Scoring the communications of Democrats and the president

There is some hope

I was hoping that the Democrats would have understood by now the need to have a clear, concise message about why to vote for Democrats.  The record is mixed.  A saving grace is that the president's messaging, exacerbated by his lack of discipline, is completely chaotic.

In addition to talking and listening  to people  I am researching  how the Democratic parties in OHIO, PENNSYLVANIA, MICHIGAN and WISCONSIN are forming and communicating  their message .

I am most disappointed with the Democratic party in Ohio.  I am from Ohio and have actually interviewed David Pepper, the Ohio Democratic party chairman.  Nowhere on the Ohio Democratic Party (ODP) website, especially not on the home page, is there a headline of purpose.  The closest they get is to state:  "Stand up for all Americans.  Join Ohio Democrats".  What does that mean, and is it supposed to motivate anybody to do anything?

The ODP website discusses redistricting reform - gerrymandering is a huge problem in the Buckeye state.  This effort is called "Resistance Summer", and is a fine, worthy, and needed thing to do.  It is not, however, a call and a reason to vote for Democrats in Ohio.

The Ohio website includes details about the 1618 PLAN, which is designed to help Democrats run for office in 2018.  Buried in a paragraph about this plan is a sentence about how the Ohio Democratic Party needs to improve its messaging about why it is important to be a Democrat.  So true!  PUT THAT MESSAGE FRONT AND CENTER ON YOUR HOMEPAGE!

The websites for the Michigan and Pennsylvania Democratic parties have a better, more clearly communicated message than does Ohio's.  They aren't great, though.  

Michigan's website has a statement  that reads "Our focus is on putting Michigan issues first, fighting for families, seniors, students and veterans...".  A good message - they still need a compelling headline.

At least Pennsylvania has a headline on its website's homepage:  "Continue the fight for what's right".

It is a headline, it is an active statement.  It doesn't however, "paint a picture", as marketing wordsmiths would say,  about what is "right", and why that matters to the ordinary voter.

Wisconsin is the clear winner.  Their headline reads "Fighting for Fairness and Opportunity", and it    achieves a few strategic goals.  First, it appeals to the average voter.  Everybody has a sense of what fairness and opportunity means to them.  Second, it is what I hear when I listen to people talk  about whether they think America is headed in the right direction.  Third, it can cover a lot of topics, from healthcare to tax reform to school funding.

It has the visceral impact of the odious "make America great again" without the  awful  dog whistles.  I hope that more state Democratic parties do what Wisconsin has done - devise a clear and compelling message, and communicate it forcefully.