BFE keynote presenter Frank Luntz gave the audience some quotable gems during his session on Sunday. In case you missed 'em, here they are:

"Don't say 'metrics;' say 'results.' Metrics doesn't mean anything to people; results does."

"[According to a poll], more people would rather have their wallet/purse stolen (50%) than be audited by the IRS (45%). The remaining 5% say there's no difference."

"Repeat your messages over and over and over again. Because right whn you get sick of repeating it, that's the first time people start listening."

"Put a graphic on ever page [of benefits communications.] If you do, employees are 60% more likely to read that page."

"A Q&A format is the best way to communicate information. And the questions are just as important as the answers."

On consumer-driven health plans: "The word 'consumer' connotes a dollars and cents relationship. Say 'employees' more than consumer [to connote a personal relationship."

"Words matter. You can put all the effort you want into policies, but it's the words you use that have the biggest impact."

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