Frank Luntz famous quotes

05-16-2025

It's not what you say, it's what people hear.
-- Frank Luntz

#People
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

#Congratulations #Communication #People
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

#Years #Done #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.
-- Frank Luntz

#What Matters #Issues #Personality
Traditional market researchers are cold and calculating and scientific.
-- Frank Luntz

#Cold
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 create any incentives; they don't produce solar, hydro, nuclear.
-- Frank Luntz

#Two #Common Sense #Diversity
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

#Running #Communication #Working Together
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

#Emotional #Tears #Way
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.
-- Frank Luntz

#Trying #Policy #Educate
Politics is gut; commercials are gut.
-- Frank Luntz

#Guts
Winners know what makes people tick by effectively tapping into our fears and aspirations. By listening very carefully and then repeating almost word-for-word exactly what they've heard, winners know how to articulate compelling needsâ€”and products to satisfy those needsâ€”that people didn't even know they wanted.
-- Frank Luntz

#People #Listening #Needs
Most voters would rather have their purse or wallet stolen than be audited by the IRS.
-- Frank Luntz

#Irs #Voters #Purses
The way you communicate an idea is different than the way you communicate a product.
-- Frank Luntz

#Talking #Ideas #Different
Preserving parks and open spaces is a winner because it doesn't need to be explained to everyday Americans.
-- Frank Luntz

#Space #Everyday #Needs
Some people call it global warming; some people call it climate change. What is the difference?
-- Frank Luntz

#Differences #People #Climate
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

#Thinking #Stronger #How You Feel
A compelling story, even if factually inaccurate, can be more emotionally compelling than a dry recitation of the truth.
-- Frank Luntz

#Stories #Dry #Compelling
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. When we are happy, we are not [rational]. 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, provided that it's a healthy pursuit, it's a good thing.
-- Frank Luntz

#Passion #Emotional #Vacation
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

#People #Passionate #Language
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

#Emotional #Vacation #Emotion
If you're a good numbers person, you're a bad language person.
-- Frank Luntz

#Numbers #Language #Persons
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

#Pain #Disappointment #Regret
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

#Principles #Different #Execution
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

#Communication #Thinking #Tanks
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

#Lying #Important #Clarity

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