The proliferation of messages that the voting public is exposed to in the digital age means it has never been more important to use the right slogan or phrase in order to capture people's attention. Over the course of an extraordinary career advising organisations and candidates of all political persuasions, strategist and pollster Chris Bruni-Lowe has developed a clear understanding of what language moves people to action. To that end, he assembled a database comprising 20,000 slogans used in major elections worldwide over the past century, scrutinised the results and assessed all other relevant factors, allowing him to evaluate how effective any slogan is in delivering an election result. This amazing store of information revealed the remarkable fact that over the past 100 years just eight 'hit' words have been central to the successful outcome of most major elections. Based on information produced by his database, plus extensive interviews with more than 100 politicians, advisers, academics, marketing executives and behavioural scientists, this utterly unique book sets out to identify what makes an election slogan successful - according to those who have been involved in creating them and using them. Each chapter focuses on one of the eight words and shows how it has contributed to changing the world. Those who have devised a slogan using one of the eight words will explain how they came up with it and offer their assessment of its effectiveness.