If 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 LuntzBelieve in better is one of the most powerful words you can use in the business community.
Frank LuntzRick Scott used let's get to work to say: All these politicians talk; it's time to do. Everybody else talks about the problem; it's time to find the solution.
Frank LuntzI had nothing to do with death panels. I thought it was a horrible phrase about end of life. I didn't think it was accurate, and I was - I've always been opposed to it. The reason why I stood behind that phrase "death tax" for so many years is because the only time that you could pay that tax, the only time, is on the death of a relative. And that's what makes it a death tax. You have to be accurate.
Frank Luntz