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Frank Luntz

Frank Luntz Books

Consultant

Frank Luntz is a renowned language strategy consultant, born on February 23, 1962. He has a significant influence in the fields of politics, business, and public relations, known for his deep understanding of language and communication.

Words That Work: It's Not What You Say,...

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“These presidential debates are in essence sixty-second pitched battles, and slow starts are seldom rewarded with come-from-behind victories.”

Presidential Debates

Book:Words That Work: It's Not What You Say, It's What People Hear

Source: Words That Work: It's Not What You Say, It's What People Hear

“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.”

World Years Wells Done Lasts Language Strategy Corporate Corporate World

Author: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.”

Matter Issues Personality Who You Are What Matters

Author:Frank Luntz

“Traditional market researchers are cold and calculating and scientific.”

Cold Traditional Researchers Calculating

Author:Frank Luntz

“The eureka moment is two reasons why the output-based standard should be adopted: common sense and accountability. Input-based standards don't encourage energy diversity; they don't create any incentives; they don't produce solar, hydro, nuclear.”

Should Two Reason Moments Energy Common Produce Diversity Standards Nuclear Common Sense Reason Why Accountability Adopted Incentives Input Output

Author:Frank Luntz

“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.”

Running Together Principles Communication Ideology Working Together Complement

Author:Frank Luntz

“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.”

Ifs Way Persons Tears Emotional Products Things To Do Right Thing Candidates Acceptable Right Person

Author:Frank Luntz

“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.”

Trying Policy Products Sells Educate Lemons

Author:Frank Luntz

“Politics is gut; commercials are gut.”

Author:Frank Luntz

“Winners know what makes people tick by effectively tapping into our fears and aspirations. By listening very carefully and then repeating almost word-for-word exactly what they've heard, winners know how to articulate compelling needs—and products to satisfy those needs—that people didn't even know they wanted.”

People Knows Needs Wanted Know How Heard Products Listening Winner Aspiration Compelling Tick Tapping

Author:Frank Luntz

“Most voters would rather have their purse or wallet stolen than be audited by the IRS.”

Voters Stolen Purses Wallets Irs

Author:Frank Luntz

“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.”

Important Lying Products Clarity Credibility

Author: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.”

Problem Environment Republican Fundamentals Suspicion Prisms Whatever You Say

Author:Frank Luntz

“Nothing guarantees more applause and more support than the call to abolish the IRS.”

Support Guarantees Applause Abolish Irs

Author:Frank Luntz

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

Should Important Done Sadness Regret Balance Governors Trash

Author:Frank Luntz

“To Americans, Washington is a giant cesspool. It's no wonder almost half of Americans (47%) now agree with the statement 'I'm mad as hell and I'm not going to take it anymore.' It's us (the people) versus them (the politicians), and it doesn't matter what primary color you wear [...] I was involved in the 1994 elections, and I will never forget the arrogance of the Democrats back then, and how they refused to accept the electoral reality facing them. It is no different today.”

“The best advertising and the best communication when it comes to business is that which makes you smile, that which makes you think, that which makes you ponder.”

Thinking Communication Advertising Make You Think Pondering Make You Smile

Author:Frank Luntz

“People want to be inspired. They want to aspire to something. ... You can have the best product, the best service, the best argument in a debate. But without the effective words you still lose. In the end you need good principles and good language if you are to succeed.”

People Ifs Want Needs Stills Ends Language Loses Principles Products Succeed Argument Inspired Debate Aspire Be Inspired Best Service

Author:Frank Luntz

“Nothing's going to stop you or deter you or cause you to give up. Pursuit, because nobody actually expects it to happen. They want you to be continuous in your efforts. And perfection because there's just nothing better.”

Want Giving Happens Causes Effort Giving Up Perfection Pursuit

Author:Frank Luntz

“"Win" is about the specific use of specific words to connect you to your employer or employees, politicians to voters - and frankly, to help people win debates, have discussions, and improve the level of communication.”

People Helping Use Winning Levels Communication Politician Debate Discussion Employee Voters Employers

Author: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.”

Writing Book Difficult Serious Paper Anxiety Aspect Writing A Book

Author:Frank Luntz

“When I wrote "Win," it only took about eight months, but eight months of sheer pain and suffering because every phrase that's in there - and there are about 130 specific linguistic recommendations - I had to test every one to make sure that it worked.”

Pain Suffering Winning Months Tests Eight Phrases Sheer Recommendations Pain And Suffering

Author:Frank Luntz

“There are about 50 or 60 recommendations [in "Win"] for how to communicate, not just the words themselves. All of them had to be tested. And in this short amount of time, it's just very time-consuming and very stressful to ensure that you get it right.”

Winning Amount Communicate Tested Consuming Stressful Recommendations Time Consuming

Author:Frank Luntz

“Nobody wants to hear about process. They want to hear about results. They want to be inspired. They want to aspire to something. And so often in our communication, we will explain why - sorry, we will explain how but not why.”

Want Process Results Communication Inspired Sorry Aspire Be Inspired

Author:Frank Luntz

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

Knows Want Know How Why Not

Author:Frank Luntz

“It's something that people who read my materials have asked me in the past. If you don't have principles - the last chapter of the book ["Win"] is all about winning with principles. It's all about applying words to good things, good people, good efforts. Without that inherent accuracy, then even the best words will still fail.”

People Ifs Stills Book Lasts Past Winning Effort Principles Failing Materials Good Things Good People Chapters Inherent Accuracy

Author:Frank Luntz

“You need good principles and good language if you are to succeed.”

Ifs Needs Language Principles Succeed

Author:Frank Luntz

“This book [ "Win"] is based on the interviews with three dozen Fortune 400 - or Forbes 400, the richest people, and a couple dozen of the top CEOs.I wanted to know what language they use to be successful, and I wanted to know the attributes that could then be applied to the average individual.”

