Late, but still interesting.

"Remember
what matters is not what you say
It’s what people hear."
                                 F. Luntz
The January 2010 playbook memo on financial reform, The Language of Financial Reform by the wordmeister himself, Frank Luntz (The Word Doctors).
http://timeswampland.files.wordpress.com/2010/04/languageoffinancialreform.pdf

He is the Yoda of words. His company:http://www.theworddoctors.com/expertise-message.html

Remember: Check the web every February/March for the leaked copy of his annual memo to the Republican Party (one of his clients). Learn about the words that work, and why they work.