George Lakoff's book, "The Little Blue Book"

"THe Essential Guide to Thinking and Talking Democratic"

I highly suggest this book if you're not aware of Mr. Lakoff

He shows clearly how Reps brainwash people by using certain "frames" or perceptions of events or policies, such as Reagan abusing the term "liberal".

He counters by showing how Dems need to "reframe" the way the express themselves.
He tells you why and how.
Strongly recommended