Arthur Brooks, president of the American Enterprise Institute, has written another book reminding conservatives that they need to reconsider how they deliver their message. Back in the early 1950s, Russell Kirk wrote about The Conservative Mind. Arthur Brooks writes about The Conservative Heart.

Much of the book talks about how to address the issue of poverty. Capitalism has been a major tool in bringing people out of poverty. Yet here in this country, conservatives who champion the free enterprise system are viewed as callous and uninterested in the poor. He spends some time in the book, and spent some time in our radio interview, talking about the importance of faith, family, community, and work.

One of the most helpful chapters deals with the seven habits of highly effective conservatives. He says a conservative needs to be a moralist. Start with why you talk about the issue, and lead with your heart. Second, fight for people not things. Conservatives should stop selling data, facts, and figures. Instead, they should talk about opportunities and tell powerful stories that grab the heart.

Third, conservatives need to get happy. They need more happy warriors. Fourth, steal all the best arguments. They should talk about social justice with a proper definition of it so that Americans don’t have to choose between morality and compassion or between empathy and leadership.

Fifth, go where you’re not welcome. Often we merely talk to true believers and ignore the persuadable and the hostiles. All of us need to get out of our comfort zone and talk to people who don’t see things the same way we do.

Sixth, say it in 30 seconds. Treat the first few lines of a speech or conversation like they are scarce and valuable. The first priority is to make a good first impression. Finally, break your bad habits. The old way isn’t working. It’s time to change the message and the tone.

There are lots of great lessons in this book. You just heard seven of them he often shares with politicians and pundits. Take them and you will be a more effective communicator.