‘Actually stand for something,’ and other tips to win the midterms
Here are 15 pieces of messaging advice to seize the agenda from the Trump regime
Most voters do not study candidates’ position statements. They see a headline here and there, they hear what friends and relatives say, and they often make their decisions based on past practice or gut instincts – on what makes them feel good about themselves.
They like straight talk, or at least what sounds like straight talk. Trump has been lying to voters for more than a decade, but many people still think “he tells it like it is” because he’s blunt. He has shown us the importance of messaging.
Below are 15 tips for pro-democracy advocates preparing for a midterm election that may well determine whether you and your family live in a free country. Consider using them in your political activism and/or social media. Some of my advice applies to the mainstream media, too, but they’re not supposed to campaign for candidates. If only they would campaign for the truth, that would be enough for me.
1. Make change part of the message.
I’m convinced that one reason Democrats lost the White House in 2024 is because they were, in essence, running to extend Joe Biden’s presidency, even after Kamala Harris took over the race. There’s a deep feeling of dissatisfaction in this country. People want change. One of the biggest mistakes Democrats could make is basing their campaigns on going back to “normal.” People don’t want to vote for the same Democrats who seem to be in the process of losing our democracy to Trumpism. To win, Democrats must trumpet a bold, new agenda. For example, there’s an illegal war going on. Oppose it.
2. Don’t waste time trying to crack the cult.
Our messaging should be aimed more at past non-voters than at current Republican voters. The majority of MAGA cult members are lost to us. Getting apathetic non-voters to show up at the polls is a more achievable goal.
3. Don’t focus only on Trump.
When Trump is your sole target, you do a favor to every other Republican who enables his fascism. Trump’s not actually on the ballot, and his political lackeys who are running this year will try to create distance from him before the midterms. We want people to vote against Republicans as a group. A good term to use is “Trump Republicans.”
4. Be a good ally.
One of the most exasperating behaviors of progressives is to attack people who agree with them almost all of the time instead of people who always disagree with them. This is not to say you have to support awful Democrats like Chuck Schumer. But keep a firm grip on who your allies and enemies are, and treat them differently.
5. Keep bringing up Epstein.
This issue has power because the regime is still covering up the truth about Trump’s former friend, sex trafficker Jeffrey Epstein. The reason to keep the Epstein scandal front and center isn’t to get right-wing extremists to vote for Democrats; it’s to get them to have such disgust with Republicans that they stay home.
6. Martyrs matter.
Keep reminding people about Renee Good and Alex Pretti. Republican politicians are OK with masked government thugs murdering peaceful Americans in the streets. But the vast majority of voters are not.
7. Scream about Jim Crow 2.0.
The racists on the Supreme Court and in the Republican Party have turned back the clock six decades on Black political power. If white Democrats act like it’s just political maneuvering instead of moral depravity, they won’t deserve the votes of Black people or anyone who cares about fair government.
8. Do not abandon trans people.
Look at the most popular politicians today. They’re authentic. They’re not throwing marginalized Americans to the wolves in desperate attempts to curry favor with bad actors. Voters like politicians who stand for something – and who stand with people. The Republicans’ hate campaign against trans people is an attempt to distract from their indefensible positions on key issues. When they bring up trans people as a weapon, call them the bigots that they are and refocus the conversation on GOP failures.
9-11. Choose the right words.
Three bits of advice on framing:
When you’re talking about the attack on abortion rights, say, “They’re taking away women’s right to control their own bodies.” Cast it as an issue of personal freedom. Which it is.
It’s not “gun control” – it’s “gun safety measures” or even “sensible gun safety measures.”
Call it “gay marriage” or “same-sex marriage” if you want, but “marriage equality” is better.
12. Highlight the most detestable Trumpers.
Remember how Republicans used to run against Nancy Pelosi in congressional races nationwide? Democrats should do that with the worst characters in the Trump regime. They should zero in on Trump aide Stephen Miller as a supervillain, along with Commerce Secretary Howard Lutnick, a blatant liar, and Defense Secretary Pete Hegseth, a religious extremist who once paid $50,000 to a woman who accused him of sexual assault.
13. It will always be the economy, stupid.
Don’t stop talking about inflation, especially gasoline prices. Remind people that Trump said, “I don’t think about Americans’ financial situation” and called the huge increase in gas prices “peanuts.”
14. Don’t act like it’s 1956.
Never call Trump the “leader of the free world.” Mock anyone who does. Avoid language that makes this criminal presidency seem like a traditional presidency from the last century. Do not “respect the office” when a criminal is running it.
15. Be patriotic.
We know this country has done terrible things throughout its history. But it’s also been a land of opportunity that has attracted immigrants from all over the world. Don’t surrender the flag-waving to Republicans. The “No Kings” messaging is smart because it reminds people that our country was founded in a revolt against a king. And we’ve got another king to defeat this year.
This week’s media atrocity
A storied news operation, CBS News, and its most prestigious program, “60 Minutes,” have been destroyed by the super-rich to please Trump. The fascists want to do this to every legitimate news outfit around.
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The Future of the Democratic Party is on the Ballot
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Thanks for the advice, Mark. We need to take both Houses of Congress if we want change. There are great candidates out there, we need to support them both financially and by volunteering.
Generally good advice. But "Don't try to crack the cult" is wrong. First, it's foolish to expect people who have a track record of not voting to show up and vote while you write off Republicans and independents who do vote. Second, not all Republican voters are in the MAGA cult. Many vote Republican out of loyalty or habit but can see things are going the wrong way in the country. If you mock MAGA and take over traditional Republican themes (e.g., patriotism, economic growth, national security), some portion of non-crazy Republicans will defect. Third, winning over a Republican voter is twice as valuable as inducing a non-voter to vote because you're subtracting a vote from the R column as well as adding one to the D column. Fourth, you only need to win a sliver of Republican votes to turn a close election into a landslide.