184 Quotes by 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.

What the people now respond – and the goal of those ads is to merely get the name of the medication into the minds of the consumers so that they will ask their doctor about it. That’s the whole goal.

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.

Republicans use think tanks to come up with a lot of their messages. The think tanks are the single worst, most undisciplined example of communication I’ve ever seen.

I tell this joke about Barack Obama is the best communicator of our generation: The guy reads a teleprompter better than any Hollywood actor. John McCain, his opponent – Stevie Wonder reads a teleprompter better than John McCain.

Anything that causes you to doubt, to raise either objections or just concerns about it – and they always put the information right at the bottom of the screen so you can’t really read it – every time you see a company do that, the ad becomes less effective. The communication becomes less effective.

The Old Spice ads – women love it. The guys find it annoying. It always causes a great conversation. And it makes it more fun. You know, we’ve been testing those visuals to see what attracts attention.

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.

If you’re a good numbers person, you’re a bad language person.