6)  Say things just because they sound good. Why not? Obama always says  he’ll reduce costs even though the Democratic plans do little or nothing  to reduce costs. That’s his sound bite, and he’s sticking to it.
7)  Dissemble as necessary. Don’t hesitate to brazen it out as needed.  The House plan authorizes the secretary of health and human services  to include abortion coverage in the public option. But Obama insists  reform won’t cover abortion, and accuses his opponents of lying when  they say it will. Shamelessness has its advantages, especially if a  compliant press will overlook it. 
8)  Make the price right. Washington’s new standard for expensive  is $1 trillion. Naturally, Obama’s plan came in at $900 billion. He  might as well have said it will cost $999.999 billion.
9)  Never admit any cost or downside to what you are proposing. Even  an unparalleled genius of an orator has trouble selling things people  don’t like. So don’t do it.