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The saints have always been the source and origin of renewal in the most difficult moments in the Church's history.

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Frank Luntz

There are certain aspects, and there are - there are 15 attributes of winners and winning slogans. "Which side are you on" sounds divisive, that you're on one side or the other, at a time when we actually want universality. We want unanimity.

Divisive, Sound, Time, Unanimity, Want, Winning
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Most voters would rather have their purse or wallet stolen than be audited by the IRS.

Irs, Purse, Purses, Voters, Wallet

Winners know what makes people tick by effectively tapping into our fears and aspirations. By listening very carefully and then repeating almost word-for-word exactly what they've heard, winners know how to articulate compelling needs—and products to satisfy those needs—that people didn't even know they wanted.

Effectively, Listening, Needs, People, Products

Politics is gut; commercials are gut.

Commercials, Gut, Guts, Politics

The visual is important. "Let's get to work" says let's get it done, and that's what they want.

Done, Important, Says, Visual, Want, Work

There are words that work, that are meant to explain and educate on policies that work, on products that work, on services that work. I'm not going to ever try to sell a lemon. I don't do that.

Educate, Explain, Lemon, Policy, Trying
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