Frank Luntz quotes - page 2

We as Americans assume that big companies are bad, and big power companies are even worse. (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. View quote
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. View quote
Frank Luntz
There are words that work, that are meant to explain and educate on policies that work, on products that work, on services that work. I'm not going to ever try to sell a lemon. I don't do that. View quote
Frank Luntz
We decide based on how people look; we decide based on how people sound; we decide based on how people are dressed. We decide based on their passion. View quote
Frank Luntz
The challenge in working in politics, particularly if you're working for a political party, is that everyone's a messenger. View quote
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. View quote
Frank Luntz
My job as a pollster is to understand what really matters. View quote
Frank Luntz
It's not what you say, it's what people hear. View quote
Frank Luntz
We are so divided, and we recognize that we're divided, that we're looking for ways to come together. View quote
Frank Luntz
You cannot lie ever, because a lie destroys the credibility of the product, and credibility is more important than anything. Credibility's even more important than clarity. (Frank Luntz)
People want to be inspired. They want to aspire to something. ... You can have the best product, the best service, the best argument in a debate. But without the effective words you still lose. In the end you need good principles and good language if you are to succeed. View quote
Frank Luntz
Anything that causes you to doubt, to raise either objections or just concerns about it - and they always put the information right at the bottom of the screen so you can't really read it - every time you see a company do that, the ad becomes less effective. The communication becomes less effective. View quote
Frank Luntz
My father was a dentist, and I always thought that he was one of the 10. It's an interesting way to personalize and humanize, which is one of the most important aspects of communication. View quote
Frank Luntz
What the people now respond - and the goal of those ads is to merely get the name of the medication into the minds of the consumers so that they will ask their doctor about it. That's the whole goal. View quote
Frank Luntz
Nobody wants to hear about process. They want to hear about results. They want to be inspired. They want to aspire to something. And so often in our communication, we will explain why - sorry, we will explain how but not why. View quote
Frank Luntz
By the way, for those who are listening, I absolutely define - I have a face for radio. Unfortunately, I've got a voice for print. So I apologize for the sandpaper you're listening to. View quote
Frank Luntz
The public wants to know why or why not. They don't want to know how you're going to do it. View quote
Frank Luntz
"Win" is about the specific use of specific words to connect you to your employer or employees, politicians to voters - and frankly, to help people win debates, have discussions, and improve the level of communication. View quote
Frank Luntz
It applies even more to politicians because they are living, breathing embodiments of the language that they use. And it's why how you start the conversation, and how you end it, matters so much. View quote
Frank Luntz
When you're selling a product or service, you don't have - it doesn't have to be absolutely perfect, although I've provided language that is. When you're a politician, one wrong word changes the entire - changes the meaning of something. (Frank Luntz)
If you're fighting against a minimum wage increase, you're fighting an uphill battle, because most Americans, even most Republicans, are okay with raising the minimum wage. View quote
Frank Luntz
The second most important attribute of winners, after understanding the human dimension, is knowing what questions to ask, the rhetorical nature. View quote
Frank Luntz
The most powerful visual in America today is actually the Statue of Liberty. View quote
Frank Luntz
When you say: The simple truth is this, and then you pause, and then you finish the sentence, people stop, and they think specifically about what you're saying. And it's, in essence, trying to boil it down to something that's very understandable and meaningful. View quote
Frank Luntz