As you know, one of the key points in the Gopac [instructional tapes] is that “language matters.” As we mail tapes to candidates, and use them in training sessions across the country, we hear a plaintive plea: “I wish I could speak like Newt.” That takes years of practice. But we believe that you can have a significant impact on your campaign if we help a little. That is why we have created this list of words and phrases. This list is prepared so that you might have a directory of words to use in writing literature and letters, in preparing speeches, and in producing material for the electronic media. The words and phrases are powerful. Read them. Memorize as many as possible. And remember that, like any tool, these words will not help if they are not used.
Optimistic Positive Governing Words
Use the list below to help define your campaign and your vision of public service. These words can help give extra power to your message.
| common sense | freedom | peace | reform |
| courage | hard work | pioneer | rights |
| crusade | help | precious | strength |
| dream | liberty | pride | truth |
| duty | light | principle(d) | vision |
| empower(ment) | moral | pristine | workfare |
| fair | movement | pro-environment | |
| family | passionate | prosperity |
Contrasting Words
Often we search hard for words to define our opponents. Sometimes we are hesitant to use contrast. These are powerful words that can create a clear and easily understood contrast. Apply these to the opponent, his record, proposals and party.
| anti-child | deeper | liberal | shallow |
| anti-flag | disgrace | lie | shame |
| betray | devour | machine | sick |
| bizarre | destroy | obsolete | status quo |
| cheat | excuses | pathetic | steal |
| collapse | failure | radical | taxes |
| corruption | greed | red tape | they/them |
| crisis | hypocrisy | self-serving | traitors |
| decay | incompetent | sensationalists | welfare |
The above document, a working paper from GOPAC, Newt Gingrich’s political action committee, was circulated to freshman Republican members of the 104th Congress in 1995. It functions as a rudimentary rhetorical handbook, providing inexperienced political speakers with a lexicon of terms that drive a wedge of distinctions between themselves and members of the opposing party. At the same time it educates them in a common language that will give evidence of their solidarity with the Speaker of the House and his goals for the Republican majority. [Source: https://uh.edu/~englin/rephandout.html]
I also found a version of this approach to help the democratic party come to power here: ‘Language: a Key Mechanism of Control’ updated for 2022