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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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Frank Luntz
Age: 62
Born: 1962
Born: February 23
Consultant
Political Adviser
Political Pundit
Statistician
Frank Ian Luntz
Language
Changes
Doesn
Absolutely
Something
Politician
Provided
Products
Selling
Meaning
Product
Word
Although
Wrong
Service
Perfect
Entire

More quotes by 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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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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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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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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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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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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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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You need good principles and good language if you are to succeed.
Frank Luntz
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It's not what you say, it's what people hear.
Frank Luntz
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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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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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Your words have power. Find words that unite. Find words that unify.
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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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 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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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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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
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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 problem is people become so angry. And they become so vicious.
Frank Luntz