Frank Luntz

Traditional market researchers are cold and calculating and scientific. ”

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

The language of America changed with the election of Bill Clinton, because with all due respect to my friends on the Republican side, Bill Clinton is the best communicator of the last 50 years. He felt your pain. ”

When I started in this business, everybody said the Democrats were the better communicators because they sounded like social workers, and Republicans were awful because they sounded like morticians. In some cases. they actually dressed like morticians. ”

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

I have seen how effective language attached to policies that are mainstream and delivered by people who are passionate and effective can change the course of history. ”

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. ”

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. ”

People like me have to have the discipline only to work for clients, corporations, political people, products, services, networks that we believe in and we want to see succeed. ”