What kind of talking points do you need?
Help me give you messaging you can actually use.
Hello Dearest Readers!
This is the first draft of a template for talking points memos that I will roll out as we get closer to the election. I will provide, not just strategic framing advice, but actual language appropriate for various channels and purposes. I need YOU to tell me what you need. Please let me know which of the following you would actually use and what is missing!
The Scripts
Messaging you can use as is, or tailor to your audience, culture, language, or voice.
Slogan, bumper sticker, or yard sign,
Canvassing and phone scripts
Word-of-mouth: Casual comment?
Video script (30 seconds) or speech segment,
Postcard scripts: party brand and candidate,
Tweet (single) or thread (multiple),
Instagram or Facebook post, single or multiple,
Campaign literature or website content,
Debate answer and rebuttal.
Spread the Word
The Blurb: Insert into your committee or organization newsletter.
The Handout: Print and distribute at meetings.
The Memo: Download and save to your message briefing book.
Share This Post: button and blurb.
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The Strategy
The Frame
What is the frame? The frame is the perspective from which we want voters to see the situation: a perspective in which our position is “the right thing to do.”
Insert frame here.
The Explanatory Narrative
This is the story we tell to explain the framing. Like the key to a map, it helps people connect the given situation to our frame and show how various attributes of the frame relate to or “map onto” that situation.
Insert narrative here.
The Values
These are the values that underlie our position: the values that we want people to use when judging this situation. Wherever possible, make these values explicit, rather than implying them or assuming people already agree with them. Learn more here.
Insert values here.
The Role of Government
This is why we believe that it is appropriate to use the tools of government in this situation. These are larger themes that, with repetition, people will come to understand as “Democratic beliefs” just as they understand things like “low taxes” and “deregulation” to be Republican beliefs. Learn more here.
Insert big themes here.
The Science
The most effective way to persuade and motivate people is this: rather than telling people that they or our opponents are wrong, we tell them what we believe to be morally right in each given situation. By getting them to see that situation the way that we do, they will come to their own conclusion that we are the ones doing the right thing. We activate their internal motivation to support us without triggering their defenses. We do that by:
using trigger words to activate frames in their brains,
using combinations of words to create neurological associations between a situation and the way we want people to see it, and
using repetition to strengthen those associations in people’s brains.
Learn more about the science here.
What to Say: The RIGHT triggers and associations.
Insert language here.
What NOT to say: The WRONG triggers and associations
Insert language here.
The Scripts
Messaging you can use as is, or tailor to your audience, culture, language, or voice.
Bumper Sticker / Yard Sign / Billboard
Insert language here.
Canvassing, Phone, Word-of-Mouth
Insert canvassing script here.
Insert phone script here.
Insert casual comment here.
Video Script or Speech Segment
Insert 30 second script here.
Postcard Script
Insert pro-party message here.
Insert pro-candidate message here.
Tweet or Thread
Insert single post here.
Insert multiple post here.
Instagram or Facebook Post
Insert single image text here.
Insert multiple image text here.
Campaign Literature or Website
Insert bullet point here.
Insert short paragraph here.
Debate Answer
Insert statement here.
Insert response or rebuttal here.
Spread the Word
Newsletter Blurb
Please insert this into your party committee or organization newsletter:
Insert blurb here.
Print the Handout
Download a print formatted ‘What to say” version of this document to save and distribute at party or organization meetings.
Insert link here. Include QR code.
Save the Briefing Memo
Download the memo to print or save in a message briefing book for candidates and communication teams.
Insert link here.
Share this Post
Copy the blurb and then use the button to share.
Insert blurb here.
THANK YOU, as always, for reading, subscribing, and all that you do to make our world a better place!
In solidarity,
Antonia
Contact me about communications consulting and custom content at antonia@antoniascatton.com or (202) 922-6647.
ADDITIONAL RESOURCES
"Back in the day," campaigns and orgs used to keep an actual three-ring binder full of message memos and position papers. They would use them to brief candidates before debates, or give to new staffers or consultants, anyone they needed to get up to speed on what they needed to know. Now, I guess you would just save it to a Google Drive folder! I worry that we are so out of the habit of training on messaging and maintaining message discipline that we don't even have systems for making sure everyone is operating out of the same playbook!
All of the postcards that we (my various groups) write, come with scripts we are required to use. It would be a dream if you could consult with them (the various address suppliers) to make sure the messages they send us are concise and employ the known strategies that you and other messaging experts like George Lakoff, Heather McGhee, Anat Shenker-Osorio, etc recommend.
In general, I do see improvement in that area, but a unified play book would sure be swell.
Thanks for your work!!