Frank Luntz Quotes

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

The visual is important. "Let's get to work" says let's get it done, and that's what they want. — Frank Luntz

Democracy is the art and science of running the circus from the monkey cage. H. L. MENCKEN — Frank Luntz

The most powerful visual in America today is actually the Statue of Liberty. — Frank Luntz

Traditional market researchers are cold and calculating and scientific. — Frank Luntz

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. — Frank Luntz

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

Richard Nixon will always go down as a failure because of one stupid, moral - and that goes back to that last chapter, on principles. — Frank Luntz

My job as a pollster is to understand what really matters. — Frank Luntz

It's not what you say, it's what people hear. — Frank Luntz

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

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. — Frank Luntz

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

Some people call it global warming; some people call it climate change. What is the difference? — Frank Luntz

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

We as Americans assume that big companies are bad, and big power companies are even worse. — Frank Luntz

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

Politics is gut; commercials are gut. — Frank Luntz

While it is important to trash the governor, it should be done in the context of regret, sadness and balance. — Frank Luntz

Preserving parks and open spaces is a winner because it doesn't need to be explained to everyday Americans. — Frank Luntz

Believe in better is one of the most powerful words you can use in the business community. — Frank Luntz

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

You need good principles and good language if you are to succeed. — Frank Luntz

Most voters would rather have their purse or wallet stolen than be audited by the IRS. — Frank Luntz

How I say it has as much of an impact on what people think of me as what I say. — Frank Luntz

The second most important attribute of winners, after understanding the human dimension, is knowing what questions to ask, the rhetorical nature. — Frank Luntz

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

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

Nothing guarantees more applause and more support than the call to abolish the IRS. — Frank Luntz

We are so divided, and we recognize that we're divided, that we're looking for ways to come together. — Frank Luntz

We will be far more effective as communicators when we acknowledge our mistakes, and then we try to make them up. — Frank Luntz