“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.”
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Other Frank Luntz Quotes
A compelling story, even if factually inaccurate, can be more emotionally compelling than a dry recitation of the truth.
Frank Luntz 
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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.
Frank Luntz
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The way you communicate an idea is different than the way you communicate a product.
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If you're a good numbers person, you're a bad language person.
Frank Luntz
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