The second most important attribute of winners, after understanding the human dimension, is knowing what questions to ask, the rhetorical nature.
Frank LuntzI would not have used the phrase "I'm selling you" because even though that's exactly what you're doing, when you tell people you're doing it - or worse yet, when you tell people "I'm not here to sell you anything," they automatically assume that that's exactly what you are here to do.
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 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 Luntz