32 Wonderful Frank Luntz Quotes

Frank Luntz is an American pollster, political consultant, and GOP strategist. Luntz is known for his ability to develop messaging for various Republican causes and talking points. Here is a look at some of the most memorable Frank Luntz quotes to remember.

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

“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.”

“I don’t understand why people whose entire lives or their corporate success depends on communication, and yet they are led on occasion by CEOs who cannot talk their way out of a paper bag and don’t care to.”

“Ideology and communication more often than not run into each other rather than complement each other. Principle and communication work together. Ideology and communication often work apart.”

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

“It has to be simple, but then you deliver them a principle: The simple truth is, as a matter of principle, we cannot spend more than we take in. Something – that changes the tone of the debate.”


“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.”

“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.”

“It’s not what you say, it’s what people hear.”

“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.”

“Most voters would rather have their purse or wallet stolen than be audited by the IRS.”

“Nothing guarantees more applause and more support than the call to abolish the IRS.”

“Politics is gut; commercials are gut.”

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

“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.”

“Some people call it global warming; some people call it climate change. What is the difference?”

“The best advertising and the best communication when it comes to business is that which makes you smile, that which makes you think, that which makes you ponder.”

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

“The most powerful visual in America today is actually the Statue of Liberty.”

“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.”

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

“The second most important attribute of winners, after understanding the human dimension, is knowing what questions to ask, the rhetorical nature.”

“The simple truth is this, and then you pause, and then you finish the sentence, people stop, and they think specifically about what you’re saying.”

“The way you communicate an idea is different than the way you communicate a product.”

“There are people still in the Republican Party that I believe practice the communication of anger, of disappointment, of regret, of pain, of sorrow, of suffering. That’s not what the American people want to hear.”

“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.”

“Traditional market researchers are cold and calculating and scientific.”

“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. ”

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

“While it is important to trash the governor, it should be done in the context of regret, sadness and balance.”

“Writing a book is the most difficult, anxiety-prone aspect of my life because the words that I put on paper are very serious to me.”

“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.”

Check out this Frank Luntz interview with Larry King on the American public’s viewpoints on the electorate and 2016 election.

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