Our new edition of Voicing Our Values explains that the key to persuasion is to agree with your audience. Values can frame any debate to keep you in agreement. Consider this brand-new poll from Navigator Research:
In short, “freedom” is the most powerful value in American politics. What does that mean?
In politics, values are ideals that describe the kind of society we are trying to build. When you use values, you communicate two things. Because values are, by definition, beliefs that we share with our listeners, you agree with your audience. And values show that, whatever the specific policy you seek to frame, your overall goals are the same.
Despite how deeply progressive policies, positions, and ideology are rooted in widely popular societal values, those connections are not always emphasized in public debate. Here’s a brief guide to communicating them more effectively.
When you’re talking about an issue where government has no proper role—like free speech, privacy, religion, reproductive rights, or equal protection under law—declare your commitment to freedom or use a similar value from the chart below. When you discuss an issue where the government should act as a referee between competing interests—like court proceedings, wages, benefits, subsidies, taxes, or education—explain that your position is based on opportunity or a value from that column. When you argue about an issue where government should act as a protector—like crime, retirement, health care, zoning, or the environment—stand for security or a similar value.
FAMILY OF PROGRESSIVE VALUES
Freedom or similar values: Liberty, Privacy, Basic rights, Fundamental rights, Freedom of religion, Equal protection
Opportunity or similar values: Equal opportunity, Justice, Fairness, Fair share, Level playing field, Every American
Security or similar values: Safety, Protection, Quality of life, Employment security, Retirement security, Health security
Polls consistently show that freedom is the strongest word in American politics, and today, more than ever, we need to use it. Progressives have always been comfortable talking about opportunity, but our side rarely says the word security, even though it is nearly as persuasive as freedom.
Moreover, you can combine these values to convey that you stand for freedom, opportunity, and security for all. That phrase polls better than conservative values, and even more important, it’s an accurate description of what we stand for. The far right favors these values, but only for some—the affluent, or perhaps, for white people. Progressives insist on providing freedom, opportunity, and security to every American. This language may work even when you’re talking to conservatives; they appreciate the same values. (For a longer discussion, read Chapter 21.)
In addition to these policy values, there are personal values that may fit some arguments, such as honesty, responsibility, loyalty, and bravery.
How do you use values in a conversation?
Imagine you are a legislator visiting constituents door-to-door, and you are asked what you’re going to do to clean up the stream that runs through a particular neighborhood. But cleaning up that stream isn’t the state legislature’s job. Some progressives might launch into an explanation of the clean water legislation they support. A less practiced legislator might say the stream is the responsibility of the city or county, not the legislature. A strong communicator would start by agreeing.
Say… It’s a real shame what’s happened to our stream. It’s unsafe. It’s unhealthy. It’s wrong. And we all deserve better.
Why? The only way to connect is to agree wholeheartedly. If you can, go on to say you remember when the stream was clean and beautiful. Then frame the issue with your values, which describe your goals:
Say… Clean water and safe parklands must be a top priority to protect the quality of life in our community.
These are values you share with every voter: clean, safe, and a better quality of life, all of which fall under the category of security. At this point, you are welcome to explain your position on clean water policy, but keep it short, as you have probably already won a friend. Persuadable Americans are only listening for one thing: Are you on my side? By using shared values to frame the debate, you demonstrate that you are.
Or imagine you are an advocate promoting a package of social services intended to engage at-risk youth and divert them from crime. Obviously, start in agreement:
Say… We all want to feel safe in our own neighborhood.
Don’t start by talking about the needs of these young people, because that can be misconstrued. Demonstrate empathy. Address what concerns the listener—the value of safety. Then you can explain:
Say… There are promising strategies that protect communities by engaging at-risk young people and diverting them away from becoming offenders. Let’s provide security and prevent crime.
Protection, prevention, and security are all values. You share these goals with every listener. Use them!
Every time you have the chance to speak to a persuadable audience, don’t forget to express your values. Even if listeners grumble about your policy solution, you might very well win their support if you have made clear that you share the same concerns and are trying to achieve the same goals. They’ll feel you are on their side, and as Maya Angelou said, “people will forget what you said…but people will never forget how you made them feel.”