“What matters most in politics is personality. It's not issues; it's not image. It's who you are and what you represent.”
Frank Luntz
Tags: Image | Issues | Matters | Most | Personality | Politics | Represent
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Frank Luntz
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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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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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The way you communicate an idea is different than the way you communicate a product.
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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.
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If you're a good numbers person, you're a bad language person.
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