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Giving you the tools to lead and influence in the policy arena.
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The hardest part of storytelling is knowing where to begin.Most people start with way too much setup… or none at all.Use one simple formula to fix it:“So…” + Specific Time + Person + Action + Place + Goal/TensionWhy it works: your listener instantly knows what’s happening and why it matters.A good opening line buys you attention for the next 90 seconds.Keep stories tight: 90–120 seconds is enough to land a point.Script your first line, test it, tweak it, and use it everywhere.Download the one...
Summary Over the last 25 years, American politics has swung back and forth like a pendulum—every “permanent majority” has proven temporary. From Bush’s “thumpin’” in 2006 to Trump’s return in 2024, one truth stands out: no single win defines the next one. This episode is a reminder to focus on what we can control. Key Points 2000: Florida recount and a divided nation.2004: Talk of a “permanent Republican majority.”2006–2008: Democrats surge back under Bush and Obama.2010–2024: Power ping-pong...
Twenty days before the 1980 election, Reagan’s team debated one question: should he face Carter again?A memo warned his biggest hurdle was proving he was competent, compassionate, and not dangerous.In the final debate, Reagan asked, “Are you better off than you were four years ago?”That single question swung the race and gave voters permission to change their minds.The best closing messages do three things:Decide the emotion you want voters to feel.Make it safe for them to change their mind.P...
Even the best speakers lose people after 90 seconds.To keep attention high, use attention spikes—moments that re-engage your audience.Think of attention like a power line: if you go too long between interesting moments, it sags.Add “power poles” every 6–10 minutes to lift energy and reset focus.Five ways to create attention spikes:Tell a Story – Short, 30–90 seconds, to reinforce a key point.Ask a Question – Get people thinking or responding.Play a Short Video – A quick clip can reset energy ...
In June 1984, Hal Riney sat at a bar and began to write. Over the course of a few hours, he drafted the scripts for what would become the most iconic ads of Ronald Reagan’s reelection campaign. One of them was Morning in America. The ad came out at a precarious moment. Over the past four years, the U.S. economy had started to recover from a deep recession and over 18% interest rates. But it wasn’t yet roaring. The challenge was how to tell that story, how to show progress without drowning peo...
In this episode, we revisit the power of the one-pager as a persuasion tool. No matter how much things change, the person with a piece of paper usually wins. We walk through the core elements of an effective one-pager: Start with the bottom line. Write one sentence to summarize and one to state the action you want.Define the problem from your audience’s perspective.Lay out your solution using the 3-2-1 approach: three steps, two contrasts, or one big thing.Add data with two or three points th...
The Mini Golf Story: Garnet Carter created first Tom Thumb Golf course as temporary solution for delayed full golf courseAdded obstacles: logs, rocks, things to shoot aroundMore popular than full-size course when it openedFranchised thousands of courses across the countrySuccess: simple, affordable, easy to replicateWhy Mini Golf Worked: Took something big and intimidating (golf) and made it bite-sized and funBroadened the audience significantlyThe Mini Golf Treatment for Email Newsletters: K...
The Rock City Story: 1936: Garnet Carter needed to advertise his tourist attraction on Lookout MountainDuring the Depression, couldn't afford traditional advertisingHired painter Clark Byer to paint "See Rock City" on 900 barns across 19 statesOffered free barn painting in exchange for advertising spaceWin-win: farmers got painted barns, tickets, and branded itemsRock City stayed packed for 30+ yearsModern Examples: Buc-ee's billboards: "537 miles," "325 miles," "Next exit"Messages repeat unt...
"Being Popular Doesn't Balance the Budget": The Challenge: Governor Josh Shapiro positions himself as moderate but governs as liberalMost popular politician in PA due to political talent and millions spent on public personaVoters don't like his policies, especially the budgetLargest proposed budget in PA history: over $50 billion with $5 billion deficit The Three-Step Approach: Help voters "not be wrong" by giving them a path to feel right again 1. Respect Their Thinking Acknowledge why the...
Historical Context: 1965: Darrell Huff testified before U.S. Senate about misleading statisticsAuthor of "How to Lie with Statistics" - best-selling statistics book everSecret: Tobacco industry paid him to discredit smoking-cancer studiesWas working on unpublished book: "How to Lie with Smoking Statistics"Three Quick Tests to Spot Misleading Stats: 1. The Zoom Test Ask: How different would this number look if I zoomed in or out?Consider different time frames, geography, or demographicsWould t...
