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.
Frank LuntzTo Americans, Washington is a giant cesspool. It's no wonder almost half of Americans (47%) now agree with the statement 'I'm mad as hell and I'm not going to take it anymore.' It's us (the people) versus them (the politicians), and it doesn't matter what primary color you wear [...] I was involved in the 1994 elections, and I will never forget the arrogance of the Democrats back then, and how they refused to accept the electoral reality facing them. It is no different today.
Frank LuntzIt 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.
Frank LuntzThe second most important attribute of winners, after understanding the human dimension, is knowing what questions to ask, the rhetorical nature.
Frank Luntz