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.

It's all emotion. But there's nothing wrong with emotion. When we are in love, we are not rational; we are emotional. When we are on vacation, we are not rational; we are emotional.

A compelling story, even if factually inaccurate, can be more emotionally compelling than a dry recitation of the truth.

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.

Nothing guarantees more applause and more support than the call to abolish the IRS.

Anything that causes you to doubt, to raise either objections or just concerns about it - and they always put the information right at the bottom of the screen so you can't really read it - every time you see a company do that, the ad becomes less effective. The communication becomes less effective.

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.