Quotes from Frank Luntz

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.

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.

Traditional market researchers are cold and calculating and scientific.

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

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.

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

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

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.

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

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.

Politics is gut commercials are gut.

Sound science must be our guide in choosing which problems to tackle and how to approach them.

The challenge in working in politics, particularly if you're working for a political party, is that everyone's a messenger.

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.

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.

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.

Quite frankly Ted, the very mention of the word 'Republican' seems to have negative connotations for the Americans in our studio.

One of the things that you have trouble with politicians, particularly in Washington, is when you get mad at them and you can't touch them; you can't punch them; you can't yell at them.

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.

The public wants to know why or why not. They don't want to know how you're going to do it.

We as Americans and as humans have very selective hearing and very selective memory. We only hear what we want to hear and disregard the rest.

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.

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.

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.