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 More Quotes by Frank Luntz More Quotes From Frank Luntz 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 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 how-you-feel stronger thinking 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 communication working-together running Traditional market researchers are cold and calculating and scientific. Frank Luntz calculating researchers cold 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 execution different principles 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 tanks communication thinking 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 passionate language people Preserving parks and open spaces is a winner because it doesn't need to be explained to everyday Americans. Frank Luntz everyday space needs 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 communication sorry want 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 done world years Most voters would rather have their purse or wallet stolen than be audited by the IRS. Frank Luntz irs purses voters Politics is gut; commercials are gut. Frank Luntz guts We will be far more effective as communicators when we acknowledge our mistakes, and then we try to make them up. Frank Luntz acknowledge mistake trying 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 republican problem fundamentals 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 policy educate trying 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 mad color reality 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 winning book past Some people call it global warming; some people call it climate change. What is the difference? Frank Luntz climate differences people "Which side are you on" asks a question. That's one of the most powerful, persuasive ways to make a case, to say something, to advertise something or to communicate it. Don't make a statement. Ask a question. Frank Luntz powerful sides way 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 phrases passion successful
