Frank Luntz is a corporate consultant, pollster and political consultant to Republicans. His specialty is in messaging and finding the right words to help his clients sell their products or turn public opinion on an issue or a candidate. In a fascinating interview on Frontline, Luntz made some interesting observations about the impact of language.
He noted that “80 percent of our life is emotion, and only 20 percent is intellect.” The adept use of language can leverage our emotions and change the way we perceive services and products. He gave an example involving the unsuccessful attempts to eliminate the estate tax. Efforts to do so were ineffective because “estate tax” was associated with wealthy people. By describing it as a “death tax,” even though nothing else had changed, public support shifted markedly.
It’s now time to apply the same principles and redefine “smart money.”
The current definition is flawed
Read the rest of the article at The Huffington Post.