Back in 1993, I sat on the panel of a gun-control debate for a local TV station. The guy on the other side of the table actually said, "you can try to trip me up with the facts, but the only real fact is that we need these weapons off the streets." The crowd loved it.
They're still using the same tactics.
Always focus on emotional and value-driven arguments about gun violence, not the political food fight in Washington or wonky statistics. (…) We should rely on emotionally powerful language, feelings and images to bring home the terrible impact of gun violence. Compelling facts should be used to back up that emotional narrative, not as a substitute for it.
The paper advises advocates to refer to the issue as "gun violence" rather than "gun control," and to advocate for "stronger" gun laws rather than "stricter" ones.