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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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Frank Luntz
Age: 62
Born: 1962
Born: February 23
Consultant
Political Adviser
Political Pundit
Statistician
Frank Ian Luntz
Difficult
Book
Writing
Prone
Life
Anxiety
Aspect
Paper
Serious
Words

More quotes by Frank Luntz

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Politics is gut commercials are gut.
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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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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The Tucson speech [of Barack Obama] was brilliant, and I'm so angry at Republicans for jumping on him because you have to give credit. Part of being successful is to give credit to people who you may not disagree with when they do well.
Frank Luntz
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Bill Clinton was effective because he had that personal relationship, that this was a guy who had tremendous curiosity, which is another one of the key attributes. And he had the ability - his mind was - his mind and his heart were very well-connected. And so he genuinely empathized.
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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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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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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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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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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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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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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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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Nothing guarantees more applause and more support than the call to abolish the IRS.
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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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
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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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Most voters would rather have their purse or wallet stolen than be audited by the IRS.
Frank Luntz
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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
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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