91 ordspråk av Frank Luntz

Frank Luntz

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I'd argue that CEOs, with all the corporate scandals that have taken place, are more interested in effective communication than even political people, because corporate people are interested in the bottom line, and so for them good words, good phrases, good presentation matter more than anything.

I'm not going to let you twist the words, because if I say to you that you can sell a politician the way you sell soap-and it may even look that way from the outside-that says to Americans that they shouldn't respect politicians.

I'm pretty loud and outspoken-but so often subtlety, the quiet voice, actually communicates.

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.

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.

If I respond to you quietly, the viewer at home is going to have a different reaction than if I respond to you with emotion and with passion and I wave my arms around. Somebody like this is an intellectual; somebody like this is a freak. But that's how we make up our minds.

If it doesn't describe what it's selling, then it is a very poor descriptor. If you've got a bad product, you shouldn't be selling it.

If Republicans explain that the legislation takes time to have an impact, they're inoculated,

If Republicans explain that the legislation takes time to have an impact, they're inoculated. The only way Democrats can get an advantage on gas prices is to show that their policies would bring them down. It is not enough to blame Republicans; you need a solution.

If Republicans stay on the side of reform, they win — on the side of the status quo, they lose.

If we're getting information from 200 cable channels, if we're talking to 200 people a day, there are so many different messages that are cluttering our heads. It's the same way in corporate America.

If you're a good numbers person, you're a bad language person.

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.

It can be done more wisely and effectively, or hey, not at all! We're okay with that too!

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.

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