APPENDIX: THE 14 WORDS NEVER TO USE
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 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. Government – Washington
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 succee4 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. Privatization/Private Accounts – Personalization/Personal Accounts
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 want to personalize Social Security while only one-third would 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.
3. Tax Reform – Tax Simplification
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. Inheritance/Estate Tax – The Death Tax
NEVER SAY: Inheritance/Estate Tax
INSTEAD SAY: The Death Tax
While a sizeable 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 tax.
5. A Global Economy/Globalization/Capitalism – Free Market Economy
NEVER SAY: 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 foreiwi. 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.
