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

by Frank Luntz

Rule Nine Ask a Question The best messages intellectually invite audience participation. In this case, it was essential that the speaker used questions that triggered thoughts not just about the present but also about a troubling future if the status quo was allowed to stand: WORDS THAT WORK “I know that there are some who would say that the illegal immigrants are here already so let them stay, let them work, and let them enjoy all the benefits of American citizenship. I don’t agree. What message would that send to LEGAL immigrants who have played by the rules, waiting years for the chance to live and work here? What message does that send to law-abiding American citizens who work hard to pay their taxes—only to see those tax dollars go to lawbreakers? What message would that send to every would-be ILLEGAL immigrant? Just get yourself across the border and you’re home free? Those are messages I don’t want to send any longer.”