184 Quotes by Frank Luntz

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.

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

George W. Bush – who I’m sure that a lot of people, when I say this, will not be happy about it – but Bush had a determination, and had a very clearly defined set of principles. You knew exactly where he stood.

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.

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.

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.

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.

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.

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.