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.
quote by Frank Luntz
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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.
quote by Frank Luntz
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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.
quote by Frank Luntz
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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.
quote by Frank Luntz
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People like me have to have the discipline only to work for clients, corporations, political people, products, services, networks that we believe in and we want to see succeed.
quote by Frank Luntz
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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.
quote by Frank Luntz
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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.
quote by Frank Luntz
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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.
quote by Frank Luntz
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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.
quote by Frank Luntz
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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.
quote by Frank Luntz
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