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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

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Frank Luntz
Age: 62
Born: 1962
Born: February 23
Consultant
Political Adviser
Political Pundit
Statistician
Frank Ian Luntz
Vacation
Rational
Emotional
Emotion
Wrong
Nothing
Love

More quotes by Frank Luntz

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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
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Rick Scott used let's get to work to say: All these politicians talk it's time to do. Everybody else talks about the problem it's time to find the solution.
Frank Luntz
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The problem is people become so angry. And they become so vicious.
Frank Luntz
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The second most important attribute of winners, after understanding the human dimension, is knowing what questions to ask, the rhetorical nature.
Frank Luntz
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FedEx is another company that's passionate. When it absolutely, positively has to get there is such a great, aspirational phrase. And FedEx used it for almost a decade to communicate the passion of delivering a package. The more passionate you are, the more successful you are.
Frank Luntz
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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.
Frank Luntz
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The visual is important. Let's get to work says let's get it done, and that's what they want.
Frank Luntz
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The adjectives that are in the book [Win] - passion, persuasion, persistence, perfection, prioritization, being people-centered - none of them are as important as principles. Without principles, the language will fail.
Frank Luntz
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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
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There are about 50 or 60 recommendations [in Win] for how to communicate, not just the words themselves. All of them had to be tested. And in this short amount of time, it's just very time-consuming and very stressful to ensure that you get it right.
Frank Luntz
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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
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While it is important to trash the governor, it should be done in the context of regret, sadness and balance.
Frank Luntz
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Writing a book is the most difficult, anxiety-prone aspect of my life because the words that I put on paper are very serious to me.
Frank Luntz
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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
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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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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.
Frank Luntz
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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
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When I wrote Win, it only took about eight months, but eight months of sheer pain and suffering because every phrase that's in there - and there are about 130 specific linguistic recommendations - I had to test every one to make sure that it worked.
Frank Luntz
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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
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Your words have power. Find words that unite. Find words that unify.
Frank Luntz