Interesting - I googled "Gopac Memo" after seeing that -

Here's a longer extract from it:

"...These are powerful words that can create a clear and easily understood contrast. Apply these to the opponent, their record, proposals and their party. ... * abuse of power
* anti- (issue): flag, family, child, jobs
* betray
* bizarre
* bosses
* bureaucracy
* cheat
* coercion
* "compassion" is not enough
* collapse(ing)
* consequences
* corrupt
* corruption
* criminal rights
* crisis
* cynicism
* decay
* deeper
* destroy
* destructive
* devour
* disgrace
* endanger
* excuses
* failure (fail)
* greed
* hypocrisy
* ideological
* impose
* incompetent
* insecure
* insensitive
* intolerant
* liberal
* lie
* limit(s)
* machine
* mandate(s)
* obsolete
* pathetic
* patronage
* permissive attitude
* pessimistic
* punish (poor ...)
* radical
* red tape
* self-serving
* selfish
* sensationalists
* shallow
* shame
* sick
* spend(ing)
* stagnation
* status quo
* steal
* taxes
* they/them
* threaten
* traitors
* unionized
* urgent (cy)
* waste
* welfare"

The odd thing is that it appears to be universally accepted in the current UK election that "going negative" on opponents is liable to be a sure vote-loser.   Evidently it doesn't work that way in the States...