Whenever Newt Gingrich rises to prominence, he does it with his mouth. His use of language is so effective, you have to just watch and marvel at the sheer political carnage when he goes to work. Sometimes, you can see a reporter’s life pass before her or his eyes when he nails them. His mouth gets aimed like a machine gun and he fires, no hesitation. Turns out, the mystery of what he does is in plain sight, in a book he wrote! The secret is words. Not just any words. Specific words that define “them” and define you, or “us.”
From Language, A Key Mechanism of Control by Newt Gingrich(1995), a list of specific words!

“Them” words

Apply these to the opponent, their record, proposals and their party.

decay… failure (fail)… collapse(ing)… deeper… crisis… urgent(cy)… destructive… destroy… sick… pathetic… lie… liberal… they/them… unionized bureaucracy… “compassion” is not enough… betray… consequences… limit(s)… shallow… traitors… sensationalists…

endanger… coercion… hypocrisy… radical… threaten… devour… waste… corruption… incompetent… permissive attitudes… destructive… impose… self-serving… greed… ideological… insecure… anti-(issue): flag, family, child, jobs… pessimistic… excuses… intolerant…

stagnation… welfare… corrupt… selfish… insensitive… status quo… mandate(s)… taxes… spend(ing)… shame… disgrace… punish (poor…)… bizarre… cynicism… cheat… steal… abuse of power… machine… bosses… obsolete… criminal rights… red tape… patronage

“Us” words

…these words help develop the positive side of the contrast…

share… change… opportunity… legacy… challenge… control… truth… moral… courage… reform… prosperity… crusade… movement… children… family… debate… compete… active(ly)… we/us/our… candid(ly)… humane… pristine… provide…

liberty… commitment… principle(d)… unique… duty… precious… premise… care(ing)… tough… listen… learn… help… lead… vision… success… empower(ment)… citizen… activist… mobilize… conflict… light… dream… freedom…

peace… rights… pioneer… proud/pride… building… preserve… pro-(issue): flag, children, environment… reform… workfare… eliminate good-time in prison… strength… choice/choose… fair… protect… confident… incentive… hard work… initiative… common sense… passionate

Now start developing your “us” words and “them” words. Don’t necessarily use his, as his are meant to work for his disposition as a “conservative” specifically. Find your “us” and “them” words and use them in your letters to the editor and your facebook posts. But be careful with THE POWER…

Newt Gingrich is the very symbol of abuse of power. He brought corruption and decay to our once proud democracy by robbing us of useful public dialogue in such perilous times. Dispatching opponents with robotic precision, with no interest of the nation at heart, his coercion adds nothing to honest dialogue. In fact, it only feeds our nation’s collapse into has-been status by giving tax breaks to hedge fund managers= while casting shame on struggling families.
By contrast, we mobilized to fight for positive change and successfully elected Barack Obama. With his committed leadership, he restored our focus as a maturing nation to fairness by facing healthcare reform head-on, taking on unfair banking practices and getting us out of a foolishly expensive war in Iraq, ensuring a future of strength for America and all hard working families that make up our nation.
There! Now try it yourself!

Article Reference: http://www.fair.org/index.php?page=1276
Photo: http://www.flickr.com/photos/gageskidmore/6266105010/