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"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."
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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."
Pressure
"If you're a good numbers person, you're a bad language person."
Language
"Preserving parks and open spaces is a winner because it doesn't need to be explained to everyday Americans."
Preservation
"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."
Evil
"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."
Friendship
"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."
Politics
"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."
Persuasion
"In fact, in more cases than not, when we are rational, we're actually unhappy. Emotion is good; passion is good. Being into what we're into, provided that it's a healthy pursuit, it's a good thing."
Being
"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."
Politics
"Sound science must be our guide in choosing which problems to tackle and how to approach them."
Science
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