.” PeopleIfsWantBookWholeWinningSidesListeningRepublicanRight NowRaisesDemocratBarackCorporationsEmployeeFrustratedBoth SidesCommunicatorsNprPlaybooks Author:Frank Luntz
“If you're fighting against a minimum wage increase, you're fighting an uphill battle, because most Americans, even most Republicans, are okay with raising the minimum wage.” IfsFightingRepublicanBattleOkayIncreaseMinimumMinimum WageUphill Battles Author:Frank Luntz
“A compelling story, even if factually inaccurate, can be more emotionally compelling than a dry recitation of the truth.” IfsStoriesDryCompellingRecitation Author:Frank Luntz
“If you're a good numbers person, you're a bad language person.” IfsPersonsLanguageNumbersBad Language Author:Frank Luntz
