We are at a turning point in American history. American freedom, democracy, and the rule of law hang in the balance, and our global environment and national security are at stake. If we do our best, we can keep the American dream alive. We can protect and expand the freedom, opportunity, and security for which our predecessors struggled and fought, lived and died. And we must.
This is a how-to book for the current political crisis. It’s about how to persuade.
Politics is the art of persuasion. But, as you will see, persuasion is hard. Facts and logical arguments, by themselves, are not especially persuasive. You need to be aware of your listeners’ preconceptions and biases, start from a point of agreement, frame your argument in terms of values, and show listeners how they benefit. At the same time, use language that nonpolitical Americans are willing to hear.
Messaging can be a powerful tool in advocacy and policymaking. A strong message can mobilize voters, influence lawmakers, shape media narratives, and build public will for change. In contrast, a weak or unclear message can lead to confusion, resistance, or inaction. In today’s political climate, where misinformation spreads quickly and attention spans are short, you need messages that break through to your audience, the kind that are values-based and memorable.
Throughout this guide, we offer suggested messages to demonstrate what you should and shouldn’t say. As you better understand the reasoning behind our language, we encourage you to adapt each example to your own voice. Make it your own. Weave it into your own knowledge and experience. To make that easier, we have posted a Word document on our website containing all the proposed narratives in this book. Feel free to use them as-is or edit them as you like.
Whether you’re setting strategy for a policy or public visibility campaign, preparing for a press interview, town hall, or legislative hearing, creating ads, or developing a social media campaign, the advice in this book will help you deliver your messages more effectively.