Frank Luntz Quotes

Quotes about:

• It's not what you say, it's what people hear.

  Frank Luntz

  People

  Twitter post from Nov 04, 2016

  47 Copy quote

• A compelling story, even if factually inaccurate, can be more emotionally compelling than a dry recitation of the truth.

  Frank Luntz

  Stories, Dry, Compelling

  "Memo exposes Bush's new green strategy". Republican Party Memo, www.theguardian.com. March 04, 2003.

  12 Copy quote

• 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

  People, Listening, Needs

  4 Copy quote

• 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

  Book, Writing, Anxiety

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

  4 Copy quote

• 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

  Thinking, Stronger, How You Feel

  4 Copy quote

• The Tucson speech [of Barack Obama] was brilliant, and I'm so angry at Republicans for jumping on him because you have to give credit. Part of being successful is to give credit to people who you may not disagree with when they do well.

  Frank Luntz

  Successful, Jumping, People

  8 Copy quote

• We are so divided, and we recognize that we're divided, that we're looking for ways to come together.

  Frank Luntz

  Together, Way, Divided

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

  4 Copy quote

• You need good principles and good language if you are to succeed.

  Frank Luntz

  Principles, Needs, Succeed

  Source: www.wbur.org

  4 Copy quote

• The way you communicate an idea is different than the way you communicate a product.

  Frank Luntz

  Talking, Ideas, Different

  7 Copy quote

• You cannot lie ever, because a lie destroys the credibility of the product, and credibility is more important than anything. Credibility's even more important than clarity.

  Frank Luntz

  Lying, Important, Clarity

  7 Copy quote

• 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

  People, Principles, Needs

  Source: www.wbur.org

  4 Copy quote

• The most successful people in American life are those that have had horrific failures and have come back, done it again and again until they got it right, whether it's Steve Jobs or Bill Gates or Warren Buffet.

  Frank Luntz

  Jobs, Successful, People

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

  4 Copy quote

• Anything that causes you to doubt, to raise either objections or just concerns about it - and they always put the information right at the bottom of the screen so you can't really read it - every time you see a company do that, the ad becomes less effective. The communication becomes less effective.

  Frank Luntz

  Communication, Doubt, Information

  4 Copy quote

• I do a lot of work in travel and tourism, and I think this story is in the book. This woman is in a hammock, and she's got the beach below her and the sky above her, and the ocean beyond her. She's relaxing. She's got a drink in her hand and a book. Every woman sees this picture and says, I want to be in that hammock. Every guy sees the picture and says, I want to be in that hammock with that woman. It works for everybody.

  Frank Luntz

  Beach, Ocean, Book

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

  13 Copy quote

• To Americans, Washington is a giant cesspool. It's no wonder almost half of Americans (47%) now agree with the statement 'I'm mad as hell and I'm not going to take it anymore.' It's us (the people) versus them (the politicians), and it doesn't matter what primary color you wear [...] I was involved in the 1994 elections, and I will never forget the arrogance of the Democrats back then, and how they refused to accept the electoral reality facing them. It is no different today.

  Frank Luntz

  Reality, Color, Mad

  4 Copy quote

• 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

  Doctors, Names, People

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

  4 Copy quote

• 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

  Emotional, Vacation, Emotion

  7 Copy quote

• 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. When we are happy, we are not [rational]. In fact, in more cases than not, when we are rational, we're actually unhappy. Emotion is good; passion is good. Being into what we're into, provided that it's a healthy pursuit, it's a good thing.

  Frank Luntz

  Passion, Emotional, Vacation

  4 Copy quote

• What matters most in politics is personality. It's not issues; it's not image. It's who you are and what you represent.

  Frank Luntz

  What Matters, Issues, Personality

  7 Copy quote

• The ability to connect and communicate is one of the most powerful, and you cannot find anyone who has been truly successful in life that doesn't have that ability because you've got to motivate, and you've got to -frankly, you have to influence.

  Frank Luntz

  Powerful, Successful, Influence

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

  4 Copy quote

• George W. Bush - who I'm sure that a lot of people, when I say this, will not be happy about it - but Bush had a determination, and had a very clearly defined set of principles. You knew exactly where he stood.

  Frank Luntz

  Determination, People, Principles

  4 Copy quote

• 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

  Passion, Successful, Phrases

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

  4 Copy quote

• We will be far more effective as communicators when we acknowledge our mistakes, and then we try to make them up.

  Frank Luntz

  Mistake, Trying, Acknowledge

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

  4 Copy quote

• 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.

  4 Copy quote

• 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.

  4 Copy quote

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