Luntz Research Companies
The New American Lexicon
Outline as excerpted
So how does a President with a national job approval rating hovering at 50% an
economy that lost more than a million jobs over his four years in office, a war that his cost more than a thousand American lives and counting, $50 a barrel for oil, and a national mood that is downright sour still secure more than enough votes to win re-election? And what does it portend for the Republican Party in 2006?
The answer? Credibility. George W. Bush had it. John Kerry did not.
Setting the Context and Tone
Symbols of America are as important as words. From the Statae of Liberty to the Lincoln Memorial to the American Bald Eagle, what you show can be as important as what you say. Use symbols to help convey your agenda more powerfully.
Talk about the principles of democracy and justice and explain how they fit into your policies. The public is ready for a philosophical discussion if you link philosophy to their day-to-day concerns.
It's time for the GOP to tackle and own the principle of fairness. Define fairness as "equality of opportunity."
When you speak of American ownership, be sure to frame it with the lens of opportunity. Ownership is limited, but THE OPPORTUNITY OF OWNERSHIP is limitless and the very definition of the American Dream.
People want politicians who will humanize, personalize and individualize their policies, as well as politicians who talk about "the next generation."
It is perfectly acceptable, if not imperative, that you address this values debate. And yes, it is FAMILY VALUES that Americans want and expect to see in you and in your policies.
Express the the day-to-day concerns of your constituents on a local/neighborhood level. No doubt you do, but you have to both show this and talk about it.
You need to be FOR something, rather than just AGAINST something.
Talk about "a more effective government" rather than no government, as well as a renewed focus on "goals and results, not partisanship or politics,"
Start and end with ACCOUNTABILITY. It matters most.
Growth, Prosperity & Restoring Economic Opportunity
The War on Terror is inextricably linked with our Economy. We still talk about 9-11 every day, but rarely in the context of the effect on the economy. To talk effectively about the recession and our strong economic recovery, you have to talk about the impact of the war on terror.
Empathize. I've said this many times, but it's still so hard for business leaders and PARTICULARLY when talking about the economic recovery. Remember, this is an issue that strikes at Americans' hearts as much as it does their wallets. Too often Republicans offer emotionally shallow economic principles. Show them you care.
Don't Assert An Economic Recovery, Prove It. Ask any American whether they personally feel as though our economy is back to normal, and maybe 3 out of 10 will say yes. Unfortunately, too many in Washington don't seem to agree and gleefully trot out the latest numbers, facts, and figures to show why. To voters, an economic recovery isn't found in a pie chart, it's found in their checking book. Don't make this mistake by asserting that the recovery is here. Always talk about "an economy that continues to grow and the new jobs that are being created every day."
Have a LONG-TERM PLAN. Rather than asserting a good economy, you must still talk about the pandemic issues that it faces and your solutions to them. No matter how good the economy gets, Americans will still believe that it could be better. In their hearts they always believe there is more opportunity to instill and inefficiency to wring out.
Don't talk about Tax Cuts, talk ahout Tax Hikes. Do not be too quick to cite the tax cuts for the economy's improvement. It is rarely believed, even among your most fervent supporters. Instead, link potential tax increases to their negative economic repercussiom and you will get a much more positive reaction. The difference between these two is truly amazing. Americans oppose tax hikes even more than they support tax cuts.
Everyone must benefit - particularty HARDWORKING, OVERBURDENED AMERICAN TAXPAYERS. The public is looking for inclusive policies that lift up all economic boats. In this outsourcing debate, it really is essential that you make a commitment that all Americans will be helped by your efforts. That's why, when talking about the economy, you need to address personally the people who make it happen.
It's not about jobs. It's about CAREERS. Job training and lifelong learning is at the core of ai policy of long-term, sustained, genuine economic success. Job training and lifelong learning is at the core of the American Dream - the opportunity to grow a job into a career and the opportunity to grow a career into a business of your own. So even though you want to talk about creating jobs, you then want to add "...so that every American will have the career of their choice."
