Frank Lutz is an American pollster with Republican leanings, and the author of Words That Work: It’s Not What You Say, It’s What People Hear.

Recently, he came out with the 11 most convincing lines used by politicians in 2011:

• Imagine: Still the most powerful word since it is inspiring and motivating and because it has a meaning that is personal to each of us.
• No excuses: In the sense of “I assume responsibility”.
• I get it: In addition to “I understand”, it also means that the person using this expression intends to work at resolving the situation.
• If you only remember one thing: this, according to him, is the best way of ensuring that people remember your key message.
• Uncompromising integrity: Integrity is important. But it’s not enough. You’d have to add the notion of inflexibility.
• The simple truth: One of the pet expressions of casino magnate Steve Wynn, it is useful for establishing the boundaries of the upcoming discussion.
• Believe in better: Such is the corporate mission of the British satellite firm of BSkyB (owned by Rupert Murdoch’s News Corp) as well as the second most popular mission of all Fortune 100 companies.
• Real-time: This refers to the speed with which politicians should commit to providing all information of public interest.
• You decide: Too many decisions are beyond our control; to be told that we are responsible would give us the impression that we are reclaiming control of our destiny.
• You deserve: Such was the signature line of Tim Kaine (now President of the Democratic National Council) in his speech responding to George W. Bush’s 2006 State of the Union address.
• Let’s get to work: This is how Florida governor Rick Scott wrapped up his speeches during the election campaign. A great way to motivate the troops!