“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 - and there are about 130 specific linguistic recommendations - I had to test every one to make sure that it worked.” PainSufferingWinningMonthsTestsEightPhrasesSheerRecommendationsPain And Suffering Author:Frank Luntz
“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 from Rick Scott, the current governor of Florida.” ActionPowerfulCurrentsPhrasesMost PowerfulGovernorsFloridaTestedCall To Action Author:Frank Luntz
“Believe in better, which is a corporate phrase rather than a political phrase. We don't want more. We're not looking for quantity. We're looking for quality. Believe in better suggests intergenerational change. It suggests product innovation. It suggests something better for the future.” WantBelievePoliticalQualityProductsInnovationCorporatePhrasesQuantitySomething Better 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
“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
“I had nothing to do with death panels. I thought it was a horrible phrase about end of life. I didn't think it was accurate, and I was - I've always been opposed to it. The reason why I stood behind that phrase "death tax" for so many years is because the only time that you could pay that tax, the only time, is on the death of a relative. And that's what makes it a death tax. You have to be accurate.” ThinkingYearsEndsReasonPayBehindsTaxesHorribleReason WhyPhrasesRelativeAccurateOnly TimeEnd Of Life 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
