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"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."
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"If you want people to believe you, appeal to their hearts not to their brains."
"People think you have only to 'tell' a person that he 'ought' to do something in order to put him on the right track. But whether he can or will do it is another matter."
"Never force a man to do your wish, but let them wish to do it by force."
"We are not won by arguments that we can analyse but by tone and temper, by the manner which is the man himself."
"The best liar is he who makes the smallest amount of lying go the longest way."
"Flattery and insults raise the same question: What do you want?"
"If you are always persuasive, you would be able to make new friends in society."
"Just hear me out. While you were napping, I was busy chatting up our allies. Didn't you know--your woman's a golden-tongued ambassador! My sisters always said I graduated from the shock-and-awe school of diplomacy, but joke 'em if they can't take a fuck, right?"
"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."
Explore more quotes by Frank Luntz
"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."
"The Republican National Committee hired me, and they hired me because they wanted someone who could look members straight in the eye and tell them the truth."
"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."
"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."
"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."
"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."
"A compelling story, even if factually inaccurate, can be more emotionally compelling than a dry recitation of the truth."
"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 guilty."
"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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