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First pollster and word analyst Frank Luntz says politicians really get -- 'cause they've learned to use words and tricky way it's like.
What and it's not just words it's also visuals you notice how they stand with voters that look like -- Crayola crayon box behind them.
That's meant to show that they have the support of all the people.
Or sometimes -- put American flags behind them because -- indicates that they're patriotic.
Or sometimes it just look into the camera right there and read from a teleprompter.
Barack Obama's the best -- better than any Hollywood celebrity.
When John McCain read from a teleprompter Stevie Wonder -- a teleprompter better than John McCain.
-- -- Often read from a teleprompter here what's wrong with that because they're not your words there's somebody else's and that's what I have and they are my words I write it but I have I can't remember -- -- -- put it on the teleprompter I -- Obama does some of that.
I wonder how much he does they want you looked him straight BI.
And say what you mean and mean what you say it's the most important attribute.
And yet politicians today are constantly saying things that nobody understands talking over the heads or talking -- underneath them.
And so it doesn't connect.
Are well let's breakdown some of the phrases they use he's I -- President Obama never talks about taxes he talks about.
Revenue constantly because nobody wants to pay more in taxes it's okay for you John Stossel the pay more.
But I don't want to pay more.
So we talk about revenues everyone thinks it's somebody else who's gonna get it.
Taxes I pay revenue its its -- waiting for -- somebody exactly.
So we don't have a tax increase we have revenue enhancements exactly -- always trying to find ways to soften the negative.
Or strengthen the positive.
I artistry in the state of the union speech the president said no more bailouts no more handouts no more cop out now think about that phrase first -- let's peeling.
It is appealing it was -- it when we tested this for Fox News that was an -- phrase of this entire speech.
No more bailouts he's the one who gave the biggest bailout to the banks height no more handout is biggest in history what do you call the stimulus again over 800 billion dollars that's not a hand we don't call student loans what you call most of his pro.
And no more cop outs he blames congress whenever anything goes wrong he blames congress are -- guilty of all of those so why do we -- up -- you said it was the most light.
Tested phrase in your group because you as you said at the opening in that word trust is so important it's not brand it's not reputation.
It's hard to earn and it's easy to lose but if you have it you get reelected again and again.
But the Republicans are -- better.
They to add back in the 2008 convention I was on the floor for fox when they started that sheer drill baby drill drill baby drill.
When I say the phrase drilling for oil what visual comes to mind.
A drill going into the earth is a clean.
I'm not especially now -- I mean and older viewers think it's a good thing it's -- good how black.
Boot it's like -- clamp and shooting at the ground.
So you're saying the Republicans were don't in this case they were you -- for it because it's so graphically negative.
And ugly when they could be talking about exploring for energy which means exactly the same thing.
Explore for energy explore for energy it's not as -- not you can use of this each year it's -- Explore for energy it just doesn't quite roll off the top but sometimes you don't do things for cheers you do them because their rights.
Where -- libertarians go wrong I it's easy privatizing Social Security if you privatize it.
In your ear you're thinking Wall Street you're thinking financial executives.
What they should be talking about is personalizing it because that means I personal savings -- correct that's the right way to do it.
Ron Paul talks about liberty.
And he should be talking about freedom.
The -- the difference is at liberty is an ideology to most Americans freedom as a day to day existence.
We want to be free freedom which I know you support which -- know that that's part of who you are.
Reasons fort -- do you support liberty but liberty is ideological freedom is personal.
Thank you frank blow.
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