by Frank I. Luntz
GLENN: 888 727 BECK. Frank Luntz, what are you a doctor of, Frank?
LUNTZ: Doctor of philosophy from Oxford University.
GLENN: So you can't work on my feet. If my foot hurts, you can't help me on that?
LUNTZ: No, but I can probably prescribe a book for you to read.
GLENN: About feet or something else? Name one right off the top of your head that you might think is great.
LUNTZ: A book that I might think is great.
GLENN: Off the top of your head, quick!
LUNTZ: The book on Saturday Night Live.
GLENN: A book on Saturday Night Live?
LUNTZ: You know what?
LUNTZ: Because it's culture. It affects what happened in Saturday Night Live killed Sarah Palin. We think, will with, it's just entertainment.
GLENN: I give an author the perfect golden opportunity to say, here, here, here, Pat, you play
PAT: All right, for you?
GLENN: So Frank, are you a doctor? You say?
PAT: Yeah, uh huh.
GLENN: What kind of doctor are you?
PAT: A good one.
GLENN: A good one? Okay. And can you think of a book that would help my foot?
PAT: Yeah. Mine.
GLENN: Which one?
PAT: You know, the one that's... What Americans Really Want?
GLENN: You know that one?
PAT: What Americans Really Want.
GLENN: That's what you do, Frank. It's not that hard.
LUNTZ: I actually have prepared. I didn't need to plug it right then.
GLENN: You got a plug coming?
LUNTZ: I got eight plugs coming.
GLENN: Eight plugs?
LUNTZ: Because I got the language you are looking for, for everyone who attends another town hall meeting.
GLENN: It's like, you know, it's amazing. It is like, you know, book plugs for men, which is kind of like hair plugs for men or whatever it is. Okay, so Frank, here's the thing. I just looked down at my screen just a second ago. I see Susan in Illinois, Elizabeth in Georgia, trees in Orlando, Beth in Oklahoma City, Lauren in Virginia. They are all moms and they are all calling to say, you know, that show on Friday woke me up, I saw it, et cetera, et cetera and there was a call yesterday that came in, asamom.org. Somebody was watching the show and they said moms are going to be the answer on this. We have to organize and help each other, and they are. It's amazing what's happening from Friday's show, which you were a part of on last Friday.
LUNTZ: And one of the things we've learned in the research that went into What Americans Really Want Really is that it's the most popular, respected occupation of any.
GLENN: That was plug number one.
LUNTZ: More than doctors, more than obviously lawyers, more than ministers and preachers. Being a mom is the most respected among all of America.
GLENN: I was talking to somebody last night, Frank, and I said I think that moms are going to be the key here because you can't take I mean, how do you paint a mom as a hate monger. How do you paint a mom as a terrorist? How do you paint a mom as somebody that's out of control? You can't. I mean, these are people who just care about their children and are trying to protect their children's future.
LUNTZ: And their children come before politics. Their children come before ideology so that they are pure in standing up and saying, "I don't like what's happening in Washington."
PAT: Frank, when people go to these tea parties and rallies and, you know, the healthcare town halls, wherever else they go to express themselves, what is a good thing to have on their because they are getting hammered so hard in the media that anything they put is incendiary or they are inciting hatred, look how stupid they are, look how extreme. What should they be writing on their signs?
LUNTZ: Okay, here you go. I encourage everyone, I'm going to stall for 10 seconds so that people can get a pen and paper.
GLENN: What's the name of your book?
LUNTZ: What Americans Really Want Really. The Truth About Our Hopes, Dreams and Fears.
PAT: So there's two real Is in there?
LUNTZ: Yes. And I did that deliberately.
PAT: Really? Really?
LUNTZ: Because it's not what the media says matters. It's what people themselves have said matters.
GLENN: All right. So Frank, what should people have on their signs?
LUNTZ: Number one is a single word, the most powerful word in the English language and it's only three letters long. What do you think it is?
LUNTZ: No, that's four.
LUNTZ: Help has four letters, also.
GLENN: See, you drop the E. I don't know. What?
LUNTZ: Why. Why, with a question mark. And you'll find the reason for why on Page 117.
GLENN: Okay, hang on just a second. Hang on just a second. Is that, Frank, why the show has taken off on television because I've just been saying these are just honest questions, I just want to ask honest questions. Why is this happening? How is this happening? Who put this person there? Is that what it is?
LUNTZ: You ask rhetorical questions that 80% of Americans answer in the affirmative and you ask it in such a way, why is why the word "Why" is so powerful that we're answering it for you. We affirm you, you affirm us and it makes the perfect connection. And that's why people watch and they come back again and again.
PAT: Really? See what I did there?
GLENN: You only did one really.
PAT: I just did the one.
PAT: I didn't have two in me that time.
GLENN: All right. Go ahead.
PAT: What would be another one?
LUNTZ: And the explanation for why is Page 117 of What Americans Really Want Really.
LUNTZ: Number two, accountability why not? Once again you ask it in terms of a question, and accountability is the number one attribute that Americans want in their government, and they think it's missing. And when a policy
GLENN: I have to disagree with you. I don't think Americans think it's missing. They know it's missing. They know accountability's missing. I'm sorry. I nitpick. Go ahead.
LUNTZ: Okay. Number 3, and this is the only one that doesn't refer to What Americans Really Want Really.
LUNTZ: Before you sign it, read it.
PAT: I like that one.
LUNTZ: And that's brand new. And by the way, each one of these is no more than seven words long. Your signs, the signs are too long.
LUNTZ: Too involved.
LUNTZ: Because when you show it, when it comes on camera, you want someone to look at it and just as you show
LUNTZ: You want them to instantly relate to it and say I get it.
