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

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.

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...

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...

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...

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

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

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...

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...

When I started in this business, everybody said the Democrats were the better communicators because...

When I started in this business, everybody said the Democrats were the better communicators because...

Traditional market researchers are cold and calculating and scientific.

Traditional market researchers are cold and calculating and scientific.

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 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...

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

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

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...

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

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

Politics is gut; commercials are gut.

Politics is gut; commercials are gut.

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...

In fact, in more cases than not, when we are rational, we're actually unhappy. Emotion...

In fact, in more cases than not, when we are rational, we're actually unhappy. Emotion...

There are people still in the Republican Party that I believe practice the communication of...

There are people still in the Republican Party that I believe practice the communication of...

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...

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

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