Frank Luntz Quotes - Page 2

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• It's something that people who read my materials have asked me in the past. If you don't have principles - the last chapter of the book ["Win"] is all about winning with principles. It's all about applying words to good things, good people, good efforts. Without that inherent accuracy, then even the best words will still fail.

  Frank Luntz

  Book, Winning, Past

  "Frank Luntz: How To 'Win' With Smart Messaging". "Talk of the Nation" with Neal Conan, www-s4.npr.org. March 8, 2011.

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• Nobody wants to hear about process. They want to hear about results. They want to be inspired. They want to aspire to something. And so often in our communication, we will explain why - sorry, we will explain how but not why.

  Frank Luntz

  Sorry, Communication, Want

  "Frank Luntz: How To 'Win' With Smart Messaging". "Talk of the Nation" with Neal Conan, www-s4.npr.org. March 8, 2011.

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• It is acceptable to bring someone to tears if it explains to them in an emotional way why a product, a service, or a candidate is the right person, is the right thing to do.

  Frank Luntz

  Emotional, Tears, Way

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• There are people who will be wanting to apply "Win" to their own, personal life. If you remember only one thing, and I'm going to do it right here, right now because I just happened to come to it, that phrase - if you remember only one thing - there are 125 specific language recommendations in "Win" that can make a difference in your day-to-day lives.

  Frank Luntz

  Winning, Differences, People

  "Frank Luntz: How To 'Win' With Smart Messaging". Interview with Neal Conan, www-s4.npr.org. March 8, 2011.

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• 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

  Two, Common Sense, Diversity

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• There are people still in the Republican Party that I believe practice the communication of anger, of disappointment, of regret, of pain, of sorrow, of suffering. That's not what the American people want to hear.

  Frank Luntz

  Pain, Disappointment, Regret

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• While it is important to trash the governor, it should be done in the context of regret, sadness and balance.

  Frank Luntz

  Regret, Sadness, Balance

  "California Democrats: A Rock or a Hard Place?" by Jim Angle, www.foxnews.com. July 21, 2003.

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• Believe in better is one of the most powerful words you can use in the business community.

  Frank Luntz

  Powerful, Believe, Community

  "Frank Luntz: How To 'Win' With Smart Messaging". "Talk of the Nation" with Neal Conan, www-s4.npr.org. March 8, 2011.

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• Nothing guarantees more applause and more support than the call to abolish the IRS.

  Frank Luntz

  Support, Guarantees, Irs

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• If you're a good numbers person, you're a bad language person.

  Frank Luntz

  Numbers, Language, Persons

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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

  Congratulations, Communication, People

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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

  Believe, Political, Innovation

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• The fundamental problem for Republicans when it comes to the environment is that whatever you say is viewed through the prism of suspicion.

  Frank Luntz

  Fundamentals, Problem, Republican

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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

  People, Passionate, Language

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• The principles behind explaining and educating the product or the elected official is similar, even though the actual execution of it is very, very different.

  Frank Luntz

  Principles, Different, Execution

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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

  Simple, Principles, Matter

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• There are words that work, that are meant to explain and educate on policies that work, on products that work, on services that work. I'm not going to ever try to sell a lemon. I don't do that.

  Frank Luntz

  Trying, Policy, Educate

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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

  Years, Done, World

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• Most voters would rather have their purse or wallet stolen than be audited by the IRS.

  Frank Luntz

  Irs, Voters, Purses

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• When you say: The simple truth is this, and then you pause, and then you finish the sentence, people stop, and they think specifically about what you're saying. And it's, in essence, trying to boil it down to something that's very understandable and meaningful.

  Frank Luntz

  Meaningful, Simple, Thinking

  "Frank Luntz: How To 'Win' With Smart Messaging". "Talk of the Nation" with Neal Conan, www-s4.npr.org. March 8, 2011.

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• Some people call it global warming; some people call it climate change. What is the difference?

  Frank Luntz

  Differences, People, Climate

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• Traditional market researchers are cold and calculating and scientific.

  Frank Luntz

  Cold, Researchers, Calculating

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• Ideology and communication more often than not run into each other rather than complement each other. Principle and communication work together. Ideology and communication often work apart.

  Frank Luntz

  Running, Communication, Working Together

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• Preserving parks and open spaces is a winner because it doesn't need to be explained to everyday Americans.

  Frank Luntz

  Space, Everyday, Needs

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• Republicans use think tanks to come up with a lot of their messages. The think tanks are the single worst, most undisciplined example of communication I've ever seen.

  Frank Luntz

  Communication, Thinking, Tanks

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