[Paleopsych] Frank Luntz: 14 words Republicans should not say

Steve Hovland shovland at mindspring.com
Wed Mar 2 14:29:24 UTC 2005

If it's real it's a significant security breach-
like getting the other side's playbook.

As a left-wing propagandist I do know that
propaganda needs an element of truth.  I
think this is one reason why Bush's effort
to "reform" Social Security is failing- he
started out with a big lie and has no fall-back.

Although I agree that the current leadership
of the Democrats has been totally corrupted by 
campaign money, I think that the right has now 
been saying the same things for so long that they
have become mindless and reactive.  When
I assert my positions in ThePoliticalSpinRoom
I do not get any orderly arguments in return-
just a lot of name calling.

It remains to see if the Democrats will pick
up the opportunities.  Nancy Pelosi has such
a low leadership profile that she is almost
invisible.  Harry looks frail.  I hear that the
Governor of Iowa has a lot of charisma.

Here's my take on applying the 14 words
from the leftwing perspective.  Warning,
it may be upsetting.

Privatizing Our Retirement
Outsourcing Our Future
Tax Simplification for the Rich
Estate Tax Haven
Global Oppression Economy
Aliens Hold Down Wages
Foreign Trade 'til It Hurts
Tort Reform Pays For Campaigns
No Defense For The People
Corporations First
Privileged Education
Health Care For Some
Washington Looters

Steve Hovland

-----Original Message-----
From:	Lynn D. Johnson, Ph.D. [SMTP:ljohnson at solution-consulting.com]
Sent:	Wednesday, March 02, 2005 5:34 AM
To:	Steve Hovland
Subject:	Re: [Paleopsych] Frank Luntz: 14 words Republicans should not say

Ah, so you are one of the twenty-three people who listen to Air America! 
What a pleasure it is to know you! <grin>

I thought it was a pretty good example of branding and positioning. What 
the Left fails to see is that there needs to be some value and truth 
underlying the branding or the effort will fail. The Right currently 
argues that the Left has lost its way and is mindless and reactive. The 
energy from the Right comes from the huge turnaround, in terms of 
articles, think tanks, and books.

Actually, Harry Reid did some interesting positioning when he said that 
a baby born today is born with a $35k (or whatever number) "birth tax." 
That is memorable. The notion that the Left is now concerned about 
deficit and Right isn't, is a delicious irony, since it was 
traditionally the Left that was into deficits. But it does represent a 
visionary position. Reid may be more of an asset than meets the eye.

Steve Hovland wrote:

