Monday, September 20, 2004
More language that works
Kos isn't the only one who's hooked on the work of George Lakoff, Tom's right there, too.
Tom's 7-point summary is below. Check it out and use it for your letters to newspapers and in your conversations with undecided voters.
SUMMARY
1. Early stages of the campaign gave prominence to John Kerry's Vietnam biography. The swiftboat attack ads, followed by stories and charges regarding George Bush's Guard service, have sadly made Kerry's war service more of a campaign liability than a strength. The solution? Pivot away from Vietnam and maintain a tight focus on the past four years and the next four years. Click here for detail
2. Bush-Cheney have been able to define the context for this election by emphasizing that “9/11 changed everything”; If this context continues to dominate, Bush-Cheney win. To create a context that favors Kerry-Edwards, it is crucial to elevate in people's minds the momentous nature of this election. People need to hear time and again that their vote represents an important responsibility and an opportunity to make history. As this message gets through, people will become more thoughtful and critical of the Bush administration's past four years, more cautious about the next four years, and more receptive to an alternative to George Bush. Click here for detail
3. Emphasize the sharp contrast in character between George Bush and John Kerry. In terms of working style, Bush makes loud pronouncements that stretch the truth (think aircraft carrier), while Kerry is quietly effective and marks accomplishment with dignified humility. Bush is a son of privilege and part of a political dynasty, while Kerry is a lifelong fighter who has taken on some of America's toughest foes regardless of the political consequences. Bush has led a divisive and venomous campaign aimed at suppressing the vote, while Kerry has maintained a positive message that offers practical solutions and real hope. Click here for detail
4. Tell the story of John Kerry's lifetime record as a leader who has repeatedly taken on tough foes on behalf of everyday people. All the details of Kerry's biography fit this powerful theme: his early work as a prosecutor against organized crime, his 14 trips to Vietnam to uncover the truth about POWs/MIAs, his determination to root out corruption at the politically entangled Bank of Credit and Commerce International despite protests from both political parties, his leadership in taking on corporate polluters and safeguarding our environment, his commitment to fiscal responsibility, etc. Click here for detail
5. Continue to expose the Bush record as four years of awful results, but instead of merely citing statistics, provide a context that explains why the results are so bad. .. Click here for detail
There are two main reasons:
5A. George Bush has handed control over to the extreme conservative think tanks. These groups have been busy during the past four years experimenting with the American system and our most important American programs and institutions -- with disastrous results. .. Click here for detail
5B. George Bush has a gambler's tendency to take high-stakes risks -- and his biggest rolls of the dice have produced some of the biggest losses this nation has ever seen. Click here for detail
6. Make America aware that four more years of George Bush will mean even more control by the extreme conservative think tanks, a new round of think-tank experiments, and more high-stakes gambles. This has dangerous implications for Social Security, Medicare, ongoing war, and our homeland security. .. Click here for detail
7. Explain John Kerry's plans by way of a distinct contrast: While George Bush would bring more think-tank experiments and more risky rolls of the dice, John Kerry has put together smart, practical plans that will strengthen our economy, secure our homeland, reknit the country into one America, and put the American Dream within everyone's reach. Click here for detail
