Why Republicans should watch their language

This coming week, House Republicans will gather in Williamsburg, Va., to discuss what went wrong in 2012. I’ve attended more than a dozen such congressional retreats since 1993, and I can already imagine how the conversations will go. Someone will undoubtedly come to the microphone to declare that what the GOP needs is a better brand, missing the essential point that candidates and political parties are about reputation, trust and ideas. You can’t sell them like soap or detergent.

But what you say in defense of those ideas matters, and what people hear matters even more. [cont.]

Frank Luntz (Washington Post)