“Winners know what makes people tick by effectively tapping into our fears and aspirations. By listening very carefully and then repeating almost word-for-word exactly what they've heard, winners know how to articulate compelling needs—and products to satisfy those needs—that people didn't even know they wanted.” PeopleKnowsNeedsWantedKnow HowHeardProductsListeningWinnerAspirationCompellingTickTapping Author:Frank Luntz
“To Americans, Washington is a giant cesspool. It's no wonder almost half of Americans (47%) now agree with the statement 'I'm mad as hell and I'm not going to take it anymore.' It's us (the people) versus them (the politicians), and it doesn't matter what primary color you wear [...] I was involved in the 1994 elections, and I will never forget the arrogance of the Democrats back then, and how they refused to accept the electoral reality facing them. It is no different today.” PeopleDifferentMatterRealityTodayForgetHalfAcceptingWonderHellColorInvolvedPoliticianElectionAgreeMadDemocratStatementsPrimariesGiantsArroganceNever ForgetVersusPrimary Colors 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
“"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.” PeopleHelpingUseWinningLevelsCommunicationPoliticianDebateDiscussionEmployeeVotersEmployers 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
“This book [ "Win"] is based on the interviews with three dozen Fortune 400 - or Forbes 400, the richest people, and a couple dozen of the top CEOs.I wanted to know what language they use to be successful, and I wanted to know the attributes that could then be applied to the average individual.” PeopleKnowsBookUseWantedThreeWinningIndividualLanguageSuccessfulCoupleFortuneAverageInterviewsBeing SuccessfulAttributesDozenCeoForbesUse To Be Author:Frank Luntz
“When you say: The simple truth is this, and then you pause, and then you finish the sentence, people stop, and they think specifically about what you're saying. And it's, in essence, trying to boil it down to something that's very understandable and meaningful.” PeopleThinkingTryingSimpleTruth IsEssenceSentencesMeaningfulPausesSimple Truths 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
“The most successful people in American life are those that have had horrific failures and have come back, done it again and again until they got it right, whether it's Steve Jobs or Bill Gates or Warren Buffet.” PeopleDoneJobsSuccessfulBillsGatesSuccessful PeopleAgain And AgainAmerican LifeHorrificBuffetsWarren Buffet Author:Frank Luntz
“George W. Bush - who I'm sure that a lot of people, when I say this, will not be happy about it - but Bush had a determination, and had a very clearly defined set of principles. You knew exactly where he stood.” PeoplePrinciplesDeterminationDefined Author:Frank Luntz
“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.” PeopleGivingWellsMaySuccessfulRepublicanSpeechAngryCreditBrilliantBarackBeing SuccessfulDisagreeJumpingTucson Author:Frank Luntz
“The adjectives that are in the book ["Win"] - passion, persuasion, persistence, perfection, prioritization, being people-centered - none of them are as important as principles. Without principles, the language will fail.” PeopleImportantBookPassionWinningLanguagePrinciplesFailingPerfectionPersistencePersuasionAdjectivesPrioritization Author:Frank Luntz
“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 you're doing it - or worse yet, when you tell people "I'm not here to sell you anything," they automatically assume that that's exactly what you are here to do.” PeopleUsedSellsAssumingSellingPhrases Author:Frank Luntz
“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.” PeopleMindWholeAsksNamesGoalDoctorsConsumersAdsMedication 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
“The Republicans are mad at Donald Trump, and the Democrats are mad at Hillary Clinton. And the Bernie Sanders people are mad at everybody. When has that ever happened?” PeopleHappenedTrumpRepublicanMadClintonDemocrat Author:Frank Luntz
“The problem is people become so angry. And they become so vicious.” PeopleProblemAngryVicious Author:Frank Luntz
“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 who cannot talk their way out of a paper bag and don't care to.” PeopleWayCareCommunicationDependsPaperDon't CareOccasionsCorporateBagsCeoCongratulationsPaper Bags Author:Frank Luntz
“Some people call it global warming; some people call it climate change. What is the difference?” PeopleDifferencesClimateClimate ChangeGlobal Warming Author:Frank Luntz
“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.” PeopleCoursesLanguagePolicyPassionateMainstream Author:Frank Luntz
“There are people still in the Republican Party that I believe practice the communication of anger, of disappointment, of regret, of pain, of sorrow, of suffering. That's not what the American people want to hear.” PeopleWantBelieveStillsPainSufferingI BelievePartyPracticeRegretCommunicationSorrowRepublicanAngerDisappointmentRepublican Party Author:Frank Luntz
