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
WORDS TO USE
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
- Republican
- Democrat
- Any "tax and spend" rhetoric
- Words that buy into or repeat Republican rhetoric
- Words that feed into rhetoric about "waste and big government"
- Attacking the rich without attaching a value such as greediness or unfairness
- Attacking the Bush tax cut without providing an alternative for swing voters
- Attacking people instead of issues
WORDS TO USE
- Any discussion of the Middle Class, including giving them a break
- Terms about values
- Need to play fair with those who work hard and play by the rules
- When people work hard, they should be able to earn enough to send time with their families and children
- Protect us against greed
- The unfairness of "one-party" rule
- Close corporate loopholes
- Target tax cuts for families who pay more than their fair share
- Protect overtime pay