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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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Frank Luntz
Age: 62
Born: 1962
Born: February 23
Consultant
Political Adviser
Political Pundit
Statistician
Frank Ian Luntz
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More quotes by Frank Luntz

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It's not what you say, it's what people hear.
Frank Luntz
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Nothing guarantees more applause and more support than the call to abolish the IRS.
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While it is important to trash the governor, it should be done in the context of regret, sadness and balance.
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A compelling story, even if factually inaccurate, can be more emotionally compelling than a dry recitation of the truth.
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Most voters would rather have their purse or wallet stolen than be audited by the IRS.
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I've done reasonably well over the last 10 years because I took the strategy of language and politics and applied it to the corporate world, which has never been done before.
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
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You need good principles and good language if you are to succeed.
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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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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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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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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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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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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The problem is people become so angry. And they become so vicious.
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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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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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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Politics is gut commercials are gut.
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