91 ordspråk av Frank Luntz
Frank Luntz
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The fundamental problem for Republicans when it comes to the environment is that whatever you say is viewed through the prism of suspicion.
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The Democrats became the party of the cold and the aloof. And in 2004, you look at Howard Dean and John Kerry and to a lesser extent Dick Gephardt; the Democratic Party is now the party of anger.
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I'm pretty loud and outspoken-but so often subtlety, the quiet voice, actually communicates.
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The advantage of working for a corporation is that it has only one message, because a product or a service doesn't speak; it's just there, and you can advertise it.
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We don't want our messages screamed at us. We don't want to be yelled at.
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Sound science must be our guide in choosing which problems to tackle and how to approach them.
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I have seen how effective language attached to policies that are mainstream and delivered by people who are passionate and effective can change the course of history.
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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.
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The way you communicate an idea is different than the way you communicate a product.
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The number one hot button to most voters is water quality-including both infrastructure and pollution protection.
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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.
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A compelling story, even if factually inaccurate, can be more emotionally compelling than a dry recitation of the truth.
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If it doesn't describe what it's selling, then it is a very poor descriptor. If you've got a bad product, you shouldn't be selling it.
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Politics is gut; commercials are gut.
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Rudy Giuliani hired me because I was recommended by his political consultant and because I love baseball. I hate to admit this, but I brought my baseball card collection to show him, because I'd heard he was a fanatic Yankee fan, and I figured this would be a way that we could bond.
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