Words That Work: It's Not What You Say, It's What People Hear

by Frank Luntz

Rule Four Consistency Matters Rules aren’t just for kids and books. To keep members of Congress focused, consistent, and repetitive, you have to tell them that there are specific rules to follow. Otherwise, they won’t follow them. In the immigration debate, the public opinion research uncovered five specific rules: 1. Always differentiate LEGAL from illegal immigration; 2. Always refer to people crossing the border illegally as “illegal immigrants”—NOT as “illegals”; 3. Always focus on those who are hurt most by illegal immigration—American citizens and immigrants who came here legally and played by the rules; 4. Don’t argue whether illegal immigration is a crisis, a major problem, or a national challenge. Describe the problem, quantify it, but don’t measure it; and 5. If it sounds like amnesty, it will fail.