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.

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

It applies even more to politicians because they are living, breathing embodiments of the language that they use. And it's why how you start the conversation, and how you end it, matters so much.

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.

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.

Whether or not you liked George W. Bush, there was no doubt about what position he was going to take, and that's what endeared him to a significant segment of American society.

The visual is important. "Let's get to work" says let's get it done, and that's what they want.