The perfect opening is the word imagine, because imagine allows you to communicate in the eyes and the vision of the listener rather than yours. And the best illustration of that is "1984." Room 101 in "1984" - everyone's read it, and we all have our own imagination of what that looks like.
Frank Luntz"Which side are you on" asks a question. That's one of the most powerful, persuasive ways to make a case, to say something, to advertise something or to communicate it. Don't make a statement. Ask a question.
Frank LuntzIt'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. When we are happy, we are not [rational]. In fact, in more cases than not, when we are rational, we're actually unhappy. Emotion is good; passion is good. Being into what we're into, provided that it's a healthy pursuit, it's a good thing.
Frank LuntzWith all due respect to UPS - it's a fine company - nobody cares about logistics. They care about that package arriving at their home, at their office, when it is supposed to and in the condition it's supposed to. FedEx is a much better communicator than UPS.
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 Luntz