Frank Luntz: How To 'Win' With Smart Messaging

npr (!) ^ | March 8, 2011 | Neal Conan

[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

[winstonwolf33]

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.

[John in Wisconsin]

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

[samtheman]

Bill Clinton won in 1992 because of the Humuculus.

[samtheman]

whoops.... Homunculus

[de.rm]

How to make shiny hooks for stupid fish

[lbryce]

I feel your disdain.

[gov_bean_ counter]

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

[E. Pluribus Unum]

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."

[relictele]

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.

[pallis]

Clinton won because of Perot.

[Rational Thought]

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.

[whattajoke]

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.

[jimfree]

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.

[jimfree]

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

[winstonwolf33]

Did his words work?

[Vigilanteman]

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.

[Dr. Sheldon Cooper]

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".

[9YearLurker]

Winston—You should like that 1984 reference.

[Brett66]

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

[Blue Highway]

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