LUNTZ AND LAKOFF

THE FOURTEEN WORDS NEVER TO USE

1. NEVER SAY Government INSTEAD SAY: Washington 2. NEVER SAY Privatization/Private Accounts INSTEAD SAY: Personalization/Personal Accounts 3. NEVER SAY Tax Reform INSTEAD SAY: Tax Simplification 4. NEVER SAY Inheritance/Estate Tax INSTEAD SAY: The Death Tax 5. NEVER SAY A Global Economy/Globalization/Capitalism INSTEAD SAY: Free Market Economy 6. NEVER SAY Outsourcing INSTEAD SAY: Taxation, Regulation, Litigation Innovation, Education 7. NEVER SAY Undocumented Workers INSTEAD SAY: Illegal Aliens

8. NEVER SAY Foreign Trade INSTEAD SAY: International Trade 9. NEVER SAY Drilling for oil INSTEAD SAY: Exploring for energy 10. NEVER SAY Tort Reform INSTEAD SAY: Lawsuit Abuse Reform 11. NEVER SAY Trial Lawyer INSTEAD SAY: Personal Injury Lawyer 12. NEVER SAY Corporate Transparency INSTEAD SAY: Corporate Accountability 13. NEVER SAY School Choice INSTEAD SAY: Parental Choice/Equal Opportunity in Education 14. NEVER SAY Health care “Choice” INSTEAD SAY: “The Right to Choose”