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trust your instincts

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	August 10, 2003

ADVICE FOR THE DEMOCRATIC NOMINEE IN 2004 Here's some unsolicited advice for whatever candidate wins the Democratic presidential nomination. Let's hope the DNC, in their zeal to attract corporate contributions, doesn't screw up the democratic process too badly: Keep the message simple, memorable, repeatable. Don't ridicule Bush's stupidity and inarticulateness. It's mean to make fun of the disadvantaged, and gets people rushing to their defence and sympathizing with them. We're his victims. Don't let his people turn that around. Focus on Bush's dishonesty and untrustworthiness. People don't like to be lied to. Miss America said it all: "I'd rather have an honest president who isn't very intelligent than one that is intelligent but who I can't trust". And ignore the dishonesty and untrustworthiness of Bush's team. Rumsfeld is a dangerous and slippery pathological liar, but it's a waste of time to prove it -- his name is not on the ballot. Make the emotional appeal first, and then back it up with a rational appeal. That's the secret to selling anything. You want a car that's sexy, and incidentally also reliable. Too many Democrats do it backwards, trying to get people worked up with the facts. Bush got people loathing Saddam, and the rationale for going to war with him was an afterthought, and even when people found out it was invented many of them didn't care. Stress the consequences of Bush's actions (the consequences of economic mismanagement, pre-emptive wars), rather than debating the strategy, morality and logic of those actions. Keep asking the "so what?" question. People can't relate to deficit data and other unimaginably large numbers; they want to know what these data mean to the average American in his/her everyday life. Say what will restore pride in America and Americans, not how Bush has undermined it. People want to feel better about their country, not blame someone for why they feel worse. Aim the message at the 20% of voters who are undecided, and the 20% of non-voters who might vote if they got worked up. Everyone else is either a sure thing or a lost cause. Make the issues personal and concrete. A half-million American jobs exported to Asia because the wages there are lower and because there's absolutely no tax or other incentive for American companies to employ Americans, for example. Play into the media, rather than fighting and bad-mouthing them. Yes, they're doing a lousy job, yes they're lazy journalists, yes they pander, yes they're the least respected group in the US (below even the IRS). So what? They're trying to do their job. Make it easier for them. Give them the sound bites. Give them stuff that will help their ratings. Say clever (but not too clever) stuff over and over and over until it sticks and you're writing the headlines and catchy phrases for them. Don't forget Congress. With the scandal of redistricting, it's almost impossible for incumbents in Congress to lose if they play safe. Focus the effort on a dozen winnable Republican House seats and three or four Senate seats, and put real stars, leaders, articulate and courageous people in them. If those people are reluctant to run, all the better. 5:33:25 AM  trackback []  comment []

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