Welcome to Perspective, a blog by the PLM staff! Here’s where we will break down current events, share tips for improving your communication and design skills, and peel back the curtains of what goes on at PLM.
Today, we want to review five common mistakes we often see clients and others make when trying to write persuasive political content. Here’s what you need to watch out for:
1. Using too big words
It’s easy to fall into the trap that good writing means sophisticated vocabulary and detailed statistics. But in reality, and especially with political communication, being concise and accessible is king. After all, the first step in persuasion is meeting your audience where they are.
NO: As a former obstetrician, Smith performed D&C procedures. She knows that 25% of women will have an abortion sometime in their lives, which is why she is unequivocal about abortion rights.
YES: As a doctor, Smith helped countless women and their families make important healthcare decisions. She strongly believes in people’s right to access abortion and other reproductive healthcare.
2. Amplifying your opponent’s talking point
We get it. It can be infuriating to see an opposing campaign put out an ad that distorts your team’s positions, and you want to get out there and correct the record. But you want to make sure you are not introducing the opposing viewpoint to an audience that may not have even heard the original attack. Lead with the truth about your issue or candidate, not with a refutation of what the opposition said.
NO: My opponent says I don’t care about public schools but he couldn’t be more wrong.
YES: As a graduate of Wake County Public schools and a longtime PTA member, improving public education is my top issue.
3. Using language that is against our values
Similar to amplifying the opponent’s talking point, this is another one we see clients doing accidentally. The right has unfortunately managed to seep their terminology into a lot of mainstream discussions, but there’s no reason we need to play on their turf, even when refuting their argument.
NO: Medicaid isn’t just for those who don’t work, it helps others too.
YES: Cuts to Medicaid will harm children, pregnant women, and people with disabilities throughout our state.
4. Taking too long to get to the point
Most of the ads we run are 30 seconds, which is roughly 76 words. Sometimes we run 15 or even 6-second ads. That could mean summarizing the crux of your argument in 15 words or less. In these situations, we don’t have the luxury of long set-ups or superfluous descriptions.
NO: This fall there is going to be an election for many local offices. Many people don’t think their vote matters or will make a difference, but here in North Carolina, several statewide elections have been decided by just a few hundred votes. That’s just a few hundred votes making the difference between protecting our reproductive rights, improving public education, and defending our free and fair elections. That’s why it’s important you vote this fall.
YES: Quality public schools, reproductive rights, our democracy – it’s all at stake. Vote this fall for your community, your family, and yourself.
5. Missing the mark on tone
Every platform, audience, and issue is going to be different. Sometimes urgency works; too much and your audience is burned out. Sometimes humor works; too much and you risk coming across as flippant. Same goes for anger and cheer. Mix up your writing and make sure the tone matches the moment.
NO: BREAKING NEWS – In an off-the-rails announcement, Trump declares he is renaming the Gulf of Mexico as the “Gulf of America”!
We should use outrage/urgency sparingly, and given the scope of Trump’s actions and voters’ main interest in policies that impact them personally, this isn’t meeting voters where they are. It could be an opportunity for some light humor though.
YES: While We’re Renaming Things, Here Are Our Five Suggestions
Have you seen other common mistakes made with persuasive political content? Drop us a line at admin@progressivelensmedia.com and let us know what you’ve seen!