Frank Luntz

“It's not what you say, it's what people hear.”

“If you say 'estate tax,' that's a tax. If you say 'death tax,' that's a penalty.”

“I want to be the person who is the voice of the people.”

“80 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.”

“There's a simple rule: You say it again, and you say it again... and about the time that you're absolutely sick of saying it is about the time that your target audience has heard it for the first time.”

“The key to success is to find a way to stand out - to be the purple cow in a field of monochrome Holsteins.”

“Don't say 'drilling for oil.' Say 'exploring for energy.'”

“What is the single most important quality in a leader? The ability to institutionalize hope.”

“We should be talking about 'climate change' instead of 'global warming'... 'Climate change' is less frightening than 'global warming'.”

“Words have consequences.”

“I'm a pollster, and I'm a consultant. I'm not a politician.”

“My job is to look for the words that trigger the emotion.”

“Americans have a tendency to believe that when there's a problem there must be a solution.”

“You can't get the visual without the audio.”

“Americans are fighters. We're tough, resourceful, and creative, and if we have the chance to fight on a level playing field... then no other nation on earth can beat us.”