The way you communicate an idea is different than the way you communicate a product.
More Quotes from Frank Luntz:
Republicans use think tanks to come up with a lot of their messages. The think tanks are the single worst, most undisciplined example of communication I've ever seen.Frank Luntz
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.
Frank Luntz
My point is that when you're talking issues like the environment, a straight recitation of facts is going to fall on deaf ears.
Frank Luntz
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.
Frank Luntz
The advantage of working for a corporation is that it has only one message, because a product or a service doesn't speak; it's just there, and you can advertise it.
Frank Luntz
That's the job of language that's the job of English. This is taking very traditional, simple, clear-cut words of the English language and figuring out which words, which phrases to apply at which opportunities, which times.
Frank Luntz
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Women will change the corporation more than we expect.
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