The Science of Messaging

“Not just the best message training we’ve had, but the best training we’ve ever had.”

—Shasti Conrad, Chair, Washington State Democratic Party

This two part online video training will get you out of defense mode and prepare you to create effective messages, dominate the public debate, and talk to voters with confidence.

PURCHASE LINK AT THE BOTTOM OF THIS PAGE

YOU WILL GET LINKS IN THE FILE YOU”LL DOWNLOAD AFTER PURCHASE

Part 1: How Messaging Works

The Science of Language

We help you understand why the public debate doesn’t follow the rules of logic and what rules it actually does adhere to, based on fascinating and counter-intuitive truths about how language impacts the brain at the neural network level. Once you understand the science, you will see the public debate in a whole new light.

The Art of Public Debate Warfare

How do we navigate the public debate to get our messages into the brains of the public? We will introduce you to a set of tools you can use to break down the public debate, stop making self-defeating mistakes, establish and defend our position, and convert attacks to opportunities. In short: how to get our hands on the wheel and drive the public debate back into Democratic territory.

Part 2: What To Say and How To Say It

Verbalizing Our Values

For forty years, the conservative belief system has dominated our public debate. To take it back, we need to understand how to effectively champion our own values and beliefs. In this section, we break down our core values, our beliefs about government and the economy, and how they contrast with Republican values and beliefs.

Takeaway: Top Talking Points

Finally, we tell you what to say to persuade and motivate voters to see the leading issues from a Democratic perspective and vote for our candidates. We give you talking points and key phrases, along with the underlying strategies that explain why this messaging is effective in the field.

The Trainers

Antonia Scatton and George F. Greene are experts in cognitive science based messaging and framing. Both have a long history of working with state and local Democratic Party committees as well as activist and social justice organizations. Dr. George Lakoff remains an advisor to their work.

Antonia has more than 25 years of experience in Democratic campaigns and Party operations. She has advised and trained party leaders, professionals and activists from the National Treasury Employees Union to the state Democratic committees of Arizona, Florida and Virginia. She studied cognitive linguistics with progressive messaging guru George Lakoff and is the author of the Reframing America newsletter on Substack.com.

George is the founder of the Connections Lab and has trained thousands of Democrats in the practice of framing and messaging in Minnesota and around the country. He did his graduate work in experimental psychology around language and learning theory, where he taught sign language to chimpanzees. His career was in pioneering multimedia production and in broadcast production systems. George has been active in Minnesota’s Democratic-Farmer-Labor Party and has served on its State Central and Executive Committees.