184 Quotes by Frank Luntz

When you trash the opposition, you simultaneously demean yourself.

Remember, everything you need to say should be up front. All that you want to say can come later.

There’s a time and a place for showing off the William F. Buckley vocabulary – but it’s probably not in a speech to your constituents, a sales pitch to a prospective client, or at a job interview.

He broke a cardinal rule of political communication: never repeat a criticism as part of your rebuttal.

We have put our words on steroids and amped the language up so high that unless we communicate in overdrive and hyperbole, we believe--perhaps correctly--that nobody will hear us. In the process, we've sacrificed nuance and judgement and distinction, and thereby cheapened the conversation.

These, then, are the ten rules of effective communication, all summarized in single words: simplicity, brevity, credibility, consistency, novelty, sound, aspiration, visualization, questing, and context.

He knew instinctively that Americans vote for dreamers because they themselves like to dream.

The best way to communicate values that will transcend partisan division is to use words that no Coke-drinking, apple pie-eating, GM-driving American could disagree with. “Family.” “Freedom.” “Opportunity.” “Responsibility.” “Community.” “Sacrifice.

In my own market research for dozens of Fortune 500 companies, I have found that the best ways to communicate authenticity I to trigger personalization. Do audience members see themselves in the slogan… and therefore in the product? Unfortunately, achieving personalization is by no means easy.