Search Results for: Messaging Maxim

Messaging Maxim #9: Call out the Straw Man

Thanksgiving dinner with a side of Straw Man?

If your Thanksgiving dinner included any lively political discussion, chances are someone brought up a Straw Man argument. This is a type of logical fallacy whereby:

someone takes another person’s argument or point, distorts it or exaggerates it in some kind of extreme way, and then attacks the extreme distortion, as if that is really the claim the first person is making.

In the political arena, Republicans often use the Straw Man against Democratic proposals by making false, overbroad generalizations about the proposals, and then going after the fictional scenario they just concocted. For example, President Joe Biden and Congressional Democrats have proposed, in the Build Back Better legislation that was recently passed by the U.S. House of Representatives, to raise income taxes only on households with over $400,000 annual income. Indeed, many Americans would see lower taxes under the Democratic proposal. But you are hearing Republicans say instead that President Biden and the Democrats want to raise taxes on “middle class Americans.” A similar Republican Straw Man from the past is the PolitiFact Lie of the Year 2010 that President Barack Obama‘s Affordable Care Act was “a government takeover of healthcare,” when in fact the law left our private healthcare and health insurance systems in place. Note that such Straw Man arguments often feed existing political narratives, such as the Republican narratives that Democrats favor “Big Government” and “higher taxes.”

Messaging Maxim #8: Don’t use the other side’s labels

Protesters opposing Arizona anti-immigrant law

Protesters opposing Arizona anti-immigrant law

Republicans and conservatives, which are curently one and the same, love to come up with short, catchy labels for things. Here’s a list of popular Republican political phrases. Those labels and phrases are always loaded, either in favor of the Republicans, against the Democrats, or both. So, if you’re a Democrat, a liberal or a progressive, why would you ever use those Republican labels, making them even more popular so they get taken up by the mainstream media and become part of our vernacular? The answer is, you shouldn’t. But plenty of Democrats, liberals and progressives are making this mistake lately. Here are a few examples of Republican-loaded phrases that Democrats, and thus the mainstream media, are using all over the place. Hopefully, these will serve as a reminder to cut it out:

Messaging Maxim #7: You get the legislation or you get the issue

Thor's hammer, San Diego Comic-Con 2011

Thor’s hammer, San Diego Comic-Con 2011

Once again, Republicans in Congress have shot down a good proposal from the Democrats, this time a federal minimum wage hike. Instead of being dejected or just complaining about the “party of ‘no,'” Democrats should recognize that they have an important weapon, and it’s the hammer of having an issue on which to run.

Messaging Maxim #6: Keep it Stupidly Simple

President George W. Bush announced his Medicare Part D prescription drug plan in his May 6, 2006 weekly radio address. In implementing Medicare Part D, the Republican Congress was all for extending deadlines for health insurance programs until President Barack Obama extended the March 31, 2014 Affordable Care Act signup deadline. But what was perhaps more striking about Bush’s announcement was its almost childlike simplicity of the language and delivery:

The average premium that seniors pay is a third less than had been expected, just $25 per month instead of $37 per month.

Thanks to this new coverage, America’s seniors are now getting the modern medicine they need at prices they can afford.

During George W. Bush’s presidency, Democrats made plenty of fun of Bush’s “Bartles and Jaymes” simplicity of speech. Before that, Democrats mocked the simplicity of presidential candidate and then President Ronald Reagan. But such simplicity often works. Indeed, Reagan became known as “The Great Communicator.” For these reasons, we now list Messaging Maxim #6: Keep it Stupidly Simple.

Messaging Maxim #5: Make it Personal

During the 2009-2010 debate over the Affordable Care Act, Messaging Matters called for the Obama administration and the Democrats in Congress to put forth a procession of people who could tell their personal stories about being denied healthcare insurance or coverage. That did not happen, at least until very late in the process, and the ACA’s reputation never quite recovered from unanswered or poorly answered Republican attacks. What we were calling for can now be termed Messaging Maxim #5: Make it Personal.

