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Frank Luntz: How To 'Win' With Smart Messaging
npr (!) ^ | March 8, 2011 | Neal Conan

Posted on 03/09/2011 2:16:33 PM PST by winstonwolf33

According to Republican strategist Frank Luntz, Bill Clinton won the presidency in 1992 "because he, more than any other political figure, understood what was happening in the country at that time, and had an innate ability to communicate it right back." Luntz analyzes this victory and others in his new book Win: The Key Principles to Take Your Business from Ordinary to Extraordinary

As a longtime media strategist, Luntz has helped craft many sound bites and political phrases during his career, from "death tax" to the "Contract with America." In Win, Luntz argues that careful messaging is as essential to business as it is to politics.

"The best advertising and the best communication when it comes to business is that which makes you smile, that which makes you think, that which makes you ponder," Luntz tells NPR's Neal Conan.

People "want to be inspired. They want to aspire to something. ... You can have the best product, the best service, the best argument in a debate," says Luntz. "But without the effective words you still lose.

**snip**

Equally powerful in both political and commercial messaging, says Luntz, are images that listeners or viewers must supply themselves. "The perfect opening is 'imagine,' " says Luntz, "because imagine allows you to communicate in the eyes or vision of the listener rather than yours."

Luntz looks to the classic George Orwell novel 1984 to illustrate the point. "Room 101 —" says Lunz, referring to the torture chamber depicted in the book, "we all have our own imagination about what that looks like. When we saw the movie, and we saw what they said Room 101 was, it didn't work for anybody. Because it's not how we imagine it," says Lunz

(Excerpt) Read more at npr.org ...


TOPICS: Books/Literature; Society
KEYWORDS: books; communication; frankluntz; luntz

Ironically, NPR is promoting his book, Win, when that organization is headed by a bunch of losers.

Has anybody ever read any of this guy's books? Good or bad?

I'm always looking to bone up my communications skills.

1 posted on 03/09/2011 2:16:35 PM PST by winstonwolf33
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To: winstonwolf33

Hopefully Frank can makes enough money on the book that he will be able to afford a decent wig. Bald is beautiful!


2 posted on 03/09/2011 2:19:30 PM PST by John in Wisconsin
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To: winstonwolf33

Bill Clinton won in 1992 because of the Humuculus.


3 posted on 03/09/2011 2:23:18 PM PST by samtheman
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To: samtheman

whoops.... Homunculus


4 posted on 03/09/2011 2:24:21 PM PST by samtheman
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To: winstonwolf33
How to make shiny hooks for stupid fish
5 posted on 03/09/2011 2:24:31 PM PST by de.rm (Better mad with the rest of the world than wise alone.)
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To: winstonwolf33

I feel your disdain.


6 posted on 03/09/2011 2:24:48 PM PST by lbryce (BHO:Satan's Evil Twin)
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To: winstonwolf33

Ross Perot and “Read my lips”. Nothing more and nothing less.


7 posted on 03/09/2011 2:26:02 PM PST by gov_bean_ counter (I am declaring 2011 the year of ME.)
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To: winstonwolf33
According to Republican strategist Frank Luntz, Bill Clinton won the presidency in 1992 "because he, more than any other political figure, understood what was happening in the country at that time, and had an innate ability to communicate it right back."

No, that would be James "Serpent Head" Carville: "It's the economy, stupid."

8 posted on 03/09/2011 2:26:04 PM PST by E. Pluribus Unum ("If they bring a knife to the fight, we bring a gun." -- Barry Soetoro, June 11, 2008)
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To: lbryce

I reject the Frank Luntz approach which consists of identifying buzzwords by trial-and-error and those ridiculous ‘reaction meters’ that would embarrass a Scientologist.

Facts, truth and decisive action, not cliches, win the war against those who erode our freedoms.

I have no desire to see Republicans, Tea Partiers, Conservatives, etc. emulate the barking seals that attend Dem rallies and vote for same.


9 posted on 03/09/2011 2:28:16 PM PST by relictele
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To: winstonwolf33

Clinton won because of Perot.


10 posted on 03/09/2011 2:28:20 PM PST by pallis
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To: winstonwolf33
Bill Clinton won the presidency in 1992 "because he, more than any other political figure, understood what was happening in the country at that time, and had an innate ability to communicate it right back."

I get so tired of the perception (revisionist history) that Clinton was some sort of wonder. He won election twice because of Republican "Moderate" candidates.

11 posted on 03/09/2011 2:30:58 PM PST by Rational Thought
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To: relictele
Facts, truth and decisive action, not cliches, win the war against those who erode our freedoms.