American prosperity depends on INNOVATION and AMERICAN PRODUCTIVITY. Americans have never been accused of being a humble people. So use this to your — advantage - this country likes to think of themselves as hardworkers able to compete and win against any other country in the world. Tapping this spirit encourages voter alignment with a conservative solution to outsourcing.
The root cause of outsourcing is the inhospitable business climate in the US. And the best way to address this problem is found in reducing taxation, regulation, and litigation, which allows innovation and education to bring more jobs into America.
THE OPPORTUNITY OF OWNERSHIP. President's innovative Ownership Society message. Ownership in itself is perceived as being beyond the means of some Americans, but all Americans appreciate and value the opportunity of someday owning a home, owning a business, and owning their retirement savings - all essential components of the American Dream. Ownership means control - and getting control of their lives is an essential component of our day-to-day quality of life.
THE WORDS AND LANGUAGE OF PROSPERTY: Economic (In)security; Economic Isolationism; Innovation; A Level Playing Field; Compete & Win; Trade Enforcement; Fighting for the American Worker; A Balanced, Common Sense Approach; Tax Fairness; Tax Simplification; Simplify & Streamline Regulations; Lawsuit Abuse Reform; Greedy Personal Injury Lawyers; Energy Independence; Diversity and Self-Sufficiency; A Smart, Flexible, Efficient, Effective Workforce; Real World Solutions to Real World Problems; We Can Do Better
International Trade: Promoting America's Competitiveness
It's "INTERNATIONAL" trade, NOT "foreign" trade or "global" trade. For many reasons unrelated to this issue, the word "foreign" conjures up very negative images. Since Americans are more "pro-international" than they are "pro-foreign" or "pro-global" (globalization is a particularly frightening term to many Americans), we suggest you accept this terminology. INTERNATIONAL trade is favored over FOREIGN trade by 68% of Americans.
"A level playing field" is what Americans want, expect and demand from international trade. This is the only issue we have studied where the process is as important as the result. The level playing field concept is what Americans believe is the fundamental principle behind trade expansion and new trade agreement. This is how we currently define "free and fair trade."
Jobs are what Americans most want from international trade. Even though most companies and many in the Administration make the case for cheaper products and more choices, in the current economic climate, what matters most is the number of jobs created by trade and/or jobs lost because of it. If you are a proponent of greater trade, you will need to use employment facts/statistics to prove that trade yields a net positive number of jobs. A majority of Americans are still not sure.
Appeal to America's greatness. Americans love being told we're the best, that we're number one. We will do anything—ANYTHING—to remain number one, and will oppose anything that undermines that superiority. It is essential in any discussion of trade to declare that we are "the greatest economic power in the world" and that "we will remain the greatest economic power in the world only so long as we continue to do business with other nations."
When it comes to competition, WINNING is the only acceptable outcome. Other than the Germans, we are probably the most competitive population on the globe, and we take economic competition just as seriously as sports or politics. As long as Americans believe we can and will win in the global markets, they will want to play. However, winning is not defined by "balance of payments" or by "trade deficit figures." The public does not care about how many foreign products are sold in America. Winning is determined by our ability to get our products into foreign markets and keep our economy healthy. And those who oppose international trade should be called "defeatists" for they have given up on our products and our workers without even a fight.
The overarching trade objective is "ENHANCEMENT." Americans are skeptical of "trade expansion" because they're not really sure whether our companies, products and employees are truly benefiting from additional trade, and "promotion" also fails to address the perceived systematic shortcomings. Enhancement is about the quality of the agreements, not just the quantity - and that's exactly what Americans want to see.
"Fairness" is the strongest weapon in the anti-trade arsenal. The primary reason why about a third of the population (and the percentage is growing) opposes free trade is because they think our competitors are not competing fairly. That's why the "fairness" component must be a part of any communication strategy-talking about putting U.S. businesses "on an even footing" or "guaranteeing a level playing field" or about fair trade, NOT just free trade" is essential to winning the trade argument.
