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"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."
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"Politicians look for interests not people."
"And they that rule in England, in stately conclaves met, alas, alas for England they have no graves as yet."
"I believe the term is 'eminent domain.'Ah, yes. That means 'theft by the government."
"Political or military commentators, like astrologers, can survive almost any mistake, because their more devoted followers do not look to them for an appraisal of the facts but for the stimulation of nationalistic loyalties."
"If you have to say or do something controversial, aim so that people will hate that they love it and not love that they hate it."
Explore more quotes by Frank Luntz
"Sound science must be our guide in choosing which problems to tackle and how to approach them."
"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."
"The challenge in working in politics, particularly if you're working for a political party, is that everyone's a messenger."
"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."
"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."
"Words can sometimes be used to confuse, but it's up to the practitioners of the study of language to apply them for good and not for evil. It is just like fire; fire can heat your house or burn it down."
"Eighty percent of our life is emotion, and only 20 percent is intellect. I am much more interested in how you feel than how you think. I can change how you think, but how you feel is something deeper and stronger, and it's something that's inside you."
"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."
"A compelling story, even if factually inaccurate, can be more emotionally compelling than a dry recitation of the truth."
"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."
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