Democrats Are Awful At Messaging

Can they do better this time around? Here’s how.

In a close race, simple messaging can decide an Election.

And having spent thirty years working behind the scenes in mass media (radio, television and video production), I’ve learned a few things on crafting effective messages for mass media and the public.

For a public with a short attention span, no less.

Even with numerous ongoing challenges, the political party of FDR and JFK does its best to navigate the demands of Washington D.C. politics to deliver for its constituents.

However, in my expert opinion … compared to the GOP:

Democratic leadership has an awful record at getting the party’s message across to voters.
Often, embarrassingly so.

And that’s cost the party dearly. And soon, it may cost them yet again.

They urgently need to learn to communicate their value proposition — a brief statement that communicates why voters should align with them — and do it concisely and memorably.

That’s what a slogan is for.

It’s a way to get people’s attention. To get their interest. And to get potential supporters to pay attention long enough to tell them more.

So: can Democratic decision-makers learn to improve their messaging?

Let’s … Do Better

When this slogan was first unveiled a few years ago … I found myself just staring at it. Literally. For five minutes straight, at least. Trying to figure out what it actually meant.

That’s not a good sign.

For a message that’s supposed to motivate people. To get their buy-in. To get their enthusiasm.

And just what is a “build back”, anyway?

Or when was the last time anyone used those two words together, as a verb? I mean, in actual real-life conversation?

Sure, there’s an idea hiding there — cloaked in clever alliteration. And eventually, we sort of got used to it.

But as a way to gain the hearts of people, it was a failure.

“Let’s Win This” isn’t much better. If I’m an undecided voter, what does an exhortation that they “win” … actually mean to me? ¹

And thus, another critical opportunity — squandered.

In fact, overall: Democratic messaging appears to be an assortment of half-polished ideas which lack a singular focus … and that largely miss appealing to the very people who will determine the 2024 election.

So for contrast, let’s look at an example of an undeniably successful slogan.

“Make America Great Again”

If you’re honest (whatever your politics), you have to admit that this is one of the most successful political slogans in recent memory.

It’s galvanized 100,000,000+ people. It gets them fired up. Thoroughly impassioned, over and over again. And it continues to do that, years after it was introduced.

It’s an anthem. An identity. Maybe even a belief system.

That’s not bad for a slogan.

The Dems can learn something from that. They need to. Desperately. And soon.

Who Are You Targeting?

When crafting a slogan, it helps to know who your target audience is.

And in politics, there are basically three potential audiences:

➥ Your “base”
The people in your party.

• You just need to motivate them to actually vote.
• And assuming so, most of them will vote for you.

➥ Swing / independent / undecided voters
In close contests like the upcoming November election:

• These people will determine the winner.
• So you need them, in order to win.
• And you can’t afford to alienate them (for example, by seeming aloof, or indifferent to their needs and concerns).

And so, it’s crucial to craft your message so that it resonates … with those millions of other people whose votes you want.

➥ The other candidate’s “base”

• They won’t vote for you anyway.

So, What Makes A Good Slogan?

✔ A good slogan is a visceral, EMOTIONAL appeal.
This may be the most important factor of all.

A good slogan needs to resonate with its target audience … and with their point of view (and not simply announce yours).

It’s something people can take to heart. Become their rallying cry.

Something they’d carry a banner for. And do it eagerly. That they’d shout from the streets. And from their own #SocialMedia.

Something they’d boast on a bumper sticker, or from the back of a pickup truck — or even on their hat.

Interestingly, that’s true even if it’s not obvious what the logical meaning of the phrase is. Because first and foremost, it has emotional meaning.

However, Democratic decision-makers don’t seem to get this. They tend to assume voters operate at a more intellectual level. And they may not understand how significant the disconnect is, between thoughts and feelings.

But no matter, the GOP does get it. And uses that insight to their decided advantage, for all it’s worth.

“[Donald] Trump is not world-class at anything except branding and marketing.”
— Emmett Shine, Gin Lane Media

✔ A good slogan is something you don’t have to think about.
It makes immediate sense — without having to be explained:

Actual good slogans are intuitive and simple. And simple has tremendous power.

Especially if you’re trying to appeal to millions of people.

✔ A good slogan is catchy.
It rolls off the tongue, naturally. It’s easy to say in casual conversation.
And you wouldn’t feel embarrassed in saying it.

✔ It’s concise.
… Ideally, it’s 4 words or less.

✔ It leaves room for interpretation.
A good slogan is like a great work of art: the meaning is largely perceived by the beholder.

Which means people can imbue it with a wide range of meanings. Which also means a wide range of people can embrace it. It’s like a Rorschach blot.

So in “Make America Great Again”, couldn’t the word “great” mean … just about anything?

Yes. And that’s the point — because “great” means many different things to many different people. And so, when an individual imbues the phrase with meaning … it’s their meaning. Something that has meaning to them.

And evoking that imagination in people … touches a far more powerful part of the psyche than merely being literal. It’s a place where hopes and dreams reside.

✔ Does a good slogan demand substance?
It’s nice. But not necessary.

What makes for a good slogan might also make for a vague platitude. That might easily describe “MAGA”. But that doesn’t make it less successful.

In fact, being deliberately vague can sometimes be an advantage. For instance, if your real agenda is something you don’t quite want to advertise … then the slogan itself can be a form of misdirection.

Say, if the candidate’s interests are actually aligned with an elite minority.

Because then, more truthful slogans might not test well in focus groups:

Though if your party is really out to help most people — you just need a concise way to let people know that.

Inspiration

If you think simple, simplistic phrases don’t work — guess again:

Many billions of dollars have changed hands, over many years — and millions of people have been motivated to act — because of simple phrases like these.

And ironically: “simple” … actually takes a lot of work to get just right. And as we’ve seen, not everyone can do it, or do it well.

So, what one thought are you trying to project?

Pick a thought. Just one. That’s what you get in a slogan.

Think about your brand identity. Given the choice, what’s the one thought you want to get across to prospective voters?

Now, remember: you’ve got four words or less.
… In which to make it memorable.
… Emotional.
… Resonant.
… To get people’s attention. Especially those who are NOT already sold on you.
… To engender a feeling — a feeling of loyalty, to your cause.
… And perhaps, to get across the beginnings of an idea.

Like, how are you planning on making their lives better?

That’s quite a responsibility for just a few words to convey.

And it’s unlikely to succeed, if that catch phrase isn’t well-crafted.

So you’d best choose those words wisely.

Yet, if you can do all that, in just one short saying — then you’ve got a potential winner.

And with that, possibly your campaign, too.

And if you can’t — then you’ve got a messaging problem.

Ron Diamond is a former editorial consultant living on the west coast.

Text and original illustrations:
© 2024 Ron Diamond. All rights reserved.

Other images:
Either public domain, under license, or © their respective owners. Inclusion is intended as fair use under 17 U.S. Code § 107.

Footnote
¹ Also, while the word “Forward” can be evocative, “A New Way Forward” is filled with cognitive dissonance — because: isn’t the candidate a member of the incumbency?