Find the best quotes by Frank Luntz.
When I started in this business, everybody said the Democrats were the better communicators because they sounded like social workers, and Republicans were awful because…
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;…
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…
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…
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…
The advantage of working for a corporation is that it has only one message, because a product or a service doesn’t speak; it’s just there,…
We as Americans assume that big companies are bad, and big power companies are even worse.
The fundamental problem for Republicans when it comes to the environment is that whatever you say is viewed through the prism of suspicion.
Traditional market researchers are cold and calculating and scientific.
Politics is gut; commercials are gut.
Sound science must be our guide in choosing which problems to tackle and how to approach them.
My job as a pollster is to understand what really matters.
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…
How I say it has as much of an impact on what people think of me as what I say.
In fact, in more cases than not, when we are rational, we’re actually unhappy. Emotion is good; passion is good. Being into what we’re into,…
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.
What matters most in politics is personality. It’s not issues; it’s not image. It’s who you are and what you represent.
If you’re a good numbers person, you’re a bad language person.
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…
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…
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