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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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Frank Luntz
Age: 62
Born: 1962
Born: February 23
Consultant
Political Adviser
Political Pundit
Statistician
Frank Ian Luntz
Language
Embodiment
Living
Applies
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Politicians
Ends
Breathing
Matter
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Even
Politician
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More quotes by 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
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
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
A compelling story, even if factually inaccurate, can be more emotionally compelling than a dry recitation of the truth.
Frank Luntz
While it is important to trash the governor, it should be done in the context of regret, sadness and balance.
Frank Luntz
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
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
The visual is important. Let's get to work says let's get it done, and that's what they want.
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
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 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
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
You need good principles and good language if you are to succeed.
Frank Luntz
The problem is people become so angry. And they become so vicious.
Frank Luntz
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
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
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
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
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
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
