8. from #em#Words That Work#/em#

8. from Words That Work

Frank Luntz

Dr. Frank Luntz is a political consultant specializing in the use of polling and focus groups to effectively shape messages. The following selection comes from his 2007 book Words That Work.

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 an otherwise successful pitch or presentation. Effective communication requires that you stop saying words and phrases that undermine your ability to educate the American people.

This memo is adopted from a document I originally prepared and presented to Republican congressional spouses in January 2005.

NEVER SAY INSTEAD SAY
Global economy Free market economy
Globalization
Capitalism

More Americans are afraid of “globalization” than even “privatization.” The reason? “Globalization” represents something big, something distant, and something foreign. We distrust “globalization” for the same reason we like our 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.” True, blue collar and manufacturing audiences probably won’t like any terminology you use—to them, anything global is a direct threat to their personal employment.

Similarly, “capitalism” reminds people of harsh economic competition that yields losers as well as winners, while “the free market economy” provides opportunity to all and allows everyone to succeed. And here’s one more economic label: “Small business owner” is looked at more favorably than “entrepreneur,” even though people think the latter occupation is more financially successful. The difference? A “small business owner” is perceived to use her own money, her own skills, and her own sweat to build a business (the gender reference is correct—more women than men are small business owners), while “entrepreneurs” are more like speculators who benefit from other people’s money and effort.

NEVER SAY INSTEAD SAY
Foreign trade International trade

5

For many reasons unrelated to this specific issue, the word “foreign” conjures up negative images in the minds of many Americans. We simply don’t like “foreign oil” or “foreign products” or “foreign nationals.” Even though we are truly a nation of foreigners, we have grave concerns about the motives of foreigners—and that concern has only increased since 9/11. “International” is a more positive concept than either “foreign” or “global” not because of anything positive but because it doesn’t come wrapped with all the negative connotations.

In the early days of CNN, network founder Ted Turner forbade anyone to say “foreign” on the air. After all, CNN was an international network and what was “foreign” to one person was likely home to another. The punishment for saying “foreign” rather than “international” was a $50 fine.

NEVER SAY INSTEAD SAY
Undocumented workers/aliens Illegal immigrants
Border security

This linguistic distinction may prove to be the political battle of the decade. The label used to describe those who enter America illegally determines the attitudes people have toward them. Those supportive of a guest worker program that would allow illegal immigrants to remain in the country tend to label these people “undocumented workers” because it suggests legitimate employees who simply don’t have the right paperwork, while those who want to deport these same individuals use the term “illegal aliens” because alien has the most negative connotations.

And 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.

NEVER SAY INSTEAD SAY
Drilling for oil Exploring for energy

I have been involved in an entire language creation effort involving environmental issues, some of which is included in this book. But the one phrase that stands out more than any other is in some ways an energy issue rather than an environmental concern. “Drilling for oil” causes people to paint a picture in their minds of an old-fashioned oil rig that gushes up black goop. “Exploring for energy” conjures a picture of twenty-first-century technology and innovation that “responsibly harvests energy” and provides us the ability to heat our homes and drive our cars. When you talk about energy, use words such as “efficient” and “balanced,” and always express concern for the environment.

NEVER SAY INSTEAD SAY
School choice Parental choice
Equal opportunity in education
Vouchers Opportunity scholarships

10

Thanks to an effective advertising campaign by national and state teacher unions, Americans remain at best evenly split over whether they support “school choice.” But they are heavily in favor of “giving parents the right to choose the schools that are right for their children,” and there is almost universal support for “equal opportunity in education.”

Vouchers,” seen as depriving public schools of necessary dollars, have even less support than the principle of school choice. However, “opportunity scholarships” do have widespread backing, as they are perceived to be a reward for good students to get a good education. Here again, the words you use determine the support you will receive. . .

NEVER SAY INSTEAD SAY
Deny Not give

Yes, the two phrases mean exactly the same thing and yield exactly the same result. But “to deny” implies that you are preventing someone from receiving something they are entitled to, while “not to give” suggests it was only a choice.