Understanding Your Audience: The difference between Conservatives and Liberals - JVA Campaigns
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INSIGHTS

Understanding Your Audience: The difference between Conservatives and Liberals

Understanding how voters think and receive messages is the first step to winning moderate and conservative-minded voters. To win the vote, you need to meet the voter at their value system.

Conservative Mindset – Strict Father Figure Model

  • Moral hierarchyIn-group nurturance
  • Personal responsibility
  • Activated by fear
  • Embrace loyalty/authority

Progressive Mindset – Nurturing Parent Model

  • Nurturance
  • Government protection
  • Fairness/Equality
  • Empathy

Moderate Working-Class Voters

  • Pride in culture, background, and community
  • Respect for tradition
  • Belief in personal responsibility, character, and hard work
  • Respect for law and law enforcement
  • Love of freedom
  • May dislike forced interference [gov’t, media, social media]
  • May feel superior
  • Often resentful toward elites
  • Often begrudge political correctness

How We Win Moderate/Conservative Voters

  • Values matter more than issues
  • Focus on loyalty, community, and freedom
  • Create empathy locally – avoid nationalizing your race at all costs
  • Don’t attack views/opinions – listen and relate
  • Frame issues using metaphors, images, and emotion
  • Be present – at events, through handwritten letters, social media, etc.