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.
Frank LuntzWriting a book is the most difficult, anxiety-prone aspect of my life because the words that I put on paper are very serious to me.
Frank LuntzThe best advertising and the best communication when it comes to business is that which makes you smile, that which makes you think, that which makes you ponder.
Frank LuntzI've done reasonably well over the last 10 years because I took the strategy of language and politics and applied it to the corporate world, which has never been done before.
Frank LuntzI 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.
Frank Luntz