184 Quotes by 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.

FedEx is another company that’s passionate. When it absolutely, positively has to get there is such a great, aspirational phrase. And FedEx used it for almost a decade to communicate the passion of delivering a package. The more passionate you are, the more successful you are.

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.

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

Preserving parks and open spaces is a winner because it doesn’t need to be explained to everyday Americans.

What matters most in politics is personality. It’s not issues; it’s not image. It’s who you are and what you represent.

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.

I would not have used the phrase “I’m selling you” because even though that’s exactly what you’re doing, when you tell people you’re doing it – or worse yet, when you tell people “I’m not here to sell you anything,” they automatically assume that that’s exactly what you are here to do.

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.