How to communicate issues with voters
ILLUSTRATED: Collective issues are about TRUST, Pocketbook issues are about GREED.
There are two types of issues: collective issues and "pocketbook" issues. When campaigning, you want to have the voter TRUST your candidate on collective issues. Regrettably, often you must appeal to people's GREED and self interest with pocketbook issues.
Defense and conservation are examples of collective issues, we're all in it together. Make the voters trust your candidate to best handle the issue. You do that by showing why the issue is important to the candidate personally. For example, if your candidate is a veteran, begin any question on Defense policy with "[name] knows the consequences of deploying a division. He's been deployed, he knows what happens when there is a failed foreign policy. He thinks...[details, but stay conversational]". This is all about which candidate does the voter trust to deal with the issue the best.
Pocketbook issues tangilbly hit people in their lives. Jobs, health coverage, and access to higher education come to mind. To communicate these with the general public, use very concrete language, explain how it helps their daily lives. Don't say "my candidate wants to raise health spending by 10% and provide 75% co-payment coverage upto $5,000". People's eyes glaze over. Just say "When you have a big party, you buy things in bulk at a wholesale store. You don't go to the convenience store. We want you or your employer to be able to buy into one big risk pool, so healthcare will be affordable." This is about which candidate will help me get ahead in life.
There are two types of issues: collective issues and "pocketbook" issues. When campaigning, you want to have the voter TRUST your candidate on collective issues. Regrettably, often you must appeal to people's GREED and self interest with pocketbook issues.
Defense and conservation are examples of collective issues, we're all in it together. Make the voters trust your candidate to best handle the issue. You do that by showing why the issue is important to the candidate personally. For example, if your candidate is a veteran, begin any question on Defense policy with "[name] knows the consequences of deploying a division. He's been deployed, he knows what happens when there is a failed foreign policy. He thinks...[details, but stay conversational]". This is all about which candidate does the voter trust to deal with the issue the best.
Pocketbook issues tangilbly hit people in their lives. Jobs, health coverage, and access to higher education come to mind. To communicate these with the general public, use very concrete language, explain how it helps their daily lives. Don't say "my candidate wants to raise health spending by 10% and provide 75% co-payment coverage upto $5,000". People's eyes glaze over. Just say "When you have a big party, you buy things in bulk at a wholesale store. You don't go to the convenience store. We want you or your employer to be able to buy into one big risk pool, so healthcare will be affordable." This is about which candidate will help me get ahead in life.
posted by Teka Thomas at 10:55 PM
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