Frank Luntz quotes

A compelling story, even if factually inaccurate, can be more emotionally compelling than a dry recitation of the truth. (Frank Luntz)
Traditional market researchers are cold and calculating and scientific.
Frank Luntz
Some people call it global warming; some people call it climate change. What is the difference?
Frank Luntz
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 suffering. That's not what the American people want to hear.
Frank Luntz
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 think. I can change how you think, but how you feel is something deeper and stronger, and it's something that's inside you.
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
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
The fundamental problem for Republicans when it comes to the environment is that whatever you say is viewed through the prism of suspicion.
Frank Luntz
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 of history.
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
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 work apart. (Frank Luntz)
There's a problem with political polling in that you have so much pressure to do what your client wants you to do and say what your client wants you to say. I've never felt that pressure. I am independent of the political parties.
Frank Luntz
If you're a good numbers person, you're a bad language person.
Frank Luntz
Preserving parks and open spaces is a winner because it doesn't need to be explained to everyday Americans.
Frank Luntz
The Republican National Committee hired me, and they hired me because they wanted someone who could look members straight in the eye and tell them the truth.
Frank Luntz
Writing a book is the most difficult, anxiety-prone aspect of my life because the words that I put on paper are very serious to me.
Frank Luntz
The way you communicate an idea is different than the way you communicate a product.
Frank Luntz
We will be far more effective as communicators when we acknowledge our mistakes, and then we try to make them up.
Frank Luntz
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 cannot talk their way out of a paper bag and don't care to.
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
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)
Politics is gut; commercials are gut.
Frank Luntz
How I say it has as much of an impact on what people think of me as what I say.
Frank Luntz
One of the things that you have trouble with politicians, particularly in Washington, is when you get mad at them and you can't touch them; you can't punch them; you can't yell at them.
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