Begin in agreement, for example: We have a responsibility to protect innocent children in our communities.
Use values, for example: Justice, equal justice, civil justice, equal opportunity, fairness, fair rules, fair markets, level playing field, security, safety, protection, quality of life, responsibility.
Show how they benefit, for example: This program will strengthen our community and benefit all of us.
Progressive policies often involve the delivery of social services. Arguing for these can be a challenge because we must navigate a minefield of negative stereotypes and preconceptions. When talking about social services:
Don’t say… Welfare, safety net, entitlements
Say… Basic needs, basic living standards, necessities, can’t make ends meet
As you know, there is a strong stigma attached to the word welfare, so don’t use the term. The stigma is connected to the trope that recipients of government assistance are lazy, cheaters, or both. Whenever possible, avoid phrases like safety net and entitlements, and instead talk about basics or necessities.
Even more important than the way you describe a social services program is how you describe the people who receive services.
Don’t say… Beneficiaries, the poor, people in poverty, welfare recipients, seniors
Say… Children, older Americans, people with disabilities, families, workers trying to provide for their families, people in need of temporary assistance
Outside of the progressive base, it is difficult to convince Americans to support a policy that appears to benefit people other than themselves, their families, and their friends. So whenever possible, show voters that they personally benefit from your policy, even when that benefit is indirect. Argue that the policy is for us, not them.
Say… America is a great nation. Part of what makes us great is that we look out for each other—for children, older adults, people with disabilities, families hit by disaster, and hardworking people who need a hand up, not a handout. Providing a little security to people in need benefits all of us by strengthening our economy and our society.
When you talk about helping others, make sure to describe them as deserving of help. You can explain that they are children, older people, or people with disabilities. When the recipients are adults, say that they are hardworking or want to work, because they are. And because the programs you support undoubtedly benefit them, use the word families freely.
Persuadable voters are more strongly moved by a plea framed as protecting people from being denied needs, necessities, or protections than one framed as giving the same public service, especially when it’s called a right or benefit. So don’t talk about giving rights or benefits.
Finally, if you are talking about federal government services, turn around and go on the offensive. Americans agree that the current Administration is wasting enormous amounts of taxpayer money. For example, Americans strongly oppose: $3.3 trillion in new tax cuts for the rich; giving Argentina a $40 billion bailout; tripling ICE’s budget to nearly $30 billion; building a new White House ballroom; and buying private jets for the Secretary of Homeland Security. Pick three of your favorite examples and use them.