Progressives favor policies that benefit society. We wish that most Americans were persuaded, as we are, by appeals to the common good. But they aren’t. You’ve got to show that your policies benefit your listeners themselves, or their family or friends.
Celinda Lake, one of our movement’s best pollsters, explains that “our culture is very, very individualistic.” When faced with a proposed government policy, she says, “people look for themselves in the proposal. People want to know what the proposal will do for me and to me.”
That means, whenever possible, you need to show voters that they personally benefit from your progressive policies. Usually, that’s not so hard.
When discussing climate change, emphasize how it affects listeners’ children and grandchildren.
Say… Governments are not doing enough to stop climate change because corporations don’t want to diminish their profits, even a little. But we’ve got to put our families’ safety and security ahead of profits.
When arguing for any kind of criminal justice reform, show how it makes their own community safer.
Say… The most basic job of government is to protect you from crime. That means arresting and prosecuting violent offenders. It also means preventing crimes from ever happening, changing tactics that lead toward the wrong suspects, and using the best technology to identify the guilty while protecting the innocent. My overriding goal is to make you safer.
When talking about democracy, refer to all of us.
Say… In America, the right to vote is a fundamental freedom. We are the world’s leading democracy—and our election system should reflect that. It must be free, fair, and open for you and me and every one of us. As we protect election integrity, we must also protect our freedom.
Sometimes it’s more of a challenge. For example, if you’re arguing for programs that benefit people in poverty, do not place the focus on the way your proposal directly helps people experiencing poverty; instead, explain how it indirectly benefits the middle class. Persuadable voters are rarely in poverty themselves, and they will relate better to an argument aimed at them.
For example, when you argue for a higher minimum wage:
Say… Raising the minimum wage puts money back into our local economy. It eases the burden on taxpayer-funded services. It’s a win-win. And it helps build a fair economy that works for all of us, not just the rich.
Or when talking about taxes:
Say… Our tax system is unfair. The tax burden on working families has increased while rich people and huge corporations are getting tax giveaways and loopholes. That’s wrong—everyone should pay their fair share. We need to change the rules to create a tax system that works for all of us, not just the wealthy few.
Every progressive policy benefits the middle class, often directly but at least indirectly. In contrast, nearly every far-right policy hurts the middle class, even if it more directly hurts people with low incomes. Since persuadable voters are nearly always middle-class and want to know how policies affect them personally, you must tell them. In doing so, you are once again staying in agreement and demonstrating that you are on their side.