The best financial statistic: expanding international trade is the equivalent of a $1,300 to $2,000 tax cut for the average American family. Americans like to save money, particularly those who shop at Target, Wal-Mart and the other stores most likely to offer foreign-made products. The problem is, while consumers see the benefits every day - right in their own wallets and pocketbooks - of less expensive imported products, they do not recognize why prices are cheaper and selection greater. You need to explain it better by making a DIRECT connection through the statistic above.
High-wage jobs, highly-skilled workers and high-tech products are more important than trade deficit numbers. We asked Americans whether a country that has low-wage jobs, low-skilled workers, and produces labor-intensive products but has a large trade surplus is better off than a country that has high-wage jobs, highly-skilled workers, and high-tech products but a large trade deficit. The answer was a resounding NO for two reasons. First, many people confuse the trade deficit with the budget deficit ("they're all just numbers... big numbers") and their eyes glaze over. Second, most Americans truly would rather live in a high-wage, highly-skilled, high-tech country. So don't forget to name the many foreign companies that have opened facilities that employ significant numbers of Americans (Honda, Toyota, and BMW manufacturing plants, for example).
Don't forget American farmers. No profession's members care more about selling American products abroad than do American fanners, because no one has more at stake, in fact, if we are to save the farm economy, it is essential that we expand markets abroad to American agricultural products. Let farmers know you are fighting for them in the capitals of Europe and Asia, not just in Washington.
Don't talk like economists, Words like "protectionist," "capitalist, " and "isolationist" turn the average voter off. In this case, I am sorry to say that emotion beats intellect. All your facts must ring true, but they should be couched in terms that appeal to our hearts as well as our heads.
The Budget: Ending Wasteful Washington Spending
"PUTTING OUR NATIONAL PRIORITIES IN ORDER." That is the top American priority right now. And that should be at the core of your communication efforts.
"Common sense" and "accountability" are the two principles that matter most in the upcoming budget debate. Yes, these attributes matter in every national debate, but they are particularly important to Americans who universally think you waste way too much of their taxpayer dollars and blame Republicans just as much as Democrats for the deficits. If you can demonstrate these two attributes, you win the communication war. If you don't, you won't.
"PRINCIPLES" should be at the heart of any discussion about the budget. At the outset of your speech, list numerically and then descriptively the process you follow in deciding how to spend the money of America's hardworking overburdened taxpayers.
"Cutting wasteful Washington spending" has always had greater emotional appeal than "balancing the budget." This is still true today. Americans still believe the primary cause of the deficit is wasteful Washington spending, not the tax cuts. So tell them: "Americans aren't taxed too little. Washington spends too much."
"Economic growth" is the best way to balance the budget. Remind people that raising taxes discourages work, investment and achievements and it only gives the IRS a larger piece of a smaller pie. The economy is growing and expanding thanks to lower taxes and other policies that encourage job creation and innovation. And when the economy grows, the government collects more and we will be able to keep more.
"Winning the war on terror is the first budget priority." As President Bush has said, homeland defense, rebuilding our military, and conducting the war on terrorism must be our top priorities. "We must and will spend whatever it takes to keep this country safe."
Talk in real terms, not in terms of economic theories. While the typical Republican spends too much time discussing procedural budget details, Democrats make a grand show of responding to everyday American concerns. Language that works: "The budget isn't about numbers or about theory. Our common sense budget is about priorities and people - real people with real dreams for the future.
It's about the future, not just the present. What are we going to do to secure the budget responsibly for the next generation? "The choice is clear. Either we tie the hands of Washington and stop it from spending our money, or Washington will tie the hands of our children and spend them further into debt. That's an easy choice for me to make."
Tax Relief & Simplification
You may be tempted to talk about tax policy in terms of reform. Don't. When Americans hear the word reform, they fear that they will end up paying more. Far better for you to talk about simplification - which everyone supports and sees a benefit.
