George Lakoff: metaphors we live by; frame the debate. Once your frame is accepted into the discourse, everything you say is just common sense.
Never answer a question framed from your opponent's point of view. Always reframe the question to fit your values and frames.
gay marriage -> right to marry
trial lawyers -> public protection attorneys
national debt -> baby tax
environmental protection -> poison-free communities
The conservative message machine:
"No child left behind" shortchanges many children
"Tax reform" helps the wealthy at the expense of the middle class
"Protecting the unborn"
"Healthy forests initiative"