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A compelling story, even if factually inaccurate, can be more emotionally compelling than a dry recitation of the truth.
Frank Luntz
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Frank Luntz
Age: 62
Born: 1962
Born: February 23
Consultant
Political Adviser
Political Pundit
Statistician
Frank Ian Luntz
Truth
Factually
Even
Recitation
Inaccurate
Emotionally
Dry
Compelling
Story
Stories
More quotes by 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
Richard Nixon's career certainly ended in failure but someone who won an election with 60 percent of the vote, won 49 out of 50 states, that makes his -up to that point - incredibly successful. The idea of winning 49 states, incredible.
Frank Luntz
The most powerful call to action of anything that we've ever tested: Let's get to work.I didnt create that phrase. It came from Rick Scott, the current governor of Florida.
Frank Luntz
The visual is important. Let's get to work says let's get it done, and that's what they want.
Frank Luntz
You need good principles and good language if you are to succeed.
Frank Luntz
It's not what you say, it's what people hear.
Frank Luntz
The second most important attribute of winners, after understanding the human dimension, is knowing what questions to ask, the rhetorical nature.
Frank Luntz
Richard Nixon will always go down as a failure because of one stupid, moral - and that goes back to that last chapter, on principles.
Frank Luntz
There are certain aspects, and there are - there are 15 attributes of winners and winning slogans. Which side are you on sounds divisive, that you're on one side or the other, at a time when we actually want universality. We want unanimity.
Frank Luntz
While it is important to trash the governor, it should be done in the context of regret, sadness and balance.
Frank Luntz
Nothing guarantees more applause and more support than the call to abolish the IRS.
Frank Luntz
The public wants to know why or why not. They don't want to know how you're going to do it.
Frank Luntz
It has to be simple, but then you deliver them a principle: The simple truth is, as a matter of principle, we cannot spend more than we take in. Something - that changes the tone of the debate.
Frank Luntz
Most voters would rather have their purse or wallet stolen than be audited by the IRS.
Frank Luntz
The best advertising and the best communication when it comes to business is that which makes you smile, that which makes you think, that which makes you ponder.
Frank Luntz
Politics is gut commercials are gut.
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
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.
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 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.
Frank Luntz
