"I'm so scared of this anti-Wall Street effort. I'm frightened to death," said Frank Luntz, a Republican strategist and one of the nation's foremost experts on crafting the perfect political message. "They're having an impact on what the American people think of capitalism."
...1. Don't say 'capitalism.'"I'm trying to get that word removed and we're replacing it with either 'economic freedom' or 'free market,' " Luntz said. "The public . . . still prefers capitalism to socialism, but they think capitalism is immoral. And if we're seen as defenders of quote, Wall Street, end quote, we've got a problem."2. Don't say that the government 'taxes the rich.' Instead, tell them that the government 'takes from the rich.'"If you talk about raising taxes on the rich," the public responds favorably, Luntz cautioned. But "if you talk about government taking the money from hardworking Americans, the public says no. Taxing, the public will say yes."3. Republicans should forget about winning the battle over the 'middle class.' Call them 'hardworking taxpayers.'"They cannot win if the fight is on hardworking taxpayers. We can say we defend the 'middle class' and the public will say, I'm not sure about that. But defending 'hardworking taxpayers' and Republicans have the advantage."