Repetition, Repetition… It’s How We Win

Written by Ben Meiselas

Have you heard of the KISS principle? It stands for “keep it simple, stupid.” Democrats need to learn to KISS. Detailed policy positions are great, but if people don’t understand you or relate to you, your policy positions are worthless. Democrats need to stick with simple messages and then repeat, repeat, repeat.

It may feel awkward saying the same thing over and over, day after day, but research shows how effective it is. Don’t try to be cute or creative. Stick with the same message, the same words, no matter what.

The most important thing Democrats need to repeat is that they actually care about the people they fight for—unlike Republicans. Democrats often assume that because their policies—whether related to infrastructure, health care, unions, education, etc.—help people, those people will automatically feel that Democrats are on their side. That’s not how it works. We saw that in this election.

So, the most obvious thing Democrats need to do—and repeat, repeat, repeat—is tell people: “We care about you. We hear your concerns. We feel your pain. We are fighting for you.” Look people in the eye and say it. Over and over. Let them know you care.

Then let them know this: “Republicans are trying to hurt you. They only care about their Mar-a-Lago millionaire and billionaire friends. They hate you. Republicans hate you. Republicans think you are scum. Republicans treat you like crap.” It’s true. So repeat it. Over and over. We care. They hate you. We fight for you. They scam you. Over and over and over.

There is much more messaging I will discuss in future Substack posts, but I don’t want this most important message to get muddled. Literally say:

“We care about you. They don’t care about you. We care about you. They don’t care about you. We will be here for you. They will throw you under the bus and laugh at you. We respect you. They despise you. We care about you. We will fight for you. We hear your pain. We are listening. We are here for you. We are working for you. They are working against you.”

Over and over and over. Repeat, repeat, repeat.

Start with that.