Quote

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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Frank Luntz
Age: 62
Born: 1962
Born: February 23
Consultant
Political Adviser
Political Pundit
Statistician
Frank Ian Luntz
Spend
Principles
Simple
Cannot
Deliver
Truth
Tone
Matter
Debate
Take
Principle
Something
Changes

More quotes by 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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Your words have power. Find words that unite. Find words that unify.
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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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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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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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
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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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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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Win is about the specific use of specific words to connect you to your employer or employees, politicians to voters - and frankly, to help people win debates, have discussions, and improve the level of communication.
Frank Luntz
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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
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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 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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It's not what you say, it's what people hear.
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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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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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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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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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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Rick Scott used let's get to work to say: All these politicians talk it's time to do. Everybody else talks about the problem it's time to find the solution.
Frank Luntz
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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