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Perhaps calling it a “bailout” was a little counterproductive. Whether or not you support a bill to inject liquidity back into the market in an effort to get the credit machine rolling again (and whether or not you believe that such a bill is even necessary) it became pretty clear today that calling the effort a “bailout” certainly contributed to HR 3997 not getting the votes.

Watching MSNBC, CNN, Fox and Bloomberg today, I heard a common thread: Constituents of representatives who voted to defeat the bill simply didn’t want to see their hard-earned money go towards “bailing out” ginormous banks on Wall Street. In other words, President Bush, Speaker Pelosi, Secretary Paulson and the press probably killed the initiative from Day One by calling it a “bailout.” Perhaps if the plan had been referred to as something else, like an “Asset Purchase,” an “economic intervention” or even a “national credit adrenaline injection,” we probably wouldn’t be looking at the Dow’s worst day on record. Regardless of election-season politics, could today’s failure in Washington simply be due to a poor choice of words when it came to giving it an identity?

From Ina Fried over at Cnet:

I’m going to try to briefly accomplish in a few paragraphs what it seems to me our government has completely failed to do in this financial crisis.

No, I don’t have $700 billion of my own to shell out. But to me, Congress’ failure came not today on the House floor, but over the past week as both elected officials and members of the administration failed to translate the crisis into terms that have meaning for everyday Americans.

I’ve heard the phrases “Main Street” and “Wall Street” a lot, but what I haven’t heard is plain explanations of what credit really means and how essential it is to our system of doing business.

Here goes.

If the credit markets should freeze up–which many say is happening and will continue without massive intervention–everyone that borrows money will face a cash crunch. That means companies that take advantage of short-term loans to get by won’t be able to buy raw materials or make payroll. Even businesses that don’t need short-term capital may defer purchases to preserve capital.

If even banks are having a hard time getting money, what does that say for the small and midsize business? The Wall Street Journal had a story on Monday on how companies like McDonald’s may face a squeeze as their franchisees are unable to get loans to purchase or upgrade stores. I suspect that is just one visible example of a growing issue for businesses across the country.

We are stuck trying to move forward with new loans–essentially to keep the economy moving–while dealing with clearly bad ones of the past. While much of the attention has focused on concern over home loans, there are also construction loans and business loans that are at risk of default, risks that grow as those businesses find themselves essentially shut off from getting any new capital, extending the vicious circle.

You don’t have to take it from me.

Here’s C.H. Low, CEO of social-networking software start-up Orbius and a serial entrepreneur.

“When financial markets don’t function well, the ramification is broad,” he said in an e-mail interview on Monday. He said he is disappointed that the bailout is so misunderstood. Even the term bailout, he said, is a misnomer.

“This is an asset purchase, not a 100 percent bailout expense to taxpayer,” he said. “There is risk but also possibility of making a profit. Government’s main function is to do things that private sector cannot handle. This Market Stabilization Bill…is as necessary as having an Armed Forces to defend the country.”

Low noted that the main beneficiary is not Wall Street.

“As an early stage start-up, we rely on venture investments to carry us through a few more stages before we can be self-sustaining,” Low said. “With turmoil, smaller venture funds which fund many early stage companies themselves get anxious and their own investors may be affected and may affect their capital call. We ourselves planned for a rainy day but even we don’t have that much for a prolonged monsoon.”

He said that the seizing up of credit creates uncertainty in every sector. “Doing nothing is the worst of all choices,” he said.

Read the rest of Ina’s piece here.

Whether HR 3997 was a good plan or not – let’s face it, transparency about the latest contents of the bill hasn’t been great, – perhaps if it had been dubbed something other than a “Wall Street Bailout,” our representatives in Washington wouldn’t have been under so much pressure to vote nay on Monday. Lesson: Regardless of how great you think your product is, you probably won’t be able to launch it if you start by calling it the wrong thing.

The words we use matter.

PS: Since it is election season, click here to find out if your elected representative voted on HR 3997 the way you wanted them to. 😉

Photo by Christopher Wray McCann