People Knows Book Use Wanted Three Winning Individual Language Successful Couple Fortune Average Interviews Being Successful Attributes Dozen Ceo Forbes Use To Be

Author:Frank Luntz

“It applies even more to politicians because they are living, breathing embodiments of the language that they use. And it's why how you start the conversation, and how you end it, matters so much.”

Ends Matter Use Language Politician Conversation Breathing Embodiment

Author:Frank Luntz

“When you're selling a product or service, you don't have - it doesn't have to be absolutely perfect, although I've provided language that is. When you're a politician, one wrong word changes the entire - changes the meaning of something.”

Language Perfect Products Politician Selling Wrong Words

Author:Frank Luntz

“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.”

Action Powerful Currents Phrases Most Powerful Governors Florida Tested Call To Action

Author:Frank Luntz

“Rick Scott used let's get to work to say: All these politicians talk; it's time to do. Everybody else talks about the problem; it's time to find the solution.”

Problem Used Politician Solutions

Author:Frank Luntz

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

Want Important Done Visuals Get It Done

Author:Frank Luntz

“The perfect opening is the word imagine, because imagine allows you to communicate in the eyes and the vision of the listener rather than yours. And the best illustration of that is "1984." Room 101 in "1984" - everyone's read it, and we all have our own imagination of what that looks like.”

Looks Eye Imagination Perfect Rooms Vision Imagine Communicate Opening Listeners Illustration

Author:Frank Luntz

“By the way, for those who are listening, I absolutely define - I have a face for radio. Unfortunately, I've got a voice for print. So I apologize for the sandpaper you're listening to.”

Way Faces Voice Listening Radio Print Apologizing I Apologize Sandpaper

Author:Frank Luntz

“My father was a dentist, and I always thought that he was one of the 10. It's an interesting way to personalize and humanize, which is one of the most important aspects of communication.”

Way Important Father Interesting Communication Aspect Dentist Interesting Ways

Author:Frank Luntz

“If you just heard 90 percent of dentists recommend something, it's too statistical. Nine out of 10 says: Well, it's just virtually everyone. It leads you to think of that joke about the one dentist. But so much of communication.”

Ifs Thinking Wells Heard Communication Jokes Percent Nine Dentist

Author:Frank Luntz

“There are certain aspects, and there are - there are 15 attributes of winners and winning slogans. "Which side are you on" sounds divisive, that you're on one side or the other, at a time when we actually want universality. We want unanimity.”

Want Certain Winning Sound Sides Aspect Winner Attributes Want U Slogans Universality Winners And Winning Unanimity

Author:Frank Luntz

“We are so divided, and we recognize that we're divided, that we're looking for ways to come together.”

Way Together Divided

Author:Frank Luntz

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

Humans Important Asks Understanding Knowing Winner Dimensions Attributes Rhetorical

Author:Frank Luntz

“"Which side are you on" asks a question. That's one of the most powerful, persuasive ways to make a case, to say something, to advertise something or to communicate it. Don't make a statement. Ask a question.”

Way Asks Sides Powerful Cases Communicate Statements Most Powerful Persuasive

Author:Frank Luntz

“The most powerful visual in America today is actually the Statue of Liberty.”

Today America Powerful Liberty Visuals Most Powerful Statues America Today Statue Of Liberty

Author:Frank Luntz

“When you say: The simple truth is this, and then you pause, and then you finish the sentence, people stop, and they think specifically about what you're saying. And it's, in essence, trying to boil it down to something that's very understandable and meaningful.”

People Thinking Trying Simple Truth Is Essence Sentences Meaningful Pauses Simple Truths

Author:Frank Luntz

“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.”

Matter Simple Principles Truth Is Debate Tone Simple Truths

Author:Frank Luntz

“Believe in better, which is a corporate phrase rather than a political phrase. We don't want more. We're not looking for quantity. We're looking for quality. Believe in better suggests intergenerational change. It suggests product innovation. It suggests something better for the future.”

Want Believe Political Quality Products Innovation Corporate Phrases Quantity Something Better

Author:Frank Luntz

“Believe in better is one of the most powerful words you can use in the business community.”

Believe Use Community Powerful Most Powerful Powerful Words

Author:Frank Luntz

“There are people who will be wanting to apply "Win" to their own, personal life. If you remember only one thing, and I'm going to do it right here, right now because I just happened to come to it, that phrase - if you remember only one thing - there are 125 specific language recommendations in "Win" that can make a difference in your day-to-day lives.”

People Ifs Remember Winning Language Differences Happened One Thing Right Now Phrases Making A Difference Day To Day Personal Life Recommendations Day Life Day To Day Life

Author:Frank Luntz

“The ability to connect and communicate is one of the most powerful, and you cannot find anyone who has been truly successful in life that doesn't have that ability because you've got to motivate, and you've got to -frankly, you have to influence.”

Has Beens Ability Powerful Successful Influence Communicate Most Powerful

Author:Frank Luntz

“The most successful people in American life are those that have had horrific failures and have come back, done it again and again until they got it right, whether it's Steve Jobs or Bill Gates or Warren Buffet.”

People Done Jobs Successful Bills Gates Successful People Again And Again American Life Horrific Buffets Warren Buffet

Author:Frank Luntz

“Bill Clinton was effective because he had that personal relationship, that this was a guy who had tremendous curiosity, which is another one of the key attributes. And he had the ability - his mind was - his mind and his heart were very well-connected. And so he genuinely empathized.”

Mind Wells Heart Guy Ability Keys Bills Clinton Curiosity Connected Attributes Personal Relationships

Author:Frank Luntz

About the Author

Born: February 23, 1962
Known for: Consultant
Quotes: 88

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