I recently read The Little Blue Book, by George Lakoff. It bills itself as "the essential guide to thinking and talking democratic."
Even as a conservative, I found the book fascinating. The ideas he discusses behind the words we use to influence public opinion are worth looking into if you're considering a run for office.
The central theme is this: messaging is about thinking, not just language. To get the language right you have to understand the thought it conjures up. In other words, if you can't choose the right words for your message unless you understand what voters hear when they hear those words.
Check out the reviews on Amazon for a little more information on the book.
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