Tuesday, August 03, 2004

Words to avoid

Some time ago, I attended a media training session at the Ohio Democratic Party headquarters here in Columbus. The training confirmed what we've always known: The next President of the United States is going to be chosen by the 6-10% of voters who still haven't made up their minds yet.

So how do we convince them to vote for John Kerry and the Democrats?

Drawing upon polling and research done here in Ohio, session presenters offered some valuable tips on the arguments and rhetoric that can turn an undecided voter off or on. Consider the points below as you write your letters to editors and talk to undecided voters. They work.


WORDS TO AVOID

[Undecided and swing voters won't be swayed by partisan arguments]
[Republicans use particular phrases and terms because it works--for them. Don't try to co-opt their language. It won't work.]
[Everyone would like to be rich, so criticizing someone for being rich is not persuasive. Attacking greedy CEOs and corporate profiteers who've gotten rich unfairly, however, is going to resonate with undecided voters.]
[Undecided and swing voters are more likely to listen to arguments appealing to reason, rather than red-meat rhetoric bashing individuals by name.]


WORDS TO USE

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