Frank Luntz Quotes

42 quotes in 616 categories

• I don't understand why people whose entire lives or their corporate success depends on communication, and yet they are led on occasion by CEOs who…
• Some people call it global warming; some people call it climate change. What is the difference?
• Eighty percent of our life is emotion, and only 20 percent is intellect. I am much more interested in how you feel than how you…
• A compelling story, even if factually inaccurate, can be more emotionally compelling than a dry recitation of the truth.
• 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…
• It's not what you say, it's what people hear.
• I have seen how effective language attached to policies that are mainstream and delivered by people who are passionate and effective can change the course…
• 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…
• If you're a good numbers person, you're a bad language person.
• There are people still in the Republican Party that I believe practice the communication of anger, of disappointment, of regret, of pain, of sorrow, of…
• 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.
• 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…
• Preserving parks and open spaces is a winner because it doesn't need to be explained to everyday Americans.
• The way you communicate an idea is different than the way you communicate a product.
• 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,…
• What matters most in politics is personality. It's not issues; it's not image. It's who you are and what you represent.
• Traditional market researchers are cold and calculating and scientific.
• The eureka moment is two reasons why the output-based standard should be adopted: common sense and accountability. Input-based standards don't encourage energy diversity; they don't…
• Ideology and communication more often than not run into each other rather than complement each other. Principle and communication work together. Ideology and communication often…
• 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…

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