Messaging Maxim #4: Feed the Narrative

MSNBC’s Ed Schultz solved a 2012 election mystery on Wednesday, by featuring the man who shot the infamous Willard Mitt Romney “47% video” in a one-on-one interview. What made the video by bartender Scott Prouty so devastating to Romney’s presidential campaign was that Romney’s controversial “47%” remarks, as well as other statements, such as those regarding a brutal Chinese sweatshop that Romney visited with the purpose of purchasing for Bain Capital, fed into a narrative that already existed about Romney as:

Messaging Maxim #3: There’s an Invention Called Video


Newt Gingrich is the latest politician to be nailed by his own words stated on camera. Gingrich seems to be stuck in a 1990s political messaging mentality. Back then, unless a dogged interviewer had the smoking gun videotape statement ready to roll, a la Michael Douglas‘ video attack on Demi Moore in the movie “Disclosure”, a politician sometimes could get away with making extreme, stupid, or wrongheaded statements, even on camera, because the footage might not swiftly get replayed.

Those days are gone, thanks to YouTube, Facebook, Twitter, and the proliferation of media.

Messaging Maxim #2: Rinse and Repeat

“A lie told often enough becomes the truth.”
Vladimir Lenin

According to PolitiFact, the biggest lie of the year 2010 was the Republicans’ description of the Democrats’ health insurance reform bill as “a government takeover of health care”. How many times did you hear that phrase during the Summer and Fall of 2010? If you followed the news at all, probably hundreds.  That was deliberate, and, according to PolitiFact, the phrase was cooked up by the Republican Party’s language guru, Frank Luntz.  However, leading Republicans made this phrase stick, by repeating it in a highly disciplined manner, whereupon it was picked up by their followers and by the mainstream media. (“Government takeover of health care” or “government-run health care” was also a short, simple, catchy slogan.  As was discussed in a podcast last December,  such simplicity is also key to good political messaging, and will be the subject of another upcoming Messaging Maxim.)

Repetition of political catch phrases such as “government-run health care,” even when the phrases are false, is one of the Republican Party’s strengths. As mentioned in A Messaging Manifesto For Democrats, the GOP has a huge list of such phrases, including “pro-life,” “death tax” and many more.  Leading Republicans repeat these phrases in a disciplined manner every chance they get, such as on the floor of the U.S. House of Representatives and the U.S. Senate, on every news television interview program on which they are invited, in newspaper and online articles, etc.  The result is that the messages, which are framed in a manner favorable to Republicans (and often focus group-tested beforehand),  are echoed in the mainstream media, and they sink into our subconscious, thereby tilting the political battlefield in the Republicans’ favor.

This crucial element of repeating political messages is sorely lacking on the Democratic side. Quick, can you think of one catch phrase to describe any Democratic Party policies (or used by Democrats to describe Republican policies)? They are very few in number. Bill Clinton used “mend it, don’t end it” to try to stave off Republican efforts to cancel federal affirmative action programs.  But that was more than 15 years ago.

Messaging Maxim #1: Go On Offense

“Ability to defeat the enemy means taking the offensive. Standing on the defensive indicates insufficient strength.” —Sun Tzu, “The Art of War”

As we indicated in “A Messaging Manifesto For Democrats”, during the run-up to the 2010 Congressional elections, while Republicans went on offense with charges against the “Ground Zero Mosque” and that “Obama is a Muslim,” “the Democrats weakly offered up rational rebuttals, and then wondered why most Americans weren’t swayed.”  Republicans know that, to win political battles, you must go on offense to frame the political debate in your terms, using language favorable to you.

The one-sentence key to great political messaging

Remember Messaging Maxim #4: Feed the Narrative? Well, before you feed the narrative in your political communications, you have to have a narrative. And sometimes you have to remind your listeners — and yourself — that you have a narrative. In this video, award-winning journalist Tom Junod (Esquire, GQ, etc.) gives a simple, one-sentence trick for journalists that is perfectly adaptable to political communicators of all kinds: