Frank Luntz
Frank Luntz
Frank I. Luntzis an American political consultant, pollster, and "public opinion guru" best known for developing talking points and other messaging for various Republican causes. His work has included assistance with messaging for Newt Gingrich's Contract with America, promotion of the terms death tax instead of estate tax and climate change instead of global warming, and public relations support for pro-Israel policies in the Israeli-Palestinian conflict...
NationalityAmerican
ProfessionPolitician
CountryUnited States of America
knowing understanding important
The second most important attribute of winners, after understanding the human dimension, is knowing what questions to ask, the rhetorical nature.
important done want
The visual is important. "Let's get to work" says let's get it done, and that's what they want.
lying important clarity
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.
regret sadness important
While it is important to trash the governor, it should be done in the context of regret, sadness and balance.
messages screamed yelled
We don't want our messages screamed at us. We don't want to be yelled at.
advantage advertise
The advantage of working for a corporation is that it has only one message, because a product or a service doesn't speak; it's just there, and you can advertise it.
people
How I say it has as much of an impact on what people think of me as what I say.
cases emotion good provided
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.
challenge politics
The challenge in working in politics, particularly if you're working for a political party, is that everyone's a messenger.
apply burn good heat house language study words
Words can sometimes be used to confuse, but it's up to the practitioners of the study of language to apply them for good and not for evil. It is just like fire; fire can heat your house or burn it down.
amount client convince either innocent jury language law money opposition stake tremendous
There's a lot of money with a lot of big law firms that have a tremendous amount at stake by getting the right language to convince the right jury that my client is either innocent or that the opposition is guilty.
client felt politics polling pressure wants
There's a problem with political polling in that you have so much pressure to do what your client wants you to do and say what your client wants you to say. I've never felt that pressure. I am independent of the political parties.
based people
We decide based on how people look; we decide based on how people sound; we decide based on how people are dressed. We decide based on their passion.
america best bill changed clinton due felt language last republican respect
The language of America changed with the election of Bill Clinton, because with all due respect to my friends on the Republican side, Bill Clinton is the best communicator of the last 50 years. He felt your pain.