When you say: The simple truth is this, and then you pause, and then you finish the sentence, people stop, and they think specifically about what you're saying. And it's, in essence, trying to boil it down to something that's very understandable and meaningful.
Frank LuntzThe adjectives that are in the book ["Win"] - passion, persuasion, persistence, perfection, prioritization, being people-centered - none of them are as important as principles. Without principles, the language will fail.
Frank LuntzThe fundamental problem for Republicans when it comes to the environment is that whatever you say is viewed through the prism of suspicion.
Frank LuntzPreserving parks and open spaces is a winner because it doesn't need to be explained to everyday Americans.
Frank Luntz