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Luntz's playbook is full of things people should never say if they don't want to undermine the right-wing agenda. Here's how you can be Frank Luntz's worst nightmare:

Economy

# Talk about the economy using "facts and figures."

# Talk about the overall size of Bush's proposed tax cut.

# Describe how repealing the estate tax protects America's wealthiest families.

# Talk about the economy without bringing up 9/11.

# Recall how Bill Clinton produced balanced budgets in the late 1990s.

Budget

# Remind people that conservatives want to make painful cuts in vital government services.

# Talk about the deficit without bringing up 9/11.

Social Security

# Remind people that the financial services industry has been embroiled in scandal and corruption.

# Note that money contributed to private accounts will "go into the hands of greedy Wall Street fat cats."

# Point out that proponents of Social Security privatization "lack factual discipline."

# Tell people that the push to privatize Social Security is about partisan politics.

Energy

# Tell people what ANWR stands for.

# Say, "We should rely on American ingenuity and not the Saudi Royal Family."

# Talk about how drilling for oil harms the environment.

# Always say "Drilling for oil"; Never say "Exploring for energy."

# Give specific examples of safety and security problems at nuclear power plants.

Patients' Rights

# When talking about trial lawyers don't use words like "creeps, bottom-feeds, overpaid and evil."

# Say, "When innocent people who are injured seek compensation from those who cause their injuries it's anything but frivolous. When a preventable careless medical error forces a child into a wheelchair for the rest of his life, it's anything but frivolous. And when someone close to you suffers due to doctor negligence, their right to a day in court is anything but frivolous."
It really is hilarious, if f*****g outrageous, that Luntz is telling Republicans to stay away from "facts and figures" like the plague. Notihng like stating flat out "stay away from reality" when selling the GOP agenda.

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i can't open pdf files

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The right wants to dismantle Social Security, a successful program that is a pillar of stability for working Americans. AARP stands in the way. So without a moment's hesitation, the usual suspects declared that this organization of staid seniors is actually an anti-soldier, pro-gay-marriage leftist front.

It's tempting to dismiss this as an exceptional case in which right-wingers, unable to come up with a real cultural grievance to exploit, fabricated one out of thin air. But such fabrications are the rule, not the exception.

For example, for much of December viewers of Fox News were treated to a series of ominous warnings about "Christmas under siege" - the plot by secular humanists to take Christ out of America's favorite holiday. The evidence for such a plot consisted largely of occasions when someone in an official capacity said, "Happy holidays," instead of, "Merry Christmas."

So it doesn't matter that Social Security is a pro-family program that was created by and for America's greatest generation - and that it is especially crucial in poor but conservative states like Alabama and Arkansas, where it's the only thing keeping a majority of seniors above the poverty line. Right-wingers will still find ways to claim that anyone who opposes privatization supports terrorists and hates family values.

Their first attack may have missed the mark, but it's the shape of smears to come.

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googled his name for information and it seems his major jobs heretofore were with gingrich and contract for america

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Voters have not been galvanized by scandals in Washington, but they are alarmed about illegal immigration, Luntz said. The president's insistence on creating a "guest worker" program to employ illegals puts him "on the wrong side of the solution." When he raises illegal immigration in focus groups of 30 people, Luntz said, "you can't shut people up."