How to Speak Like a Real Republican

By Mike Allen

Why say "spending," when "investment" yields a more positive vibe? Frank Luntz, the Republican pollster and focus-group guru, warns in his new book, Words That Work: It's Not What You Say, It's What People Hear, that locution can decide elections. The G.O.P. proved it in November. "Linguistically, they got sloppy," he writes. Luntz successfully promoted "death tax" for "estate tax," "climate change" for "global warming" and "scholarships" for "vouchers." Here, he gives TIME five stinkers '08 hopefuls should avoid. [This article contains a table. Please see hardcopy of magazine.] BAD WORDS WHY Listening So much for the listening tours that Senator Hillary Rodham Clinton made famous. Voters are in a results mood. "Too passive," Luntz instructs. "'Getting it done' is more active." Globalization The word "frightens older workers," Luntz warns, since they translate it as losing U.S. jobs to other countries. A more palatable way to convey the idea: "free-market economy." Eavesdropping It doesn't say antiterrorism. It says "people listening in on their neighbor's personal conversation," says Luntz. "Electronic intercepts" is "more scientific and justifiable." Tort reform Republicans love this term, but to Luntz it either makes your eyes glaze over or suggests a French pastry. He advises tort bashers to use the snappier "lawsuit abuse." Amnesty "Amnesty for illegals equals death for politicians," says Luntz. People don't want breaks for illegals. They want "border control" and "rule of law," he warns his clients.