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yada yada yada yada yada yada yada yada yada yada yada yada yada yada yada yada yada yada yada yada yada yada yada yada yada yada yada yada yada yada yada yada yada yada yada yada yada yada yada yada yada yada yada yada yada yada yada yada yada yada yada yada yada yada yada yada yada yada yada yada yada yada yada yada yada yada yada yada yada yada yada yada yada yada yada yada yada yada yada yada yada yada yada yada yada yada yada yada yada yada yada yada yada yada yada yada yada yada yada yada yada yada yada yada yada yada yada yada yada yada yada yada yada yada yada yada yada yada yada yada

Cutting through the yada yada...

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‘We will put it to the British people in a referendum.’ – Gordon Brown, 2005 Election Manifesto. HE LIED

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A Conservative government will hold a referendum on any EU treaty’ – David Cameron, The Sun, September 26, 2007. HE LIED

A Conservative government will hold a referendum on any EU treaty’ – David Cameron, The Sun, September 26, 2007. HE LIED

yada yada yada yada yada yada yada yada yada yada yada yada yada yada yada yada

‘There is no question of any constitutional treaty going through without the express consent of the British people’ – PM Tony Blair, June 21, 2004 HE LIED

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‘There is no question of any constitutional treaty going through without the express consent of the British people’ – PM Tony Blair, June 21, 2004 HE LIED

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eureferendumcampaign.comeureferendumcampaign.comeureferendumcampaign.comeureferendumcampaign.comeureferendumcampaign.comeureferendumcampaign.comeureferendumcampaign.comeureferendumcampaign.comeureferendumcampaign.comeureferendumcampaign.comeureferendumcampaign.comeureferendumcampaign.comeureferendumcampaign.comeureferendumcampaign.comeureferendumcampaign.comeureferendumcampaign.comeureferendumcampaign.comeureferendumcampaign.comeureferendumcampaign.comeureferendumcampaign.comeureferendumcampaign.comeureferendumcampaign.comeureferendumcampaign.comeureferendumcampaign.com Contents October 2010

Address Westminster Tower, 3 Albert Embankment, London SE1 7SP Editorial 020 7091 1268 editor@totalpolitics.com Advertising 020 7091 1261 advertising@totalpolitics.com Subscriptions 01778 392023 subscriptions@warnersgroup.co.uk General Enquiries info@totalpolitics.com Editor Ben Duckworth Political Correspondent Amber Elliott Executive Editor Shane Greer Resources Director John Simmons Publisher Iain Dale Art Direction and Design www.chapmandesign.net Advertising Director Jeremy Halley Editorial Assistant Emily Sutton Editorial & Advertising Assistant Katy Scholes Books Editor Keith Simpson Contributing Editors JB Seatrobe, Andrew Hawkins, Paul Linford, James Silver Strategic Partner ComRes Editorial Board Paddy Ashdown, Shami Chakrabarti, Angus MacNeil MP, Prof. Brian Brivati, David Davis MP, Chris Huhne MP, Sir Simon Milton, Andrew MacKinlay MP, David Trimble Published by Biteback Media Limited, Registered Office, Manfield House, 1 Southampton Street, London, WC2R OLR. Biteback Media is a limited company, registered in England. Company number 06455159 Printed by Warners, Peterborough Distributor Seymour Distribution 2 East Poultry Avenue, London, EC1A 9PT 020 7429 4000 conrad.cornelius@seymour.co.uk Newstrade Select Publisher Services 3 East Avenue, Bournemouth BH3 7BW 01202 586848 tim@selectps.com

© 2010 Biteback Media Limited Reproduction in whole or part of any article is prohibited without prior written consent. Articles written by contributors do not necessarily reflect the views of the organisation. ISSN 1757 - 0492

Cover photos Getty Images/Nick Pickles

Regulars Letters 6 Leader 8 Diary 9 BBC’s Jon Sopel on conference season Total Opinion The watershed conference 10 Andrew Hawkins analyses the factors that make this conference season unique, and wonders if the new Labour leader can enjoy a poll boost Quotes 11 Debate 12 Is the baby-boomer generation selfish? David Willetts MP and Michelle Mitchell discuss Sounding off 13 The Green Party’s Adrian Ramsay believes we can fight the economic and environmental crises together Total History Devastation in the chamber 94 JB Seatrobe looks back at Parliament’s longest night when the Luftwaffe came close to destroying the Palace of Westminster Where are they now? 95 Walter Harrison, the Labour whip, who made the famously tough decision on a crucial vote for Jim Callaghan Memorabilia 97 An iconic poster that changed politics now hangs in Andrew Bridgen MP’s office as a reminder of Labour’s legacy They were also MPs 98 Sir William Beveridge

How to use good words in speechwriting p100

How to use good words in speechwriting p100

History p94

Total Campaigns The persuasion of words 100 When writing speeches, you must identify the good words and seize them, says John Shosky You don’t get to decide 101 Shane Greer explains why you can’t always blame the media for bad press The struggle for the Lib Dem vote 102 Mark Bennett advises the Labour Party on how to steal the Lib Dem vote, while Olly Grender explains how the ‘third party’ can protect itself and its voters Campaigning against coalition partners 105 We look at Germany for an example of how to deal with campaigning in this new political territory Technology 106 Reviews of the latest coffee machines and why Nespresso’s CitiZ range is the best way to fuel a caffeine habit We’ve got an app for that 108 Melanie Batley examines the proliferation of political apps and how the smartphone is revolutionising communication with the electorate Campaign doctor 110 Wyclef Jean, defeatist candidates and playground politics: the campaign doctor answers your questions

CitiZ range is the best way to fuel a caffeine habit We’ve got an app for that Melanie Batley examines the proliferation of political apps and how the smartphone is revolutionising communication with the electorate Campaign doctor Wyclef Jean, defeatist candidates and playground politics: the campaign doctor answers your questions

Total Life Book reviews 112 Keith Simpson MP finds a guide to the House of Commons is far from flawless but still makes fascinating reading Strike a pose 114 Ben Duckworth examines the work of the House of Commons’ first-ever election artist Film Review 116 Andrew Rosindell MP reviews the long-awaited Wall Street: Money Never Sleeps to see how Gordon Gekko fares in this new banking world order

Political life exists beyond Westminster 118 A rough guide to the European Parliament and how to survive the Brussels bubble Researchers’ stories 119 Hinterland 120 Long walks in the Highlands help the new chief secretary to the Treasury, Danny Alexander, to recharge his batteries Top ten political visions 121 If I were PM 122 Peter Sissions on a corporate House of Lords and mandatory cycling proficiency