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.
Frank LuntzThe public wants to know why or why not. They don't want to know how you're going to do it.
Frank LuntzWhat matters most in politics is personality. It's not issues; it's not image. It's who you are and what you represent.
Frank LuntzIf you just heard 90 percent of dentists recommend something, it's too statistical. Nine out of 10 says: Well, it's just virtually everyone. It leads you to think of that joke about the one dentist. But so much of communication.
Frank Luntz