Memorandum

National Review, March 9, 1998

DATE: February 1, 1997

FROM: Frank Luntz Research

TO: N. Gingrich, D. Quayle, G. Bush Jr., J. Bush, J. Kasich, & staff

IN RE: Recent focus-group data and suggested course corrections

Guys: Well, we were a bit off the mark last month when we predicted a "return to traditional morality." The events of the past few weeks -- Monica Lewinsky, Bill Clinton, and a 63 per cent approval rating -- have encouraged us to review our methodology a bit and tweak our focus-group techniques.

Certain words and phrases we once recommended -- "common-sense values," "family unity," "opportunity society," and "keeping more of what you earn for your family and your future" -- should be put on hold. Using our revised methodology, our extensive polling and focus-grouping reveal that the current "good feelings towards" phrases are: "ride it like a Harley," "gimme some sugar," "mmmm, mmmm, you are one fine piece of a -- ," and "I categorically deny all allegations; the media should be ashamed of themselves."

Weaving these phrases into your public speeches will yield high voter approval. Remember: Bill Clinton is now at record-high popularity. He doesn't need to work as hard at this as we do -- it comes naturally to him. So use these phrases liberally (as it were!) in your daily speaking engagements, sit back, and watch your poll numbers zoom!

Some specific recommendations:

Mr. Quayle, your public image is squeaky clean. This is, in light of our recent polling data, your biggest drawback. While it is understandable, of course, that your wife, Marilyn, may have reservations about encouraging you to conduct a public affair (that is, a "private" affair that we at FLR will "leak" to the media) perhaps she could be prevailed upon to allow you to slap her around a bit, in public. Because of your extremely benign public image, you will have to really put your weight behind the slaps. She will have to defend you. Again, we apologize for the rather abrupt mid-course correction, but I think you'll agree, after perusing the attached data, that the voters are in an unforgiving mood. It is imperative that you broaden your support by giving your wife a black eye. By the New Hampshire primaries, it is our recommendation that you also deliver her a mild concussion.

George Jr. is a trickier case. Your name-association with your father is both positive (some voters associate him with certain rumors of adultery) and negative (his successful prosecution of the Gulf War left many voters cold). Therefore, a sex scandal is probably a "coals to Newcastle" situation. Your Texas identity, though, is fertile ground for image enhancement. Your best bet, according to our blind polling, is to become a serial killer during the months leading up to the Iowa caucus. (FLR can arrange the details.)

Your high voter recognition and the lingering popularity of your father probably obviate the need for angry denials --incontrovertible forensic evidence alone will be enough to guarantee a strong showing on Super Tuesday.

Jeb, our recommendation to you is to start a series of small fires -- your positive "good feelings towards" numbers are quite high, so actual property damage is unnecessary, and of course, you aren't unpopular enough that we would recommend the taking of human life, though if you do "break out" in the next 18 months, we would strongly urge you to rob a major city bank and take hostages. In light of our new findings, that would be the only way to solidify your support.

John, our research suggests several significant areas of possibilities. Name recognition is obviously your first concern. Our research indicates that you will gain both high-visibility and the all-important "good feelings towards" numbers if you announce, at some point before the spring recess, that you keep a string of boy prostitutes in several apartments in the Adams-Morgan section of town. You should also, we hardly need mention, deny it as vociferously as possible. We at FLR will supply the various news media (with your consultation) incontrovertible evidence of your activities to accompany your denial.

Newt, you have a deeper problem. Just as the President has reinforced voter preconceptions (i.e., they thought he was an unstable character, and he has confirmed this belief) you, too, must burnish your image in the public's consciousness. You must be Newt, only more so. You must give them the Newt they want. Suggested course of action for Newt: burn down an orphanage.

Hope these ideas help! Keep the faith!