You may be tempted to talk about making the tax cuts from 2001 and 2003 "permanent." Don't. It is a far more effective to talk about "the largest tax increase in American history if these tax cuts are revoked." Remember, the American public dislikes a tax hike more than they like a tax cut.
You may be tempted to talk about how Americans are overtaxed overall. Do, but also emphasize that Washington spends too much as well. The more you link high taxes to high spending, the greater the support for tax relief.
If there is one debate where framing the issue is as important as the policy itself, this is it. So here's what needs to be said to set the context and begin the tax relief and tax simplification effort:
Personalize tax relief. Don't talk in numbers. Talk in terms of day-to-day life, and explain how your tax relief plan will leave more money in the pockets of hardworking Americans at the end of every week. Don't talk about the overall size of the cut. Focus instead on the marriage penalty, death taxes, rate reductions, and so on.
"The only way to stop wasteful Washington spending now and forever is to keep the money with those who earned it." Americans are actually willing to pay their current tax bill, but what makes them angry is how Washington spends that money. So tell them: "If Washington doesn't have your money, Washington can't spend your money."
"It's the economy, stupid." The second strongest argument for maintaining the tax relief is to provide "economic security." Every day, more Americans are concerned about their personal job security and their individual financial situation. The economic recovery is well underway and jobs are coming back in record numbers, but uncertainty is still with us. A tax hike will only hike uncertainty and anxiety."
The IRS is still the most hated institution of government. You, cannot overdo it when it comes to attacking the IRS. The single greatest public relations success of the Republican Congressional majority was the 1997 public hearings on the IRS. For about 11 days you were the talk of the country - true political heroes. History may not repeat itself, but why not try? The more you focus on continuing IRS abuses and the need for IRS reform, the better.
Americans are taxed to death. Literally. Other than the IRS, nothing annoys Americans more than the thought of being taxed simply because you die. Years ago the death tax was thought of as a chance to recoup money from the richest Americans. Today it is one of the most unpopular taxes. Even a plurality of Democrats support its repeal.
It IS an issue of FAIRNESS. It's time for Republicans to talk about why the tax system punishes the successful. Is it fair to punish those who create jobs? Is it fair to overtax those who develop, create, expand and enhance? Is our current tax code fair? A majority of Americans would say no.
Tax relief for business is tax relief for employees. Americans need to be reminded that small and large businesses are made up of employees. In these tough economic times, when businesses are allowed to keep more of their profits, they can keep more of their employees.
For those who want to tackle the tax simplification debate now, you will be warmly embraced by the American people. But to achieve maximum support, effective tax simplification language MUST contain appeals to three specific principles:
FAIRNESS. Americans want to know that the guy in the mansion at the top of the hill is paying his fair share. Most agree that the poor shouldn't pay much at all, but those who can work should not get a free ride. Fairness does not mean soak-the-rich, but it does mean the wealthy must pay their fair share. Fully 73% of the American people believe "fairness " is either the first or second most important principle of tax relief and tax reform.
SIMPLICITY. People do not want to pay accountants to prepare their taxes, which even many less affluent taxpayers do because the system has become so complicated. Many Americans are also concerned they are missing deductions to that which they are entitled because the system is so complex. Another benefit to a "simple" tax structure is the large budgetary savings to be had by eliminating or dramatically reducing the size of the IRS. Either way, a majority of Americans (54%) believe simplifying the tax code must be part of tax reform.
RELIABILITY. Americans hate how the tax code changes from year to year - and they don't like it. They want a tax code that is free from incessant congressional tinkering each year based solely on the whims of a few special interests and their lobbyists. It is precisely this lack of reliability...its inconsistency, which has contributed to the stunning amount of time that Americans must spend understanding and completing their taxes.
Social Security = Retirement Security
IF YOU READ NOTHING ELSE IN THIS CHAPTER, READ THIS. Remember: when we are talking about Social Security, we are really talking about retirement security.
It is a fundamental principle that "Americans have a right to a safe, secure retirement"
Our current and near retirees deserve the "peace of mind" of knowing they will get full benefits for their entire retirement.
To achieve "generation fairness," we have a responsibility to save Social Security RIGHT NOW so that our children and generations to come receive the same benefits we have enjoyed.
It would be easier to turn away and leave the tough decisions to others down the road. But we do things in life not because they are easy but because they are necessary - no matter how hard they are. And delay just makes the solution more difficult and costly.
Social Security is a financially broken system; it will start going bankrupt in 13 years and will be completely bankrupt in a matter of decades. For the tens of millions of Americans who depend on Social Security, this is simply unacceptable.
Washington has done a terrible job managing the Social Security Trust Fund. A 1.6% return on your Social Security dollars is unacceptable. It's time to give the American people a say in how THEIR money is invested and the opportunity to do better.
Improving our Social Security system CANNOT be a partisan issue. We must all work together and put the partisan bickering behind us.
Remember, it's YOUR money. It's YOUR future. It's YOUR life.
You should have the right, if you wish, to invest YOUR Social Security taxes in safe, diversified funds like a thrift savings plan because the return has been proven to be better than with any government fund.
I ask you to focus on the facts, study the issue, and then make up your own mind. When it comes to financial literacy and Social Security, the more you know, the better off we'll be.
Lawsuit Abuse Reform: A Common Sense Approach
This is a winning issue for Republicans. The public is on your side - well over 70% of the American public want lawsuit abuse reform. But unless you get the tone right, that won't matter - you will lose the argument. The key is communicating it.
Especially in the wake of September 11, the public has less tolerance than ever for anyone perceived to be taking advantage of other Americans. Out-of-control lawsuit abuse can seem like an illogical Alice in Wonderland creation in light of the shift in priorities that has taken place since the war on terror began. Adherence to these ten principles will help you communicate your effort to restore sanity to the legal system:
Tone and context is everything. If you don't get the tone and the context right, nothing else matters. Yes, there is a strong desire for lawsuit abuse reform, BUT there is a right way and a wrong way to speak to that desire. Get it wrong, and you will undermine your credibility - not the personal injury lawyers. Americans are opposed to the abuse of the system, not to every lawyer out there.
Talk about the specifics - spell out the problems caused by lawsuit abuse... You have to address the specific problems that America's out-of-control legal system is creating. It is essential to take Americans with you each step of the argument. So relate lawsuit abuse to the real life problems it is causing.
Personalize, Personalize, Personalize. It is a communications mistake to talk about the effects of lawsuit abuse on the economy as a whole or any other big abstraction. You must talk about the consequences for ordinary Americans - how it impacts everyone from pregnant mothers to America's hardworking employees.
Don't overstate the impact of lawsuit abuse. Americans believe that lawsuit abuse is a serious problem, but they don't buy arguments that lawsuit abuse is the sole cause of rising healthcare costs, doctor flight or outsourcing. You can say lawsuit abuse contributes to these problems, but you can't say it's causing them.
Third party endorsements matter. Let me blunt. The B.S. meter of the average American voter is high. People want to know that respected authorities agree with you.
It is important to people that the American Medical Association has designated their state a 'state in crisis' because of the shortage of doctors.
Individuals who have been wrongly injured deserve their day in court. Americans believe that everyone has a right to their day in court. They agree that we need to make our courts more accessible to real victims and less accessible to unfounded lawsuits. And they agree that it should not take years to bring legitimate cases to trial because the system is jammed with frivolous lawsuits.
It is essential that Americans can access healthcare when and where they need it. Runaway lawsuits are forcing doctors, including many OBGYNs, out of the profession and forcing many more to practice defensive medicine, blocking access to healthcare for all Americans and risking lives in emergency situations.
There must be a common sense cap on punitive damage awards. Someone who buys hot coffee at a drive-thru and then spills it on herself is not entitled to a $2-million settlement. An employee who finds an employer's language offensive is not entitled to tens of millions of dollars because of "pain and suffering." Americans believe it's time to restore common sense to financial rewards.
