Training: 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

The old ways of messaging have not worked. It’s time to fix our messaging problem. This in-person training will get you out of defense mode, prepare you to create effective messages and to talk to voters with confidence.

Sunday October 5, 1PM
The Curious Crow Game Room
9157 S Highway Dr, Lexington, MN 55014

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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 counterintuitive 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

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.

Political Jujitsu

Learn how to take control of the narrative and fend off messages from our opposition.

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.

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 in Minnesota and around the U.S. He did his graduate work in experimental psychology around language and learning theory, where he