Oh how I wish that were so. Luntz has made a career out of promoting the idea that elections are won on buzzwords and "feelings." He makes me cringe. Even if he's ostensibly helping candidates I believe in, it's so transparent that I think someday it'll all come crashing down.
12 posted on 03/09/2011 2:31:56 PM PST by whattajoke (Let's keep Conservatism real.)
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To: whattajoke

Luntz deals with facts. He reads how people respond to stimuli. We aren’t going to win any election if our facts don’t touch people in the right way.


13 posted on 03/09/2011 2:34:31 PM PST by jimfree (In 2012 Sarah Palin will continue to have more relevant quality executive experience than B. Obama.)
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To: jimfree

I bought his previous book (Words that Work) several years ago. It was brilliant. I will likely buy this book.


14 posted on 03/09/2011 2:35:42 PM PST by jimfree (In 2012 Sarah Palin will continue to have more relevant quality executive experience than B. Obama.)
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To: jimfree

Did his words work?


15 posted on 03/09/2011 2:37:30 PM PST by winstonwolf33
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To: winstonwolf33
Dr. Luntz seems to know his business and I respect him for that. But the focus groups which he selects always seems to have a massive over representation of the soulless, the clueless, the empty headed mush brains and those totally lacking in core values.

The sad thing about it is that I don't think it is sampling bias, it is just harsh reality.

The uncanny thing is that Luntz has a talent for asking the right questions and the focus group results are generally reflected in the next election.

Let's just say his track record is a whole lot better than Dick Morris.

16 posted on 03/09/2011 2:38:23 PM PST by Vigilanteman (Obama: Fake black man. Fake Messiah. Fake American. How many fakes can you fit in one Zer0?)
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To: winstonwolf33
Bill Clinton won the presidency in 1992 "because he, more than any other political figure, understood what was happening in the country at that time, and had an innate ability to communicate it right back."

This is a pathology called "lying".

17 posted on 03/09/2011 2:42:08 PM PST by Dr. Sheldon Cooper (The truth can indeed be a finger-down-the-throat for those unprepared to hear it.)
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To: winstonwolf33

Winston—You should like that 1984 reference.


18 posted on 03/09/2011 2:44:44 PM PST by 9YearLurker
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To: winstonwolf33

LOL! He has inadvertently benefited from Charlie Sheen’s use of the word.


19 posted on 03/09/2011 2:47:04 PM PST by Brett66 (Where government advances, and it advances relentlessly , freedom is imperiled -Janice Rogers Brown)
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To: winstonwolf33

Interesting coincidence the title of this book, “WIN” and the already overused new Sheenism, “Winning!”


20 posted on 03/09/2011 2:48:02 PM PST by Blue Highway ("Judge me by the people with whom I surround myself" Barack Obama, Oct 15, 2008 Presidential debate)
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To: 9YearLurker
Whaaaat! I'm a HUGE fan of 1984. :-) And as for Room 101? I know some people I'd love to toss in there. >:)
21 posted on 03/09/2011 2:49:54 PM PST by winstonwolf33
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To: winstonwolf33

Luntz was interviewed on Michael Medved’s radio show today. He said that of the potential GOP presidential hopefuls for 2012, only Chris Cristie uses all of his six principles.


22 posted on 03/09/2011 2:50:38 PM PST by Fiji Hill
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To: Brett66

Most likely not, but perhaps Sheen read an advanced copy of WIN right before his firing, and it changed his whole philosophy of life to the point that “winning” is his new way of life.


23 posted on 03/09/2011 2:50:50 PM PST by Blue Highway
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To: John in Wisconsin

How to win? Don’t listen to Frank Luntz.


24 posted on 03/09/2011 3:07:55 PM PST by heye2monn
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To: Rational Thought

The first time he won was with only 43% of the vote, less than Dukakis lost by in 1988. The second time he again failed to top 50%. I hardly call that a brilliant political campaign. And that was against Bob Dole, who, IMO, is in a tie for worst Republican candidate with John McCain.


25 posted on 03/09/2011 3:30:00 PM PST by murron (Proud Mom of a Marine Vet)
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To: winstonwolf33
Did his words work?

They have actually.

26 posted on 03/09/2011 3:34:50 PM PST by jimfree (In 2012 Sarah Palin will continue to have more relevant quality executive experience than B. Obama.)
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To: winstonwolf33

I travel 45 weeks a year of which about 35-40 are in the US, and the first thing I do when I get a rental car is run the radio down to the left side to find NPR. It’s a bit of welcome routine in a lifestyle in which I often find myself in unfamiliar surroundings. I heard this interview as well as an appearance on the Diane Rehm Show in which he handled himself quite well against Ms. Rehm and her democrat strategist guest. I like Frank, I think he expresses himself well and is insightful except that I agree with previous posters that Ross Perot caused Clinton’s election. No one was more surprised than Bill Clinton on election night.


27 posted on 04/14/2011 9:02:25 PM PDT by onehipdad (A great deal of intelligence can be invested in ignorance when the need for illusion is deep. - S.B.)
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