Quotes by Frank Luntz

About Frank Luntz:

Frank I. Luntz is an American political consultant, pollster, and "public opinion guru" best known for developing talking points and other messaging for various Republican causes. His work has included assistance with messaging for Newt Gingrich's Contract with America, promotion of the terms death tax instead of estate tax and climate change instead of global warming, and public relations support for pro-Israel policies in the Israeli-Palestinian conflict.
A B C D E F G H I J K L M N O P Q R S T U V W X Y Z

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

Frank Luntz

It's all emotion. But there's nothing wrong with emotion. When we are in love, we are not rational; we are emotional. When we are on vacation, we are not rational; we are emotional.

Frank Luntz

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

Frank Luntz

We decide based on how people look; we decide based on how people sound; we decide based on how people are dressed. We decide based on their passion.

Frank Luntz

The principles behind explaining and educating the product or the elected official is similar, even though the actual execution of it is very, very different.

Frank Luntz

There's a problem with political polling in that you have so much pressure to do what your client wants you to do and say what your client wants you to say. I've never felt that pressure. I am independent of the political parties.

Frank Luntz

It is acceptable to bring someone to tears if it explains to them in an emotional way why a product, a service, or a candidate is the right person, is the right thing to do.

Frank Luntz

The advantage of working for a corporation is that it has only one message, because a product or a service doesn't speak; it's just there, and you can advertise it.

Frank Luntz

How I say it has as much of an impact on what people think of me as what I say.

Frank Luntz

We as Americans and as humans have very selective hearing and very selective memory. We only hear what we want to hear and disregard the rest.

Frank Luntz

The fundamental problem for Republicans when it comes to the environment is that whatever you say is viewed through the prism of suspicion.

Frank Luntz

My job as a pollster is to understand what really matters.

Frank Luntz

Traditional market researchers are cold and calculating and scientific.

Frank Luntz

One of the things that you have trouble with politicians, particularly in Washington, is when you get mad at them and you can't touch them; you can't punch them; you can't yell at them.

Frank Luntz

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,...

Frank Luntz

A compelling story, even if factually inaccurate, can be more emotionally compelling than a dry recitation of the truth.

Frank Luntz

The Republican National Committee hired me, and they hired me because they wanted someone who could look members straight in the eye and tell them the truth.

Frank Luntz

There's a lot of money with a lot of big law firms that have a tremendous amount at stake by getting the right language to convince the right jury that my client is either innocent or that the opposition is guilty.

Frank Luntz

Sound science must be our guide in choosing which problems to tackle and how to approach them.

Frank Luntz

Politics is gut; commercials are gut.

Frank Luntz

The challenge in working in politics, particularly if you're working for a political party, is that everyone's a messenger.

Frank Luntz

Author Bio

  • NameFrank Luntz
  • DescriptionAmerican political consultant, author, and pollster
  • BornFebruary 23, 1962
  • CountryUnited States Of America
  • ProfessionStatistician