Often the biggest factor in winning fights over tax fairness is making sure the people know the basic facts. The right-wing does its best to obfuscate and make policies that help only the most elite few appear populist.
Often the most brief, pithy examples are the best way to puncture the fog bubble.
Here's David Sirota on the estate tax. His post is short, so follow the link. It's about George Bush vs. The Facts on the Estate Tax and Family Farms.