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You need good principles and good language if you are to succeed.
Frank Luntz
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Frank Luntz
Age: 62
Born: 1962
Born: February 23
Consultant
Political Adviser
Political Pundit
Statistician
Frank Ian Luntz
Principles
Language
Need
Needs
Good
Succeed
More quotes by 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
This book [ Win] is based on the interviews with three dozen Fortune 400 - or Forbes 400, the richest people, and a couple dozen of the top CEOs.I wanted to know what language they use to be successful, and I wanted to know the attributes that could then be applied to the average individual.
Frank Luntz
Your words have power. Find words that unite. Find words that unify.
Frank Luntz
Nothing guarantees more applause and more support than the call to abolish the IRS.
Frank Luntz
The eureka moment is two reasons why the output-based standard should be adopted: common sense and accountability. Input-based standards don't encourage energy diversity they don't create any incentives they don't produce solar, hydro, nuclear.
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
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
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
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
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
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
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
A compelling story, even if factually inaccurate, can be more emotionally compelling than a dry recitation of the truth.
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
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
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
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
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
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
The problem is people become so angry. And they become so vicious.
Frank Luntz