1. Voices for Progress Project February, 2009 Administered by American Family Voices Message Handbook for Progressives from Center to Left: How to Talk about Government

2. January 3, 2014 The following are progressive messages on the role of government that test strongly in representative national samples. Each message provides a brief narrative that summarizes an often complex position in five or six sentences, usually including a tagline that captures its essence, indicated in bold. Messages were developed through 3 rounds of qualitative and quantitative research which tested them against strong conservative messages. All data presented are derived from survey research of likely voters, developed over the following phases: Focus Groups: 8 groups among swing voters and weak partisans testing various message concepts and language. Internet panel survey of national likely voters (June 11, 2008): In 2 online surveys respondents heard conservative and progressive messages delivered by a Republican and Democratic candidate, respectively, in an audio format. Along with other measures, respondents rated messages in moment-to-moment dial testing, which helped identify which elements resonated the most. (N = 405 respondents per message tested.) Telephone survey of national likely voters (October 5, 2008): Respondents heard conservative and progressive messages on a variety of issues delivered by a Republican and Democratic candidate, respectively. They were then asked to rate each message and vote for the candidate whom they preferred based on the message. (N = 412 respondents per message tested.) Project Summary and Methodology

3. January 3, 2014 Survey Results of a Strong Progressive Message It's time politicians stopped running for or against government and started running it well. We need leaders who understand the value of business, because business is the engine of our prosperity and jobs. But we also need leaders who understand what happens when you let big business call all the shots. People who work full time shouldn't be struggling to put food on the table or gas in their tanks. People who retire with a pension and benefits shouldn't find themselves with a handful of empty promises. The most powerful nation on earth shouldn't be held hostage to Middle Eastern tyrants because we're dependent on their oil. True leaders don't sit back and hope things work out as big businesses move American jobs to China or triple the price of gas. Leadership means knowing when to step back and when to step up to make sure the system works for people who work for a living.

4. January 3, 2014 Survey Results of a Strong Progressive Message It's time politicians stopped running for or against government and started running it well. We've had a failure of leadership in Washington, and it's time for a change. True leaders work for the people who elected them, not the special interests who paid for their campaigns. True leaders don't vote themselves pay raises while the rest of our salaries aren't keeping pace with the price of gas, groceries, and prescription drugs. True leaders don't give themselves health care plans the rest of us can't afford while cutting care for our soldiers. True leaders don't sit idly by as our country becomes increasingly dependent on foreign oil and our manufacturing plants shutter their doors and move to China. Leadership means knowing when to step back and when to step up to make sure the system works for people who work for a living. A government is only as good as the people who run it, and we need leaders with the courage, conviction, and competence to run it well.

5. January 3, 2014 Survey Results of a Strong Progressive Message It's time we let business do what it does best-create prosperity and jobs-and let government do what it does best-spur investment, enforce the rules of the road, and make sure that the working people who create our nation's prosperity get their fair share of it. If you rely on big businesses to police themselves, you get wages that don't keep up with the cost of living, seniors without secure pensions and health care, and a financial crisis like we haven't seen since the Great Depression. We've had a failure of leadership in Washington, and we're paying for it every time we fill our gas tanks, buy groceries, or go to the drug store. Corporations act in their interests. We need leaders who will act in ours. We've gone from the New Deal to the Raw Deal, and it's time we had leaders who deal honestly again with middle class Americans.

6. January 3, 2014 Internet Panel Dial Tests of Strong Progressive Messages The following are message dial tests among likely voters. Click each message below to play its dial graph. The graph plots the mean rating score for the message on a 0-100 scale. The colored lines represent the scores among Republicans, Independents, Democrats and all respondents. …Its time politicians stopped running for or against government, and started running it well. Weve had a failure of leadership in Washington and its time for a change… (CLICK TO VIEW) …We need leaders who understand that value of business… but we also need leaders who understand what happens when you let big business call all the shots… (CLICK TO VIEW) Government should work for working Americans… (CLICK TO VIEW) We need leaders who take personal responsibility for their actions and expect the same from our government… (CLICK TO VIEW)

7. January 3, 2014 Use the language of leaders, leadership, and true leaders instead of, or interspersed with, the language of government. People like strong leaders; they worry about strong government. Populist language about people who work for a living and middle class Americans versus corporate special interests performs well. Emphasize the importance of business (especially small business), but also the pitfalls of businesses writing their own rules. Dispel the notion of progressives as being anti-business. Use a positive framework of partnering with business in which to discuss the governments role in the economy. How to Talk about Government: Key Points

8. January 3, 2014 Lessons in history or political theory. Historical analogies resonate well with Democrats but do not necessarily build support among Independents. How to Talk about Government: Key Points Tie the costs unregulated markets to voters everyday experience: True leaders dont sit back and hope things work out as big businesses move American jobs to China or triple the price of gas. Use the language of investment. Language to Avoid