The Scale of Growth:Pennsylvania's population: grown only 10% in 50 yearsState government budget: increased over 40% in just 5 yearsGovernor Shapiro's budget: crosses $50 billion mark for first time in historyThe Challenge:Big budget numbers are hard for voters to understandFew people grasp the difference between millions and billionsNeed to make numbers relatable and memorableThree Techniques to Persuade with Numbers: 1. Add a Translation SentenceTreat unfamiliar numbers like a foreign lang...
9 Insights from the Latest PA Polling: Governor Shapiro's Standing: 58% favorable, 24% unfavorable rating personallyBut voters don't like his budget9 Key Poll Insights: 1. Cautious Optimism About PA's Direction 47% say state is on right track39% say wrong track2. Don't Touch the Rainy-Day Fund 66% call it fiscally irresponsible to drain fund for budget balancingOnly 22% think raiding the fund is good idea3. Stop Spending More Than You Take In 71% oppose approving budget without sustainable fu...
Historical Context: 1996: President Bill Clinton signed welfare reform despite internal oppositionSigned due to political reality that the public wanted reformCurrent Poll Results (Communication Concepts, May 31-June 3, 2025): Over 620 Pennsylvanians surveyedStrong support for welfare reform measuresKey Poll Numbers: Put in the Work: 78% support welfare work requirements for able-bodied adultsOnly 17% disagreeClock Is Ticking: 64% support restoring time limits on cash assistance26% opposeMore...
The Peter Marsh Story - British Rail (1977): Ad executive faced challenge of marketing failing British Rail systemTrains didn't run on time, ridership falling, public hated experienceMarsh staged a powerful demonstration for British Rail executivesCreated filthy lobby experience to show them what customers feltWon the account by making them experience the problem firsthandLed to "Age of the Train" campaign and actual service improvementsKey Lesson: No ad campaign can fix a broken productTo fi...
The Power of the Second Story: Jimmy Breslin's famous 1963 article about Clifton Pollard, the man who dug President Kennedy's graveBreslin focused on a different perspective instead of covering the main storyThis approach creates more memorable, impactful piecesExamples of Second Stories for Memorial Day: The Last Local SoldierStory of Lance Cpl. Steven A. Rickerson, last Warren County soldier killed in Vietnam18 years old, killed by hostile fire in September 1969Link to storyA Mother's Uncer...
School Choice Messaging: One Statistic, One Story, One Solution Tailoring School Choice Messages to Different Regions: Key Statistic: Pennsylvania spends nearly $22,000 per student (top 10 nationally)Despite high spending, test scores continue to declineRegional Messaging Approaches: Suburban Areas:Emphasize that students are uniqueOne-size-fits-all system doesn't work for every familyHighlight families choosing alternatives when the system doesn't fitFocus on: giving options to find what wor...
The Hand Framework for Persuasive Speeches: Thumb - The GoalWhat you want your audience to dd, and why they aren't doing it already?Shapes every part of your talkIndex Finger - The HookStart strong to grab attentionOptions:Personal story (builds trust)Problem story (sets up challenge)Curiosity story (opens a loop)One surprising statisticOne thought-provoking questionMiddle Finger - The HoldDeliver core content with clear structureUse 3, 2, or 1:Three steps for teaching a processTwo points for...
Applying "One Statistic, One Story, One Solution" to Education Reform: One Strong Statistic: $22,000 in funding per student in PennsylvaniaSupporting number: Nearly $7 billion in school district reservesOne Compelling Story: Pennsylvania's education system story arc:More funding, more teachers, more programsYet outcomes keep getting worseEnrollment down, spending upTest scores declining despite investmentsReframes the narrative: "You weren't wrong to want to fund schools, but it's time to try...
The 10 Call Rule: How 1 Hour a Week Transforms Fundraising Zig Ziglar's principle: "You don't have to be great to start, but you have to start to be great"Persistence matters more than perfection in fundraisingProblems with delaying fundraising until election years:Skills get rustyMissed opportunities to build a war chestThe 10 Call Rule: Block one hour each week specifically for fundraisingCommit to making 10 phone calls during that hourImplementation Strategy: Start with previous donorsUpda...
The Noun Exercise - Finding the Right Story: Challenge: Identifying compelling stories that illustrate policy impactsSolution: Use the "Noun Exercise" from Kindra Hall's book "Stories That Stick"Three-Step Process: Identify the PeopleList individuals affected by the policy (e.g., fracking workers, small business owners)Look for specific individuals who come to mindIdentify the PlacesConsider locations impacted (e.g., diners near gas sites, small town main streets)Specific places often trigger...
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