All voting is identity voting. To engage swing voters, they have to see themselves in the ad.We need to live where they live and then walk them through the conversion experience.
The setting is a very Wisconsin bar. Three people are sitting at a table eating. They talk to each other. They don't talk to the camera. One is a white man, a businessman. He says “Yeah I voted for Walker. But he turns out to be terrible for Wisconsin. I’m really worried about what’s going on with the economy. He’s killing it for businesses. All my friends can’t believe how much worse things are now.
Another man, say “I thought he was gonna bring the jobs. That’s all I want, but I’m not seeing any jobs.
Third person, woman, says “I’ve been a Republican my whole life. I wasn’t sure how I felt about this recall business until I saw all this job loss. But this guy is just bringing down the state. He’s the wrong guy. I want someone else.
Note- don’t talk about unions. Talk bout unions won’t get thas last 5-10,000 we need.
Note- keep the focus on Walker. He’s on the defensive. Keep him that way.
Note- Can use this format to respond to attack ads and their distortions. We will win by keeping control of the narrative.