words

From Estate Tax to Death Tax: How to Change Public Opinion Overnight

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Frank Luntz, a Republican consultant, spearheaded the messaging change from “estate tax” to “death tax” in the 1990s. The term “death tax” had been used decades before, but it was used again at that time as Republicans sought support for its repeal. By shifting the frame from a tax on “estates,” (which sounds like it only affects very … Read more

Concision: Tell Them What They Need to Know and Nothing More

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Have you ever found yourself being a blabbermouth? You just talk and talk, going off on tangents and unrelated anecdotes. You try to convey an idea, describe a product, or make an argument, but you end up getting lost in a word salad of your own making. And you can tell your counterpart is bored … Read more