2. Listen to the Dark Side: Dont say estate tax say death tax. Why?

3. Listen to the Dark Side: Dont say undocumented workers say illegal aliens. Why?

4. Listen to the Dark Side: Dont say trial lawyer say personal injury lawyer. Why?

5. Who is this guy? And whos the progressive counterpart?

6. Values? What are

7. A Scout is trustworthy, loyal, helpful, friendly, courteous, kind, obedient, cheerful, thrifty, brave, clean and reverent. Private Values

8. Freedom Liberty Privacy Opportunity Equality Fairness Justice Security Safety Public Values

9. Politics is the ART of Persuasion

10. Cant Persuade Everyone Harris PollPercent answering true Oct. 2004 Saddam Hussein helped plan and support the hijackers who attacked the U.S. on September 11, 2001. 41% Iraq had weapons of mass destruction when the U.S. invaded. 38% Several of the hijackers who attacked the U.S. on September 11 were Iraqis. 37%

11. TARGETING: Persuade the Persuadables

12. Understand the Persuadables US THEM

13. How to talk to persuadables First, remember, they are NORMAL people. Second, use THEIR language not our language. Third, its nearly IMPOSSIBLE to change mindsagree with them.

14. What are values that persuade the Persuadables?

15. #1 Government has no proper role. #2 Government acts as referee. #3 Government acts as protector.

16. Freedom

17. Opportunity

18. Security

19. Distinguishing our values from Conservatives US THEM

20. Greatest Values of All Time

21. Declaration of Independence Life = Security Liberty = Freedom Pursuit of Happiness = Opportunity

22. Responsibility

24. Family of Values FreedomOpportunity Security LibertyEquality Safety PrivacyJustice Health ChoiceFairness Protection Basic rights Level playing field Quality of life Distinguish with Responsibility

25. Persuadables Favorite Values

26. Strengths and Weaknesses Among persuadables, whats more important… strongly or somewhat?

27. Priorities of Persuables

28. Slogans for Persuadables Strongly agree / Not so strongly agree

29. Philosophy for Persuadables Rating on scale of 0-10

30. Darth Vader Agrees: The best way to communicate values is to use words and phrases that no Coke- drinking, apple-pie eating American could disagree with. Family. Freedom. Opportunity. Responsibility. Community. These are the true American values.

31. Darth Vader Agrees: Talk about the principles of democracy and justice and explain how they fit into your policies. The public is ready for a philosophical discussion if you link philosophy to their day-to-day concerns.

32. Darth Vader Agrees: Do not be afraid to wax poetic about the link between American icons of freedom and opportunity and the very legislation that you are discussing. It will not seem trite. It will not appear sordid.