This is a great article on what Labour should say by Johann Hari.
Well worth reading in full.
So I'm not going to quote it.
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I read it, it’s good I never really thought about it being to technical in the sense of he should speak normal language, I suppose because I use the same language he does. But I think striking the difference between the two would definitely help him, and Labour, most people at the moment don’t back Labour they aren’t there supporters they are just defecting from liking the government it had been this way probably since the first election Tony Blair won, and it was like it before that, where an opposition doesn’t win the argument the government loses it.