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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
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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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There's a lot of money with a lot of big law firms that have a tremendous amount at stake by getting the right language to convince the right jury that my client is either innocent or that the opposition is guilty.
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There are words that work, that are meant to explain and educate on policies that work, on products that work, on services that work. I'm not going to ever try to sell a lemon. I don't do that.
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There are people still in the Republican Party that I believe practice the communication of anger, of disappointment, of regret, of pain, of sorrow, of suffering. That's not what the American people want to hear.
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The way you communicate an idea is different than the way you communicate a product.
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The Republican National Committee hired me, and they hired me because they wanted someone who could look members straight in the eye and tell them the truth.
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The principles behind explaining and educating the product or the elected official is similar, even though the actual execution of it is very, very different.
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The language of America changed with the election of Bill Clinton, because with all due respect to my friends on the Republican side, Bill Clinton is the best communicator of the last 50 years. He felt your pain.
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