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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
Emotional
Emotion
Wrong
Nothing
Love
Vacation
Rational

More quotes by Frank Luntz

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Whether or not you liked George W. Bush, there was no doubt about what position he was going to take, and that's what endeared him to a significant segment of American society.
Frank Luntz
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We will be far more effective as communicators when we acknowledge our mistakes, and then we try to make them up.
Frank Luntz
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I tell this joke about Barack Obama is the best communicator of our generation: The guy reads a teleprompter better than any Hollywood actor. John McCain, his opponent - Stevie Wonder reads a teleprompter better than John McCain.
Frank Luntz
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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
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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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The perfect opening is the word imagine, because imagine allows you to communicate in the eyes and the vision of the listener rather than yours. And the best illustration of that is 1984. Room 101 in 1984 - everyone's read it, and we all have our own imagination of what that looks like.
Frank Luntz
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The problem is people become so angry. And they become so vicious.
Frank Luntz
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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
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Most voters would rather have their purse or wallet stolen than be audited by the IRS.
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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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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The public wants to know why or why not. They don't want to know how you're going to do it.
Frank Luntz
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Apple has a passion to deliver the most amazing, innovative - and, in fact, I got criticized because in Win, there are at least 10 references to what Steve Jobs has done, and Apple's done, in that my editor said it's too much. But Apple is a passionate company.
Frank Luntz
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You need good principles and good language if you are to succeed.
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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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 needs—and products to satisfy those needs—that people didn't even know they wanted.
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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People want to be inspired. They want to aspire to something. ... You can have the best product, the best service, the best argument in a debate. But without the effective words you still lose. In the end you need good principles and good language if you are to succeed.
Frank Luntz
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Believe in better, which is a corporate phrase rather than a political phrase. We don't want more. We're not looking for quantity. We're looking for quality. Believe in better suggests intergenerational change. It suggests product innovation. It suggests something better for the future.
Frank Luntz
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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