Quotes by: Frank Luntz

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It is acceptable to bring someone to tears if it explains to them in an emotional way why a product, a service, or a candidate is the right person, is the right thing to do.
Frank Luntz
What matters most in politics is personality. It's not issues; it's not image. It's who you are and what you represent.
Frank Luntz
Republicans use think tanks to come up with a lot of their messages. The think tanks are the single worst, most undisciplined example of communication I've ever seen.
Frank Luntz
It's all emotion. But there's nothing wrong with emotion. When we are in love, we are not rational; we are emotional. When we are on vacation, we are not rational; we are emotional.
Frank Luntz
We as Americans assume that big companies are bad, and big power companies are even worse.
Frank Luntz
A compelling story, even if factually inaccurate, can be more emotionally compelling than a dry recitation of the truth.
Frank Luntz
I've done reasonably well over the last 10 years because I took the strategy of language and politics and applied it to the corporate world, which has never been done before.
Frank Luntz
Sound science must be our guide in choosing which problems to tackle and how to approach them.
Frank Luntz
So often corporate America, business America, are the worst communicators, because all they understand are facts, and they cannot tell a story. They know how to explain their quarterly results, but they don't know how to explain what they mean.
Frank Luntz
We as Americans and as humans have very selective hearing and very selective memory. We only hear what we want to hear and disregard the rest.
Frank Luntz
There's a lot of money with a lot of big law firms that have a tremendous amount at stake by getting the right language to convince the right jury that my client is either innocent or that the opposition is guilty.
Frank Luntz
The principles behind explaining and educating the product or the elected official is similar, even though the actual execution of it is very, very different.
Frank Luntz
Words can sometimes be used to confuse, but it's up to the practitioners of the study of language to apply them for good and not for evil. It is just like fire; fire can heat your house or burn it down.
Frank Luntz
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