Why Storytelling Matters In This Moment
It’s about values & emotions
In this moment, storytelling matters more than ever. Effective messaging has the power to motivate people to take action, but what constitutes political messaging, and how can we harness its potential? I have been showcasing several key themes that are crucial for understanding and addressing one of the most pressing issues facing Indiana Democrats and Democrats nationwide: voter apathy. Take, for example, the recent election turnout numbers from the University of Florida's Election Lab, which reported a 64.06% turnout for the 2024 election as of March 17th. While this might seem like a respectable number, simple math reveals that Trump and the MAGA GOP lack a mandate, having won less than half of the popular vote – equivalent to less than one-third of registered voters. This disparity highlights the need for Democrats to re-examine their messaging strategies and connect with voters on a deeper level. The votes are there to win in 2026.
Source: University of Florida Election Labs
Language in political messaging is key to moving voters. It is not about policy - it is about values and emotions. How voters feel about a political party and candidate. - Drew Westen
Right Now people are MAD - use it!
As we navigate this critical moment, it's essential to tap into the power of storytelling. Political messaging doesn't have to feel distant or disconnected; authentic stories that resonate with people's lives can be a game-changer. Take, for instance, the story of a single mother who relies on Medicaid to access healthcare for her family. When she hears about proposed cuts to Medicaid, she's not just hearing about a policy – she's hearing about her own life and the lives of those she loves. This is why messaging that connects on a personal and emotional level is more likely to leave a lasting impression. Right now, we have an opportunity to tell real, authentic stories that not only impact our local communities but also parallel what's happening across the country.
Where do we go from here ?
Looking ahead, thousands of people are preparing to take to the streets on April 5th in what organizers are calling the largest single day of protest since Donald Trump's second inauguration. Protests are planned not just in Indiana and across the United States, but even in London! So, why are people coming together to protest? It's because our healthcare, Social Security, public education, job security, and civil rights are all on the chopping block – impacting millions of people. In Indiana alone, 44% of the state budget comes from federal agencies and grants. For example, education stands to lose $1.8 billion in federal funding for k-12 and higher education. These cuts will have a devastating impact on local communities, making it essential that we tell the stories of those who will be most affected.
Now Let’s talk Tariffs
Now, let's turn our attention to tariffs. The U.S. economy is projected to suffer an annual loss of $109.23 billion due to these trade policies. Indiana will be particularly hard hit, with estimated losses of close to $4.82 billion across manufacturing, agriculture, and transportation sectors. Take Elkhart, Indiana, for example – the RV Capital of the World. Over 80% of global RV production is based in this region, and steel tariffs will have a significant impact on Hoosiers. The numbers are staggering: a family of four can expect to spend an extra $2,836 each year due to these tariffs. This isn't just about abstract economic figures – it's about the real-life consequences for families, workers, and communities.
IMPACT MAP
The Impact Project provides objective, transparent, and open-source data to help explain how federal policies, funding, and workforce changes affect our communities.
Sell the Brownie not the Recipe ~ Anat Shenker-Osorio
Winning in 2026 starts now – today. It's not about policy wonkery or reciting numbers; it's about how the MAGA GOP Administration, whether it's Trump or Braun as governor of Indiana, is affecting people's lives. Their agenda isn't about efficiency; it's about taking from hardworking Americans and giving to the top 1%. As Anat Shenker Osorio would say, we need to 'Sell the Brownie not the Recipe.' We need to focus on the tangible benefits that policies bring to people's lives, rather than just listing off numbers.
Let's take a look at this example. While the graphic is correct – Indiana was awarded $7 Billion under the Biden Administration through the Bipartisan Infrastructure Act – what does that mean for our communities? The number $7 Billion is abstract, but fixing that pothole, creating new union jobs, or cutting 15 minutes off your commute (saving you $50 a month in gas) are tangible benefits that people can relate to. We need to focus on telling these stories and highlighting the human impact of policies, rather than just throwing around numbers.
The high-stakes science of campaign messaging reveals that success at the ballot box hinges more on how you feel about things than on what you think about them. ~ Drew Weston
Less a marketplace of ideas than a marketplace of emotions. ~ Drew Weston
The Power of Real Stories
This weekend, as we take to the streets in protest, let's harness the power of real stories. Collect and share stories that connect with people's everyday lives – stories from your neighbors, community leaders, and fellow protesters. Ask them to share how the Trump administration's agenda is affecting their families, their livelihoods, and their well-being. Use your iPhone to record these stories (with permission, of course!), capturing raw human emotions that will resonate with others.
By sharing personal stories, we can humanize the issues plaguing our communities across Indiana and the country. This approach makes the message more relatable, more tangible, and more impactful. The stories themselves are the message – stories of job losses, cuts to healthcare, research, education, addiction programs, school lunch programs, and the struggles faced by our farmers. By sharing these stories, we can build a genuine connection with those who will view them, and create a sense of urgency around the need for change.
Branding is Evergreen
Branding is an evergreen effort – it's not just about election season; it's a 365-day-a-year endeavor. As Democrats, we have a unique opportunity to showcase our values and demonstrate that we're fighting for the people, every day. By sharing stories of how Democrats are showing up each week and advocating for the people, we can build consistency in our messaging and reinforce what our party stands for.
Every story recorded and shared contributes to the Democratic brand, helping voters remember who we are and what we fight for. This isn't just about winning elections; it's about building trust and credibility with the general voter population. By consistently sharing stories of Democrats in action, we can create a narrative that resonates with voters and sets us apart from the MAGA GOP Party.
➡️ Branding vs Marketing - recap from last issue.
Communicating Values Over Policies
Driving this one home 🙂
The importance of communicating our values over policies is more important than ever. Many voters share our values but hesitate to vote Democratic because they've been misled by the MAGA GOP's divisive rhetoric, which 'others' marginalized communities. Moreover, the myth that Republicans are better for the economy has been drilled into their heads – a narrative that's simply not true - did not help democrats during the 2024 election.
We need to shift the focus from policy jargon to relatable values that benefit everyday people. This is what's been missing from our messaging. By using storytelling to communicate our values, we can change perceptions and show voters that Democrats are the party of compassion, equality, and opportunity for all Americans. It's time to reclaim the narrative and make it clear that our values align with the values of the American people.
The Importance of Repetition
In marketing, it takes multiple touches for a message to stick – eight, ten, or even twelve interactions before a sale is made. In politics, the number may be even higher. This highlights the need for persistent and consistent messaging and storytelling, especially in this moment. Don't be afraid to repeat key messages and amplify what's happening in your community. This helps solidify the Democratic brand in voters' minds: We fight for the people.
Quick Takeaways
✅ Storytelling is a tool we can lean into this weekend!!
✅ Branding should be a continuous effort, not just during elections.
✅ Communicate values & impact not policies.
✅ Repetition is key to making messages stick. Share across multiple social media channels - and multiple times!
✅ Engage with diverse voters - everyone’s experience will be different and unique.
📰 IN THE NEWS:
🔗 Hands Off Protest Schedule
