ARTICLE 
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.