(June 3, 2011) Dr. Frank Luntz, internationally recognized communications expert, political pollster and bestselling author, presented insights on the sentiments and desires of Americans at the California Chamber of Commerce Business Summit this week.

Dr. Frank Luntz

Luntz used humor and diagrams to illustrate key messages as he moved among the seated guests, intermittently asking questions of audience members.

During his presentation on June 1, Luntz revealed that Americans feel they are less free now than in the past and don’t feel the American dream is alive. Moreover, about half of Americans say the best times are behind them. Although most Americans feel they are better off than their parents were, most feel that their children will be worse off than they currently are.

At the moment, Americans are shouting for stability and opportunity, Luntz said. And public confidence in government and corporations is vanishing.

Communication

To work against this distrust, Luntz stressed the importance of effective communication. Oftentimes executives create a disconnect with the public, hiding behind podiums and prepared speeches, he said. Instead, Luntz suggested executives interact with the public and their audiences by moving around and discarding written speeches.

Luntz also encouraged chambers and businesses to think about what marketing graphics or images they are sending out to their target audience. For example, Luntz said the image that makes Americans feel good about education is a child in a classroom, with hand eagerly raised. On the other hand, a photo of a child with his head down on his desk sends a negative message, he commented; it gives the sense that the child is bored and disengaged from the classroom.

Along this same vein, phrases or words also can have a negative or positive impact on people. Luntz asked the audience to consider “oil drilling” versus “energy exploration.” Although most Americans are against more oil drilling, he said, they are in favor of energy exploration.

Similarly, the words a company uses can change the perceptions about it. Luntz encouraged the use of phrases such as “no excuses,” “I get it,” “the simple truth” and “if you remember only one thing,” to effectively communicate and ensure that the audience listens and remembers what is said. For example, he said, when the phrase “if you remember only one thing” is used, most audiences will remember what is said in that sentence.

Other phrases Luntz suggested using included: “let’s get it done,” which shows that the speaker understands and is working toward a solution; “no fine print,” which shows that what is said is not misleading or false; “imagine,” which allows the listener to consider how life can be different and allows the speaker to paint vivid pictures of how it can be; and “accountability,” which demonstrates that the speaker can provide measurable results.

Luntz’ latest book, released in March, is Win: The Key Principles to Take Your Business From Ordinary to Extraordinary.

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