economic concepts in plain language telling stories with fewer dollars and more sense
TRANSCRIPT
Economic Concepts in Plain Language
Telling Stories with Fewer Dollars and More Sense
Convoluted LanguageExample: It’s fine for a policy paper, but “GDP,” “NDP,”
and “CPI” never convinced anybody to fight for something.
Plain LanguageExample: This is what the national debt looks like for your
family.
Compelling LanguageExample: The national debt is putting Ashley’s dreams in
jeopardy.
“The health reform law will add $6.2 trillion to our national deficits”
“Pointing to the Affordable Care Act, 41 percent of small business owners have frozen hiring.”
“ObamaCare is a job killer.”
“This reform makes it possible for Janice get health care, after decades of going uninsured because of a burdensome pre-existing condition.”
Dollars Versus People: Not a Fair Fight
Frame Analysis
“If you want to engage your audience and shift public debate, you will need to identify the mental models that shape how people see the world. Understanding the semantic frames – also known as mental models – that shape how different communities understand the issue is the key to any successful campaign.”
– Progressive communications consulting group
How do we understand these “mental models?”
Get to Know your AudienceThrough Rigorous Message Testing
Independent Women’s Voice – Paycheck Fairness Test
Don’t assume what or how your audience thinks!
Get to Know your AudienceThrough Rigorous Message Testing
The product: An educational video about the “wage gap”
Moral ValuesJonathan Haidt – a moral psychologist – examined 6 “moral
foundations” and found that two of them resonate most widely
Moral ValuesJonathan Haidt: While conservatives used all six moral
foundations to make judgments, liberals used “care” and “fairness” most.
CARE FAIRNESS LIBERTY
LOYALTY AUTHORITY SANCTITY
Messages“We are endowed by our Creator with the right to life, liberty, and property. These rights are sacrosanct.”
“I have the right to this property because I have the deed.”
“If this ballot measure passes, my family will lose our property that we have worked for generations to maintain.”
“People should be free to do what they choose with their private property. Government shouldn’t take it away.”
“It’s not fair that these zoning restrictions put some neighborhoods at a disadvantage.”
“We farmers understand what it’s like to have our land threatened, and we need to stick together.”
Messages“We are endowed by our Creator with the right to life, liberty, and property. These rights are sacrosanct.”
“I have the right to this property because I have the deed.”
“If this ballot measure passes, my family will lose our property that we have worked for generations to maintain.”
“People should be free to do what they choose with their private property. Government shouldn’t take it away.”
“It’s not fair that these zoning restrictions put some neighborhoods at a disadvantage.”
“We farmers understand what it’s like to have our land threatened, and we need to stick together.”
Fight for PeopleIn the battle of people versus money, people always win.
Appeal to Valueswith the broadest possible support.
In Summary…
Speak my Language“Every man hears only what he understands.” - Goethe
Thank you