A compelling story, even if factually inaccurate, can be more emotionally compelling than a dry recitation of the truth.
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
How I say it has as much of an impact on what people think of me as what I say.
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
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
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
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
If you're a good numbers person, you're a bad language person.
Frank Luntz
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
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
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
My job as a pollster is to understand what really matters.
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
People like me have to have the discipline only to work for clients, corporations, political people, products, services, networks that we believe in and we want to see succeed.
Frank Luntz
Politics is gut; commercials are gut.
Frank Luntz
Preserving parks and open spaces is a winner because it doesn't need to be explained to everyday Americans.
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
So often corporate America, business America, are the worst communicators, because all they understand are facts, and they cannot tell a story. They know how to explain their quarterly results, but they don't know how to explain what they mean.
Frank Luntz
Some people call it global warming; some people call it climate change. What is the difference?
Frank Luntz
Sound science must be our guide in choosing which problems to tackle and how to approach them.
Frank Luntz
Related Authors
Benjamin Franklin, Ron Paul, Newt Gingrich, Rick Santorum, Robert Kennedy, Mitt Romney, Alexander Hamilton, Shirley Chisholm, Adlai E. Stevenson
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