184 Quotes by Frank Luntz

They learned the hard way – or not at all – that language is like fire: Depending on how you use it, it can either heat your house or burn it to the ground.

Impact” has a similar effect on the listener in that the word is ostensibly neutral but remarkably influential. Thanks to my firm’s extensive work ion corporate social responsibility, I found this one word – more than any other – caused listeners to assume that they will see and feel a measurable difference.

Focus on results, not process.

Those who define the debate will determine the outcome.

As Warren Beatty, perhaps the best student of the human condition in Hollywood, once told me, people will forget what you say, but they will never forget how you made them feel.

The language lesson: A+B+C does not necessarily equal C+B+A. The order of presentation determines the reaction.

Every attack that is not met with a clear and immediate response will be assumed to be true.

The fifth word, “reliability,” had been left off the original Twenty-one-word list, but it should have been. Thanks to increasing dependence on technology, couples with dwindling free time, more and more people have come to conclude that the reliability of a particular product or service is at least as important as its price, and in some circumstances-automobiles, cable television, and personal communication devices to name but three-even more so.

A political party should be defined by what it stood for, not by what it was against.