“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
“Nothing's going to stop you or deter you or cause you to give up. Pursuit, because nobody actually expects it to happen. They want you to be continuous in your efforts. And perfection because there's just nothing better.” WantGivingHappensCausesEffortGiving UpPerfectionPursuit Author:Frank Luntz
“Nobody wants to hear about process. They want to hear about results. They want to be inspired. They want to aspire to something. And so often in our communication, we will explain why - sorry, we will explain how but not why.” WantProcessResultsCommunicationInspiredSorryAspireBe Inspired Author:Frank Luntz
“The public wants to know why or why not. They don't want to know how you're going to do it.” KnowsWantKnow HowWhy Not Author:Frank Luntz
“The visual is important. "Let's get to work" says let's get it done, and that's what they want.” WantImportantDoneVisualsGet It Done Author:Frank Luntz
“There are certain aspects, and there are - there are 15 attributes of winners and winning slogans. "Which side are you on" sounds divisive, that you're on one side or the other, at a time when we actually want universality. We want unanimity.” WantCertainWinningSoundSidesAspectWinnerAttributesWant USlogansUniversalityWinners And WinningUnanimity 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
“I do a lot of work in travel and tourism, and I think this story is in the book. This woman is in a hammock, and she's got the beach below her and the sky above her, and the ocean beyond her. She's relaxing. She's got a drink in her hand and a book. Every woman sees this picture and says, I want to be in that hammock. Every guy sees the picture and says, I want to be in that hammock with that woman. It works for everybody.” ThinkingWantBookStoriesHandsGuySkyDrinkOceanBeachTourismTravel And TourismHammocks 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
“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
