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We are an ignorant lot. I include myself in this, and we are helping George Bush slouch into the White House. If you can't articulate why John Kerry is the right man for the job and why George Bush has failed as president, then we lose.
The television ad wars and news coverage are only part of the current battle battle for America's very soul. The other half of the war is made up of a thousand skirmishes at water coolers, family gatherings, company pic nics, church, school, and in grocery store lines. It is fought by word of mouth. Everything else is positioning for those personal moments of discussion and debate.
By and large, we carry a single tool into these discussions and debates. It is simply, "Ooooh that George W. Bush is a bad man." Of course this isn't everyone here at DU, but it is far more widespread than it needs to be.
I've detailed my thinking on this subject below. Please read it and share your thoughts, strategic or tactical.
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Sure, we make the "bush is bad" argument about specific issues, actions and events, but to most of the uninitiated, it sounds like the same argument. They can file us under "Bush hater" and let it roll off. Armed with that single weapon we will lose. In the same way a tax cut isn't the solution to every economic problem, this single argument about Bush won't win an election. It isn't versatile enough. As the old saying goes, "When all you have is a hammer, every problem is a nail."
In advertising, you need both the message and a call to action for your product. It simply isn't enough to run the other products down. Worse still is to run only against a single product by name. The Republicans certainly understand they are selling us a candidate. The would never position Kerry as the leader by saying, "unlike Kerry, Bush will..." When we speak only in relation to Bush, we strengthen him by positioning him as the market leader.
Near as I can tell, that is the core of their campaign this cycle. Don't change horses in the middle of a war. He's in charge. Any dissenters are just Bush bashers or politicians. We shouldn't play into that.
To be John Kerry's champions, we need to understand our man. This is where I see most of us failing. We need, several simple, pointed reasons to vote for him that have nothing to do with George Bush. Additionally, on the biggest issues, Iraq, economy, and security, we should be able to articulate his plan without reference to Bush. Remember, Kerry is the man with the plan, not just an alternative to George Bush. Consider this homework. If you can't do these simple things, head to Kerry's website. Bone up on the man you want to win.
We need to sharpen our current arguments. It isn't enough to say W is bad. There will always be a scandal du jour with these guys running the show. Use it as a segue to the real arguments. Be able to articulate how Bush has failed in Iraq, economically, and on the issue of security. Elections are about the future. Be able to carry the argument there. For example, "If Bush continues to erode our relations with other nations, we'll have NO warning about the next attack." Again, it is homework. You'll find ample resources here at DU to sharpen those points.
Towards the end of the conversation, be ready to urge anyone you talk with to action, even if that action is inaction. This will change based on the situation, where they are in their process of decision making, and many other factors. Have a list actions ready ranging from sending them down to volunteer for Kerry, to giving them other sources of information, to simply encouraging them to vote or even NOT VOTE. For example, "This election certainly seems too important to vote for Bush out of habit," or "You really know your facts. They could use you down at the Kerry Campaign HQ."
Tactical Considerations - Freepers
We repeat what we've heard. We defend what we say. We believe what we defend.
Look at how this model is used by the Republicans. Freepers regurgitate what they have heard from Hanity, Limbaugh, Newsmax, and the White House. Since they have said it, it must be defended when challenged. Once they find themselves defending that point of view, it only follows that they must believe it. On our worst days, we at DU do the same.
We must break this chain and sow the seeds of doubt. When dealing with Freepers, don't convert them. Just give them enough doubt to stay home come election day. As frightening as this may sound, listening is the key to defusing a freeper. Every freeper will have a strong core belief in God, country, economic theory, or the Republican party. Probably it will be a mix of all of them.
George Bush isn't a Republican. George Bush isn't a freeper or free marketeer. George Bush isn't really a Christian. George Bush isn't even an American. He is a corporate globalist out to enrich himself and his buddies. He could care less where the jobs are, how safe you are, or what Adam Smith or Jesus Christ would do. Identify their focus, and work on that. All across the country, Republicans are doubting the president. They may never be Kerry supporters, but they can be encouraged to stay home.
Tactical Considerations - Naderites
The flip side of freepers, Nader supporters feel both parties are the same. They are a very diverse group and lack freeper homogenization. Again listening is the key. Find what is most important to them and target that. Be ready with the differences between Kerry and Bush. From abortion to foreign policy to the environment, you should know what Kerry will do and what George has done. Abortion rights and energy policy are both fertile ground.
Also, my personal observation is that Nader supporters feel VERY strongly about the erosion of our electoral system, opposition to the Iraq war and consumer rights. They seem to be least engaged on issues of security, foreign relations, and the nitty gritty of policy decisions. You may not be able to convert them to a Kerry vote.
Like freepers, you should have a fallback position. Mine is to simply defuse the "both parties are the same argument" and encourage a little electoral responsibility. For example, "Just think of the coalition Nader could have built for the Greens if he had shown more political savvy towards the end of the last election."
Tactical Considerations - Repitition
Remember repetition is the key. I've heard estimates that four to seven ads are required before you pay attention. Don't blow the election in one fiery emotional argument at the water cooler over the Iraqi abuse scandal or some nutty thing Limbaugh said. If its a freeper you are speaking with, then you've burned your bridge, if it is someone apolitical, then you look like an emotional zealot. Smile, keep your comments or rebuttal short and sweet. Return to fight another day, and another, and another.
Tactical Considerations - Family
Not everyone is up to engaging in politics in the lion's den of relationships and mandatory gatherings. Remember that with your family, you start off with access and an open minded-ness that you will NEVER find in anyone else. Likewise, you may be the only person to engage them politically.
You have just as much right to your opinion as that bigoted "Archie Bunker" of an uncle. In fact, he may be your greatest target. Tailor your opening and arguments to the individual. For example, "I've always admired your patriotism Uncle Johnny, how can you support a man that sent our troops into battle so ill prepared?"
Tactical Considerations - Preaching to the Choir
We all have that kindred soul who we can talk politics with. For many of us, we've grown much closer to these people in the last four years. Like DU, they are our respite and source of sanity. Don't confuse these political discussions with friends as progress. Tailor them into something more productive. Hone your arguments for debate with your friends. Seek their advice on tactics. Engage them in the process of sending John Kerry to the White House. As always, encourage them to action. You will already be doing so by example.
For now is the time for all of our allies to stand up and engage the other side. There has been no election more important in my lifetime, and maybe not even in the history of the United States. The path of least resistance is to simply bitch and grouse about Bush, but it takes little more effort to head over to the Kerry site and get informed. I'd hate to see us lose for the want of such a simple act.
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