Words That Don't Work

Frank Luntz wrote a book several years ago titled "Words That Work" that described how to effectively put together a persuasive message by using the right words.

In last night's Presidential debate President Obama showed that words only can take you so far.  Actions and results are what really matter.

Obama was much more on his game last night.  His words and his energy were there.  However, Mitt Romney came to play as well.  Obama's problem was that time and time again Mitt Romney spoke about Obama's results and actions right after Obama spoke his words.  Those words seemed awfully empty.

I thought a participant in a Frank Luntz Focus Group that was shown on Fox News after the debates summed it up better than any of the professional pundits when he colorfully said,

"Obama took me in the last time with his words.  Now I just want him to stop bulls****ing me."

That Luntz focus group in Nevada comprised of undecided voters in Nevada, three-quarters of which said they voted for Obama in 2008, thought Romney won the debate handily last night.  Those are the people that really matter.  I am sure liberals are much happier this morning and they will think Obama won.  That does not matter a whole lot in the end.

I thought the debate was pretty even.  Obama had some very good moments.  So did Romney.  Romney missed some big opportunities to put Obama away.  Most particularly on Libya.  However, I think this issue is going to live on for the next few days if the media has any self respect left.  The President's actions could not be more in conflict with his words.  Will the media hold him accountable?

If I were Mitt Romney I would start a narrative over the next few days that says, "President Obama's words sound really good.  His problem is that most of the time his actions and the facts don't square with his words.  We have had four years of his words.  That is enough.  We need four years of results".

The full impact of debates are not usually felt until a few days after the event.  The narrative in the next few days will be important.  President Obama has some explaining to do.  Will the media try to cover for him like Candy Crowley tried to do last night?

Governor Romney can not expect them to do their job.  He will have to do his and theirs at the same time.