Listen to the Dark Side: Dont say estate tax say death tax. Why?

Listen to the Dark Side:

Don’t say

“estate tax” say “death tax.”

Why?

Listen to the Dark Side:

Don’t say “undocumented workers” say “illegal aliens.”

Why?

Listen to the Dark Side:

Don’t say “trial lawyer” say “personal injury lawyer.”

Why?

Who

is this

guy?

And who’s the progressive counterpart?

Values?What are

“A Scout is trustworthy, loyal, helpful, friendly, courteous, kind, obedient, cheerful, thrifty, brave, clean and reverent.”

Private Values

FreedomLibertyPrivacy Opportunity EqualityFairness JusticeSecuritySafety

Public Values

Politics is the

ART of

Persuasion

Can’t Persuade EveryoneHarris Poll—Percent answering “true” Oct. 2004

Saddam Hussein helped plan and support the hijackers who attacked the U.S. on September 11, 2001. 41%

Iraq had weapons of mass destruction when the U.S. invaded. 38%

Several of the hijackers who attacked the U.S. on September 11 were Iraqis. 37%

TARGETING:

Persuade the

Persuadables

Understand the

Persuadables

◄US

THEM►

How to talk to persuadables

First, remember, they are NORMAL people.

Second, use THEIR language not our language.

Third, it’s nearly IMPOSSIBLE to change minds—agree with them.

What are valuesthat persuade the

Persuadables?

#1 Government has no proper role.

#2 Government acts as referee.

#3 Government acts as protector.

Freedom

Opportunity

Security

Distinguishing our values from

Conservatives

◄US

THEM►

Greatest Values of All Time

Declaration of Independence

Life = Security

Liberty = Freedom

Pursuit of Happiness = Opportunity

Responsibility

Family of Values

Freedom Opportunity Security

Liberty Equality Safety

Privacy Justice Health

Choice Fairness Protection

Basic rights Level playing field Quality of life

Distinguish with Responsibility

Persuadables’ Favorite Values

59%

59%

67%

72%

75%

56%

55%

60%

23%

21%

22%

16%

18%

13%

21%

24%

24%

79%

82%

80%

89%

88%

93%

92%

78%

84%

79%

Fairness

Equality

Personal Responsibility

Liberty

Justice

Freedom

Equal Opportunity

Security

Morality

10 8-9

Strengths and Weaknesses

25%

31%

19%

43%

9%

14%

6%

16%

34%

45%

25%

59%

Economic fairness

Economic freedom

Economicopportunity

Economic security

Among persuadables, what’s more important… strongly or somewhat?

Priorities of Persuables

39%

42%

42%

45%

49%

55%

18%

22%

23%

23%

20%

15%

57%

64%

65%

68%

69%

70%

Making College More Affordable

Fighting Poverty

Ensuring Equal Opportunity

Promoting Individual Responsibility

Protecting Our Privacy

Making Healthcare Affordable

10

8-9

Slogans for Persuadables

45%

57%

62%

72%

73%

18%

18%

23%

16%

18%

63%

75%

85%

91%

88%

Two Americas

Uneven PlayingField

Common Good

People Not thePowerful

FOS for All

Strongly agree / Not so strongly agree

Philosophy for Persuadables

7.2

7.5

7.6

8.0

7.6

Common Good - needs ofsociety

Common Good - opportunityfor all

People Versus Powerful

Generic Conservative

Freedom/Opportunity/Security

Rating on scale of 0-10

Darth Vader Agrees:

“The best way to communicate values is to use words and phrases that no Coke-drinking, apple-pie eating American could disagree with. Family. Freedom. Opportunity. Responsibility. Community. These are the true American values.”

Darth Vader Agrees:

“Talk about the principles of democracy and justice and explain how they fit into your policies. The public is ready for a philosophical discussion if you link philosophy to their day-to-day concerns.”

Darth Vader Agrees:

“Do not be afraid to wax poetic about the link between American icons of freedom and opportunity and the very legislation that you are discussing. It will not seem trite. It will not appear sordid.”