DALLAS — “You know people don’t like trucks,” said Frank Luntz to Commercial Vehicle Outlook Conference (CVOC) attendees back in August, “but think about what is inside that truck?”
Frank Luntz, is an American political consultant, pollster, and Republican Party strategist. His company, Luntz Global, works to create messages and manage images for both commercial and political clients. Think “oil drilling” versus “energy exploration” or “global warming” versus “climate change.”
And, in addition to some insights into the upcoming U.S. presidential election, Luntz shared some expert advice with the trucking industry.
“If the truck is carrying a flatscreen TV, or something that is carrying your Christmas gifts, that’s an amazing thing. And if the truck can get there more efficiently, that’s an amazing thing — it’s an emotional thing.”
It’s all in the words you use, Luntz said. Or don’t use, depending on how you look at it.
“You guys talk about improving the ‘business climate’ when you should be talking about ‘improving the economy,'” Luntz stressed.
Another example: “If you’re on the side of ‘relaxing environmental standards’, you’re done. If you’re on the side of ‘relaxing government regulations’, you’re good. But the two are the same. “
Luntz told the audience to “believe in better: a better method, a better answer, a better result.”
“No excuses,” he said. “You’re important to the economy, but you need to communicate it and message it better than you are, and you’ll get the public on your side.”
According to Luntz, this is what the public wants from trucking industry:
That is your most important attribute, Luntz said.
“Right now we assume you don’t have it, but we want you to get it back.”
Respect Employees and Individuals:
Everybody wants respect, Luntz said.
Focus on the Future:
“The transportation industry has not done an effective job of creating visions of how good things can, and will be, if things change.”
“Nothing more than what you promised, but nothing less.”
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