2010 Affiliate Summit East – Frank Luntz Keynote

Affiliate Summit East opened today with a keynote from Frank Luntz, one of the most honored communication professionals in America. Time magazine named Frank one of “50 of America’s most promising leaders aged 40 and under” and he is the “hottest pollster” in America according to The Boston Globe.

Frank is the author of the much acclaimed Words that Work: It’s Not What You Say, It’s What People Hear. The book delves deeply into the art and science of language creation, examining how the simple choice of words can change the course of history.

Frank’s keynote centered around the words and phases that people react to. For example, people rather have peace of mind instead of security even though they are pretty much the same thing. Frank also showed how wording a question a certain way can greatly affect the outcome. The best example was a chart showing that 57% of respondent are against more funding for welfare but 73% would support more funding to help the poor. Gee, I wonder what welfare was for?

As an affiliate, Frank’s keynote was extremely useful. I now know the 21 words for the 21st century. If you guy start buying stuff from me but have no idea why you did it, now you do!

ASE Keynote

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ASE Keynote

ASE Keynote


16 thoughts on “2010 Affiliate Summit East – Frank Luntz Keynote”

  1. Tyga Lyrics says:

    Sweet thanks for the list John!

    1. d3so says:

      I saved that image of the 21 words. It’ll be useful when building campaigns.

      1. Yeah that 21 words for the 21st century is pretty amazing.

        1. I feel like that list of 21 words are the ones I ALWAYS hear coming out of politicians’ mouths. I guess they know how to market themselves right?

  2. Jason says:

    Thats absolutely true! The words that we use in our communications will determine the outcomes that we get.

    What you are talking about here can be applied to all different areas of life. From Sales, relationships, and basically anything that deals with persuading someone else.

    We also see this science used in a lot of the sales pages that we see when we click on an affiliate link. The really smart salesperson knows how to use words effectively to get you to buy their services or products.

    Before designing your sales pages, it would be a good idea to pick up a book on writing effective web copy, then you will know how to reach your prospects on a psychological level.

    1. Bidet says:

      Yea using the correct words and phrases will go a long way in convincing your potential clients to buy something. Its all how you word and pitch your idea.

  3. You are a good photographer.Also thanks for the list.

  4. d3so says:

    It’s “peace of mind” not piece or peas 😉

    1. Tyga Lyrics says:

      Amazing now go compete in a Spelling Bee

      1. I see it spelled correctly in the post. In any case it’s a cheap shot to be pointing out an occasional typo. John’s spelling is pretty good overall and even it it wasn’t (correct form is weren’t in case you want to correct me), is it really that important?

        People read his blog for what he has to say. In addition to that right now he’s at a life event and sharing amazing stuff virtually in real time.

        There is a place for correcting peoples’ spelling but I don’t think this is it.

        1. Dino Vedo says:

          Yes but D3so is his editor! 😉

  5. Bob says:

    I wish I was there.

  6. Looks like a pretty teched out convention. I see a lot of people with laptops. Are iPads a popular choice there too John???

  7. He got me fired up with the set your monthly income and weekly work schedule and achieve it talk.

  8. Krystle says:

    Thanks for the tip, and showing the 21 words for the 21st century here. I agree, choice of words is really important especially now when people are really sensitive about language.

  9. Bidet says:

    Looked like a great lecture, that list of 21 words is pretty useful and will come in handy when building campaigns.

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