Frank Luntz Way Quotations

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.

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

We are so divided, and we recognize that we're divided, that we're looking for ways to come together.

"Which side are you on" asks a question. That's one of the most powerful, persuasive ways to make a case, to say something, to advertise something or to communicate it. Don't make a statement. Ask a question.

By the way, for those who are listening, I absolutely define - I have a face for radio. Unfortunately, I've got a voice for print. So I apologize for the sandpaper you're listening to.

That's the kind of visual that you're trying to attract - something that in some way or another, connects you to what's happening there in a realistic way.