You don’t need to be an astute political analyst to know many Democrats are terrible at messaging. Even though their policies resonate with the majority, they often rely on bland, inoffensive, nerd wonk instead of inspiring the masses with a simple, passionate, emotional story.
Meanwhile, the GOP rallies their base by constructing and selling them a terrifying but effective “us vs. them” story in which godless liberals will replace the Ten Commandments with the Pride flag and turn your sons into girls unless people vote for Trump. Yes, he is an imperfect vessel but he is a politically incorrect fighter chosen by God for this particular moment, and he will fight MAGA’s enemies and clean up Washington! (This entire paragraph was ridiculous, but it unfortunately works with many voters.)
Republicans hit you with “Make America Great Again,” while Democrats trot out Senator Durbin who musters the passionate zeal of a dying koala.
The GOP platform is basically “whatever Trump says,” and their policies are better suited for 1953. Regardless, their bad-faith messaging, amplified by right-wing media and laundered through corporate media, resonates with just enough people. President Biden is basically tied with Donald Trump in the polls, even though the latter is a convicted criminal and twice impeached vulgarian who rambles incoherently.
If Democrats have better policies and candidates, how come their message isn’t resonating with more people?
I had the pleasure of talking to Anat Shenker-Osorio, a progressive strategic communication consultant and host of the Words To Win By podcast, who has done the work and provides a new, effective message for Democrats before the 2024 election. In this Chai Talk, she breaks down the psychology and science of messaging, and how Democrats and President Biden can win over disaffected Democrats and swing voters by sharing - and performing - a better story.
Sit down, grab a chai, and click on the video below to watch our conversation.
I have been pushing the importance of narrative in messaging for a very long time, and Osorio is right-on that there has to be a conflict for a narrative to work. Her example of the story of how Biden FOUGHT for the lowered price of insulin--not to mention Medicare negotiations with Big Pharma--is right on. Same goes for the economy. We (the Dems) FOUGHT for the programs that are giving so many new jobs (and won despite pretty universal NOs from Republicans; we are FIGHTING to be sure your air and water are clean and that things like heat domes and swelter can be minimized, not worse in the future. We fought the inflation that resulted from supply issues during the pandemic. And on and on.
And then: we are fighting to be sure that people who know what they are doing are the ones keeping your food safe (segue to the 2025 to gut the administrative state). We are fighting to control immigration in a rational way (segue to the nixing of the bipartisan border bill)--Don't start with "The Republicans bollixed the border bill"--stress how we fought and compromised to get it and then, when the GOP bollixed it, we have kept trying to implement the controls even though we can't get the funding...)
And so on. The GOP has given us fodder for the narratives--the stopping of the border bill, the aims of Project 2025. Don't just say "GOP bad." Say "we know what you want and we are doing X to be sure it is in place."
Excellent interview, Waj. Your guest, Anat-Shenker Osorio, hit it out of the park! Love her Democratic slogan, "Our Freedoms, Our Futures". I'm gonna run with that. We must appeal to the hearts and souls of every American who truly loves this country.
Looking forward to listening to her podcast, "Words to Win By". Thx, Waj!💙