It's time to return to responsibility as the core principle of our legal system. Damages should be awarded according to who is at fault rather than who has the deepest pockets. Those who are primarily responsible for damages should pay promptly, but it's time to stop targeting people and businesses just because they are financially successful.
Lawsuits should not be "strike it rich" schemes for lawyers — and losers should pay the costs of frivolous lawsuits. There must be reasonable limits to what lawyers can take from their clients. Otherwise, lawyers get the lion's share of the settlement and the victims end up with scraps. Judges should discourage lawsuit abuse by holding lawyers who file frivolous lawsuits accountable for their actions.
An Energy Policy for the 21st Century
A threat to America's energy security is a threat to national security. Our "dependence" on OPEC and foreign oil entangles us in the Middle East and makes us dependent on countries that are hostile to America and American interests. The greater America's dependence on foreign energy, the greater the threat to American national security. This is the single most important communication recommendation.
Articulate the need to move toward American energy independence and energy self-sufficiency. It is the optimistic, hopeful flip-side of the national security argument. It is not enough to say what we don't want. We need to offer a positive goal.
We need to take a BALANCED approach to soiving our energy needs through DIVERSITY of supply. These two principles are closely linked and crucial to demonstrating that your approach is both long-term and comprehensive.
Reject talk about "choosing between more energy and a cleaner environment." Assert clearly that "we have to do both." The key principle is "responsible energy exploration." And remember, it's NOT drilling for oil. It's responsible energy exploration.
Innovation and 21st Century technology should be at the core of your energy policy. Articulate how 21st Century technology and innovation will provide the solution to our current energy situation. The following sound-bite works best: "We have the best scientists, the best engineers and the best technicians in the world. It's time to put them to work to develop a 21st Century energy program that leads America toward energy independence and self-sufficiency.'*
Stress alternatives that are CLEAN, EFFICIENT, and AFFORDABLE. Alternative sources of energy aren't really viable unless they meet these three criteria. Stress that increasing energy supplies MUST be done by "using energy more cleanly and efficiently and ultimately making it more affordable."
There is an important role for conservation. Whether through technology that allows our products to burn energy more efficiency to an effort to get Americans to be more careful when and how they use energy, we do want conservation to play a role in our energy future. Any policy without conservation will fail the public opinion test.
We need to say yes to a comprehensive, common sense energy policy for the 21st Century. It's time to hold accountable those who stand in the way refuse to accept the energy needs and the energy opportunities facing America now and in the future.
Appendix: The 14 Phrases Never to Use
So from today forward, YOU are the language police. From today forward, these are the words never to say again.
NEVER SAY: Government, INSTEAD SAY: Washington
NEVER SAY: Privatization/Private Accounts, INSTEAD SAY: Personalization/Personal Accounts. BANISH PRIVATIZATION FROM YOUR LEXICON.
NEVER SAY: Tax Reform, INSTEAD SAY: Tax Simplification
NEVER SAY: Inheritance/Estate Tax, INSTEAD SAY: The Death Tax
NEVER SAY: A Global Economy/Globalization/Capitalism, INSTEAD SAY: Free Market Economy
NEVER SAY:Outsourcing, INSTEAD SAY: Taxation, Regulation, Litigation, Innovation, Education
NEVER SAY: Undocumented Workers, INSTEAD SAY: Illegal Aliens
NEVER SAY: Foreign Trade, INSTEAD SAY: International Trade
NEVER SAY: Drilling for oil, INSTEAD SAY: Exploring for energy
NEVER SAY: Tort Reform, INSTEAD SAY: Lawsuit Abuse Reform
NEVER SAY: Trial Lawyer, INSTEAD SAY: Personal Injury Lawyer
NEVER SAY: Corporate Transparency, INSTEAD SAY: Corporate Accountability
NEVER SAY: School Choice, INSTEAD SAY: Parental Choice/Equal Opportunity in Education
NEVER SAY: Healthcare "Choice," INSTEAD SAY: "The Right to Choose"
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