Some Rules to keep in mind when [[Communicating Political Ideas]] effectively. (Or, iteration on how to [[Get people to watch]].) BLUF: **Structure arguments about ideas so people understand what you mean.** 1. **Suggest an outcome of governance or use of political power that is clear and easy to understand in two sentences, maximum. a. "The Pandemic is Devastating. Give Every American $1,400 today." b. "Pay every American family $6,400 per year, per child" 2. Sometimes that use of political power is not an outcome of governance per se, but a **commentary on the proper uses of power itself, or an appeal to higher values; often personal in nature**. (These are often the most effective negative ads.) a. “Drain the Swamp” b. “Evan Bayh can’t be trusted, he lies about his lobbying and where he lives.” 3. **To the greatest extent possible, Assign Blame.** It should be either __explicitly clear__ or __commonly understood__ that said misuse of political power is the *fault* of a person or party in charge, and/or is a *dereliction* on the part of the person(s) or party(s) in charge. Recognizable [[Strawman arguments]] can work, but are often harder to pull off. ("elites", "Wall Street", "special interests" etc... much weaker. [[Copywriting Tips from Harry Dry|You can't drop them on your toe]].) a. "~~Obama's~~ ~~Biden's~~ Kamala's Border is out of Control. Build a Wall.” b. "Forgive Student Debt, it's Unfair." (this works without mentioning banks, but it's less powerful.) 4. **A reasonable person must be able to counter the argument for an equally straightforward (if morally flimsy) reason; otherwise it's not a strong enough claim.** (See [[Copywriting Tips from Harry Dry]], who cites this idea in context of product work. No Less true) a. "We need immigrant labor" b. “I know and trust Evan Bayh.” c. “We shouldn’t be giving people handouts who don’t need it.” d. "Government spends too much already" See also: the [[Five categories of political rhetoric]] as a framework to persuade audiences and voters: ##### Put it all another way: [[Write How People Speak]]