>I heard about this on Air America about 3 am and
>jumped out of bed to find this.  So as far as I know
>this is real.  There is also a pdf of a 160 page
>briefing book supposedly from Luntz.
>This is the page:
>The link to the briefing book download is the word
>"Republicans" in orange.
>Steve Hovland
>-----Original Message-----
>From:	Lynn D. Johnson, Ph.D. [SMTP:ljohnson at solution-consulting.com]
>Sent:	Tuesday, March 01, 2005 8:23 PM
>To:	Steve Hovland
>Subject:	Re: [Paleopsych] Frank Luntz: 14 words Republicans should not say
>Steve Hovland wrote:
>>Sometimes it is not what you say that matters but what you don't say. Other 
>>times a single word or phrase can undermine or destroy the credibility of a 
>>paragraph or entire presentation. This memo was originally prepared 
>>exclusively for Congressional spouses because they are your eyes and ears, 
>>a one-person reality check and truth squad combined. However, by popular 
>>demand, I have included and expanded that document because effectively 
>>communicating the New American Lexicon requires you to STOP saying words 
>>and phrases that undermine your ability to educate the American people.
>>So from today forward, YOU are the language police. From today forward, 
>>these are the words never to say again.
>>1. NEVER SAY Government
>>INSTEAD SAY: Washington
>>The fact is, most Americans appreciate their local government that picks up 
>>their trash, cleans their streets, and provides police and transportation 
>>services. Washington is the problem. Remind voters again and again about 
>>Washington spending, Washington waste, Washington taxation, Washington 
>>bureaucracy, Washington rules and Washington regulations. Then remind 
>>voters that if Washington created this mess, it is Washington's 
>>responsibility to fix it. "If we expect to succeed, we must look to 
>>ourselves and not to Washington to raise our kids, start our businesses and 
>>improve our day-to-day lives." If you must talk about government, use the 
>>context defined by President Bush: "Government should help people improve 
>>their lives, not try to run their lives."
>>2. NEVER SAY Privatization/Private Accounts
>>INSTEAD SAY: Personalization/Personal Accounts
>>Many more Americans would "personalize" Social Security than "privatize" 
>>it. In fact, two-thirds of America wants to personalize Social Security 
>>while only one-third should privatize it. Why? Personalizing Social 
>>Security suggests ownership and control over your retirement savings, while 
>>privatizing it suggests a profit motive and winners and losers. BANISH 
>>PRIVATIZATION FROM YOUR LEXICON.(Emphasis mine, caps lock theirs)
>>3. NEVER SAY Tax Reform
>>INSTEAD SAY: Tax Simplification
>>While a majority of Americans are generally in favor of tax reform, 
>>one-third of the population fears that they would end up paying more in 
>>taxes if the tax code was in fact reformed. However, almost all Americans 
>>believe they would personally benefit from a tax code that was 
>>simplified-in terms of money they owe, time they spend and anxiety about 
>>the IRS. When more Americans fear the IRS than root- canal surgery, 
>>something should be done to simplify the tax code.
>>4. NEVER SAY Inheritance/Estate Tax
>>INSTEAD SAY: The Death Tax
>>While a sizable 68% of America thinks the Inheritance/Estate Tax is unfair, 
>>fully 78%think that the Death Tax is unfair. And while a narrow majority 
>>would repeal the inheritance/estate tax, an overwhelming majority would 
>>repeal the death tax. If you want to kill the estate tax, call it a death 
>>5. NEVER SAY A Global Economy/Globalization/Capitalism
>>INSTEAD SAY: Free Market Economy
>>More Americans are afraid of the principle of globalization than even 
>>privatization. The reason? Globalization represents something big, 
>>something distant and something foreign. It's the same reason why Americans 
>>like their local government but dislike Washington-the closer you are, the 
>>more control you have. So instead of talking about the principles of 
>>globalization, instead emphasize "the value and benefits of a free market 
>>economy." Similarly, capitalism reminds people of harsh economic 
>>competition that yields losers as well as winners. Conversely, the free 
>>market economy provides opportunity to all and allows everyone to succeed.
>>6. NEVER SAY Outsourcing
>>INSTEAD SAY: Taxation, Regulation, Litigation Innovation, Education
>>When you use the words of your opposition, you are basically accepting 
>>their definition and therefore their conclusion. We should NEVER use the 
>>word outsourcing because we will then be asked to defend or end the 
>>practice of allowing companies to ship American jobs overseas. Rather, we 
>>should talk about the "root cause" why any company would not want to hire 
>>"the best workers in the world." And the answer: "over-taxation, 
>>over-regulation, too much litigation, and not enough innovation or quality 
>>education." Because it rhymes, it will be remembered.
>>7. NEVER SAY Undocumented Workers
>>INSTEAD SAY: Illegal Aliens
>>The Dems have adopted the phrase "undocumented worker" but you shouldn't. 
>>Call them exactly what they are. In fact, instead of addressing 
>>"immigration reform," which polarizes Americans, you should be talking 
>>about "border security" issues. Securing our borders and our people has 
>>universal support.
>>8. NEVER SAY Foreign Trade
>>INSTEAD SAY: International Trade
>>For many reasons unrelated to this issue, the word "foreign" conjures up 
>>negative images. Americans simply don't like "foreign oil," or "foreign 
>>products" or "foreign nationals." International is a more positive concept 
>>than either foreign or global.
>>9. NEVER SAY Drilling for oil
>>INSTEAD SAY: Exploring for energy
>>It's the picture people paint in their minds, the difference between an 
>>old-fashioned oil rig that gushes up black goop vs. 21st century technology 
>>and innovation that provides us the ability to heat our homes and drive our 
>>cars. When you talk about energy, use words like "responsible" and 
>>"balanced" and always address your concern for the environment.
>>10. NEVER SAY Tort Reform
>>INSTEAD SAY: Lawsuit Abuse Reform
>>The term "tort" has very little meaning to the average American, and at 
>>best reminds one of a French pastry. "Lawsuit Abuse" is something most 
>>Americans understand and resent. If you really want to make your case, add 
>>the word "frivolous."
>>11. NEVER SAY Trial Lawyer
>>INSTEAD SAY: Personal Injury Lawyer
>>It is hard to distrust a trial lawyer because we see them portrayed so 
>>favorably on L.A. Law and Law & Order. But personal injury lawyers, also 
>>known as ambulance chasers, remind people of those annoying, harassing 
>>commercials we see at 1:00 a.m. cajoling us to sue someone. If you want to 
>>get the full bang for the buck, call them "predatory personal injury 
>>12. NEVER SAY Corporate Transparency
>>INSTEAD SAY: Corporate Accountability
>>I constantly hear the need for "transparency" coming from members of the 
>>financial services industry as well as members of Congress. But if you 
>>asked the American people, corporate accountability is a much higher 
>>priority. The fact is, a majority of Americans can't even explain what 
>>transparency actually means. But everyone understands and demands 
>>accountability from all sectors of the economy ? and the government.
>>13. NEVER SAY School Choice
>>INSTEAD SAY: Parental Choice/Equal Opportunity in Education
>>Americans are still evenly split over whether they support "school choice" 
>>in America's schools. But they are heavily in favor of "giving parents the 
>>right to choose the schools that are right for their children," an there is 
>>almost universal support for "equal opportunity in education." So frame the 
>>issue right and you get the support you need.
>>14. NEVER SAY Health care "Choice"
>>INSTEAD SAY: "The Right to Choose"
>>This is an important nuance so often lost on political officials. Almost 
>>all Americans want "the right to choose the health care plan, hospital, 
>>doctor and prescription drug plan that is best for them," but far fewer 
>>Americans actually want to make that choice. In fact, the older you get, 
>>the less eager you are to have a wide range of choices. One reason why the 
>>prescription drug card earned only qualified public support was that it 
>>offered too many choices and therefore created too much confusion for too 
>>many senior citizens.
>>paleopsych mailing list
>>paleopsych at paleopsych.org
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