“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.” IfsWayPersonsTearsEmotionalProductsThings To DoRight ThingCandidatesAcceptableRight 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.” TryingPolicyProductsSellsEducateLemons 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.” PeopleKnowsNeedsWantedKnow HowHeardProductsListeningWinnerAspirationCompellingTickTapping 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.” ImportantLyingProductsClarityCredibility 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.” PeopleIfsWantNeedsStillsEndsLanguageLosesPrinciplesProductsSucceedArgumentInspiredDebateAspireBe InspiredBest Service 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.” LanguagePerfectProductsPoliticianSellingWrong Words 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.” WantBelievePoliticalQualityProductsInnovationCorporatePhrasesQuantitySomething Better Author:Frank Luntz
“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.” DifferentBehindsPrinciplesProductsOfficialsExecutionExplainingElected Officials Author:Frank Luntz
“The way you communicate an idea is different than the way you communicate a product.” WayIdeasDifferentTalkingProductsCommunicate Author:Frank Luntz
