How to win with smart messaging

Listen to Talk of the Nation’s interview with Frank Luntz, author of Win, a new book about how critical smart messaging is to businesses and politicians and the importance of language in copywriting and advertising. Here’s an excerpt:

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.

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. In the end you need good principles and good language if you are to succeed.”

As a copywriter, I couldn’t agree more, regardless of who is delivering the message.