GLENN: So we shouldn't have signs how much does a sign that makes Nancy Pelosi look like a giraffe, how much damage I mean, I haven't seen that one, but you could. They have these signs where they are making people look funny, et cetera, et cetera. Those help or hurt?
LUNTZ: Can I give you a phrase, don't get mad, don't get even. Get ahead. Why do a sign that makes you feel good but doesn't bring anyone in, that doesn't convince anyone? To me those signs are so powerful because they are handmade. It's not like at these Obama rallies where they hand out these expensive
GLENN: No, those are made by union members. No, seriously they did unions, they got the unions. Those created jobs.
PAT: There's nothing more grassroots than unions.
GLENN: Those help to stimulate the economy. Your little homemade sign, there should be a law against that. Anyway, go ahead.
LUNTZ: By the way, we asked the question. 15 different institutions, which one matters most to the future of America? Unions came in dead last.
GLENN: Dead being the operative word there I think, in a lot of people, in a lot of ways. You know what I mean? Or just with very sore legs and kneecaps.
LUNTZ: Next one: Stop four words.
GLENN: Hold on just a second. You are not enjoying this interview, are you, Frank?
LUNTZ: I'm loving this.
PAT: Yes, really?
GLENN: Because I just wondered because really?
GLENN: Because you don't sound like you are enjoying it.
LUNTZ: I'm speaking to millions of people.
LUNTZ: And I'm hoping that I'm convincing enough and that you'll sell it after I'm done that these are the right words for the rallies that will make them even that much more powerful.
GLENN: Okay. Hang on just a second. We're going to take a break. We'll be right back with Frank Luntz.
GLENN: 888 727 BECK. Frank Luntz is the author of the book What Americans Really Want Really. He is a pollster. He has done all kinds of research. And Frank, would you say that generally speaking, to use this audience as an example, that we are more in the mainstream or, you know, is what you see in the media more in the mainstream?
LUNTZ: The audience is more in the mainstream in how they think but still you haven't activated enough people in America. When you started this process six months ago, town hall meetings had 50 or 75 people. Three months ago they had 200 people. A month ago they were having 1,000 people and more. And what the media doesn't understand is that this anger and this frustration that's out there, it's not ginned up by some corporation. It's real. It's genuine. And the public is mad. And I'll give you another statistic that you are going to love.
LUNTZ: Live free or die. 88% of Americans believe in the motto of New Hampshire, live free or die. It's
GLENN: How deep do you think that runs? Because we were just talking about that earlier, that I don't care. I really, I just you are going to have to come to a point in your life where you are going to have to make a decision, your back is going to be up against the wall and you are going to have to really say do I believe in freedom or not and you are going to have to stand up. And most times including me, I've sat down and went, just let it pass; I don't want to cause any trouble. We're at that point now where it is live free or die. How deep does that belief is that a bumper sticker or is that deep in America?
LUNTZ: It's deep in America when they feel that they're threatened and for the first time in a long, long time they feel that they're threatened. They feel that their freedom's being taken away and what they are even more concerned about is tomorrow. You've got to understand I'm going to give you my favorite polling question of all time, and this is now a few years old. Do you realize that more people believe in the existence of UFOs than believe Social Security will exist by the time they retire?
LUNTZ: And it's not that they believe in UFOs. It's that they believe Washington has made promises to them they cannot keep. And so if you go to Page 123 in What Americans Really Want Really you've got the next bumper sticker, the next sign at these town hall meetings.
GLENN: Go for it.
LUNTZ: Who will pay for it. And instead of the word "Pay," use dollar signs.
LUNTZ: Who's going to pay for it? Who is going to fund it? And how much is it going to cost?
GLENN: Is that number 5?
LUNTZ: That's number 5, how much will it cost. They are telling us and this is where Obama made a huge mistake. We want politicians who look us straight in the eye and say what they mean and mean what they say.
LUNTZ: Obama does that in the TelePrompTer. What doesn't happen is you can't spend a trillion dollars and tell me it's deficit neutral. Americans don't believe it. It's 4:1 Americans don't believe it.
GLENN: What is the next sign?
LUNTZ: Page 120 from What Americans Really Want Really.
LUNTZ: Don't make promises you can't keep.
LUNTZ: Because it's what Washington everyone in that rally believes that Washington has lied to them.
GLENN: Okay. I've got two minutes. Go ahead, next one.
LUNTZ: I have the right to be heard.
GLENN: Ooh, that's a good one.
LUNTZ: And that one's powerful because we think our elected officials don't respect us anymore. And that's the second highest value after accountability that we're looking from Washington.
LUNTZ: And finally, last one I got for you, and this is for the bigger sign. This is for the 6' 2" or taller guy: The IRS, the post office, Katrina, now healthcare?
PAT: That's good.
LUNTZ: And to expand it. The compassion of the IRS, the efficiency of the post office, the effectiveness of Katrina, and now you want to take over my healthcare? What, are you nuts?
GLENN: Frank, I want to make these signs up. I'd love to have you maybe on the TV show tomorrow. I'm going to make these signs up. Tomorrow I'm going to do more, an update with the moms because the moms are starting to be activated. And so maybe I'll have you on TV and we'll make these signs up and you can explain them.
LUNTZ: I'd love to and I'll make an offer to you. If you need someone to do the messaging for the moms, if they will buy What Americans Really Want Really, they will get the language. If they can't afford it, I'll give it to you for free.
GLENN: Give it to me for free?
GLENN: I can afford it, though. It will be them that can't afford it.
LUNTZ: But I'll give it to you.
GLENN: And I can give it to them?
GLENN: All right. Good. Frank, thank you very much. We'll talk to you tomorrow on the TV show hopefully.
LUNTZ: You got it.
GLENN: The name of the book is What Americans Really Want Really, right?