Getting Through With Messaging

One of the biggest breakout messaging moments from Democrats this year came with Sen. Cory Booker’s marathon speech on the Senate floor. He spoke for over 24 hours – breaking Strom Thurmond’s record filibustering the Civil Rights Act of 1957.

He made every minute on the floor an opportunity to advance his goal: hold Trump accountable and speak out against his administration’s incompetence, lack of judgement, and terrible policies. 

At no point did Booker’s speech wander into shenanigans, and there were no readings from Green Eggs & Ham – an infamous moment from Sen. Ted Cruz’s (failed) anti-ACA speech. He didn’t have to resort to simple stalling because the Senator came prepped. Apart from physically preparing for the endeavor, Booker came with talking points, messaging, and a core throughline so he had enough material to speak for a record-breaking time. 

If you’re running for local office, no one expects (or wants!) you to talk for that long. But there’s a lot to learn from Booker and other elected politicians across the board. 

Know Your Why

No matter what office you’re running for or what race you’re working on, knowing your “why” is essential to staying on message. Why are you running or working late nights on a campaign? Why is the change you’re fighting for so important to you?

There’s a reason why this query is one of the first prompts in our 30-Day Challenge. If you’re not clear about this, people can and will sense it. Also, it’s really helpful to keep what’s motivating you close to fuel you on the tough days and long hours.

One more thing: You may be furious at the status quo. But you also have to identify what you’re running for, not just against. Be clear about what you offer that the other campaigns and candidates don’t. If you’re struggling to nail it down, we’ve got you covered with our “Find Your Why” worksheet.

Clear Talking Points 

A clear, consistent message builds a candidate’s reputation and reinforces the campaign’s brand.

Your talking points are your brand – they’re what you’ll return to time and time again. So when voters see your name on a yard sign or ballot, they’ll associate it with the handful of positions and policies you primarily stand on. 

You should come up with a few clear, short phrases that outline your policies and ideas. Think three to four concise sentences at most. Most voters don’t research every stance from every politician on their ballot, so think about what would be most effective to convey in a minute or two.

What do you want a voter to think about first and foremost when they hear your name? Use that to guide you, and check out our talking points worksheet for step by step help along the way.

Booker may have had all night at his disposal. But he drove home points that underlined what he’s about and what Trump isn’t about, drawing a clear contrast for voters. That’s a goal that every candidate should bring to their speaking engagements and messaging opportunities.

Know Your Audience

Once you’ve nailed down your “why” and outlined key talking points, the next step is to make sure it lands with the people you need to win. That doesn’t mean changing your message, values, or positions depending on who’s listening. It means adapting your tone, storytelling, and delivery so your message resonates.

Are you talking to working parents at a PTA meeting or retirees at a neighborhood association? Are you in a major city, rural district, or college town? Your policies will stay the same, but how you talk about them should shift depending on your audience’s primary needs, concerns, and experiences. The most effective communicators meet people where they are.

Next Steps

NDTC offers trainings, courses, and resources to help you take your messaging strategy a step further. Whether you’re just starting to define your message or perfecting your voice, we’re here to help. We’ve got tools for Democratic candidates and their staff alike, and if you’re ready to dive even deeper, check out our learning plans Communication Essentials for Candidates and Building Campaign Communication Strategy.