Words That Work

Liz Mair of the moderate-Republican group GOPProgress has a good interview up with Frank Luntz, author of the new book, Words That Work. Here's an excerpt:

Liz Mair: OK, next question. What do you think the most important words will be for politicians to use over the next few years, in order to attract the support of the maximum number of voters? I know you talk about bipartisanship, or non-partisanship as a pretty important theme, in your book.

Frank Luntz: Accountability is number one. The public wants to know that you are accountable and responsible for your actions, and for your success or failure. If you can demonstrate accountability, you will be re-elected.

Number two is getting things done. The public is tired of rhetoric, talk, argument and negativity. They want candidates who have a demonstrated record of success and they will vote for people who they believe can actually get it done.
Number three is solving our conscience crisis.

There's a great degree of anxiety and fear out there. We want to be led by individuals that we know won't crumble when things get tough.

Number four is reform. It's not about being a conservative, or being a Republican. It's about being on the side of change, on the side of reform.

On the side of making government more responsive and more effective, which almost always means making it smaller--but not always. The battle over big versus small government in the minds of the electorate is over. They're not asking for smaller government anymore, they're asking for better government, more effective government. And that calls for reform of institutions.

One more: common sense. There's this belief that when you get elected to office, you lose your ability to listen and respond to the average American. The public wants to feel like the people they elect get it. And common sense is in way too short of supply, particularly in Washington.