James Fallows suggests talking about "gun safety" and not "gun control".
I will henceforth and only talk about "gun safety" as a goal for America, as opposed to "gun control." I have no abstract interest in "controlling" someone else's ability to own a gun. I have a very powerful, direct, and legitimate interest in the consequences of others' gun ownership — namely that we change America's outlier status as site of most of the world's mass shootings. No reasonable gun-owner can disagree with steps to make gun use safer and more responsible. This also shifts the discussion to the realm of the incremental, the feasible, and the effective.