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…

Quote by Frank Luntz

Topics: Frank Luntz Quotes

We decide based on how people look; we decide based on how people sound; we...

We decide based on how people look; we decide based on how people sound; we...

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

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

People like me have to have the discipline only to work for clients, corporations, political...

People like me have to have the discipline only to work for clients, corporations, political...

Politics is gut; commercials are gut.

Politics is gut; commercials are gut.

Words can sometimes be used to confuse, but it's up to the practitioners of the...

Words can sometimes be used to confuse, but it's up to the practitioners of the...

It's all emotion. But there's nothing wrong with emotion. When we are in love, we...

It's all emotion. But there's nothing wrong with emotion. When we are in love, we...

There are words that work, that are meant to explain and educate on policies that...

There are words that work, that are meant to explain and educate on policies that...

We as Americans and as humans have very selective hearing and very selective memory. We...

We as Americans and as humans have very selective hearing and very selective memory. We...

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

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

Eighty percent of our life is emotion, and only 20 percent is intellect. I am...

Eighty percent of our life is emotion, and only 20 percent is intellect. I am...

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

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

We as Americans assume that big companies are bad, and big power companies are even...

We as Americans assume that big companies are bad, and big power companies are even...

I've done reasonably well over the last 10 years because I took the strategy of...

I've done reasonably well over the last 10 years because I took the strategy of...

What matters most in politics is personality. It's not issues; it's not image. It's who...

What matters most in politics is personality. It's not issues; it's not image. It's who...

The principles behind explaining and educating the product or the elected official is similar, even...

The principles behind explaining and educating the product or the elected official is similar, even...

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

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

There's a problem with political polling in that you have so much pressure to do...

There's a problem with political polling in that you have so much pressure to do...

It is acceptable to bring someone to tears if it explains to them in an...

It is acceptable to bring someone to tears if it explains to them in an...

Republicans use think tanks to come up with a lot of their messages. The think...

Republicans use think tanks to come up with a lot of their messages. The think...

Ideology and communication more often than not run into each other rather than complement each...

Ideology and communication more often than not run into each other rather than complement each...