2024 Playbook: What We Learned About Persuading Voters
The outcome of the 2024 election was a profound disappointment, and its effects are deeply felt across the country and world. However, it's crucial that we leverage the hard-won learnings from that cycle. Through extensive ad testing conducted throughout the campaign, we gained critical data that will be essential for future efforts.
The message from our tests is clear: focus on clarity, credibility, and what we stand for.
IF THEY DON’T UNDSTAND, THEY WON’T BE PERSUADED.
This is perhaps the biggest lesson from our ad tests: comprehension is king. If voters don't understand your ad, our testing consistently showed it won't persuade them. Think of it this way: if they can't explain what your ad was about, our data indicated it was a waste of time and money.
Ditch the Jargon and Complex Sentences
Our ad testing consistently found that ads written at a lower reading level performed better. This means using simple words and straightforward sentences. Avoid inside baseball or overly academic language. Your goal is to be understood by everyone, not just political insiders.
Captions Aren't Optional, They're Essential
Many voters don't have audio on when they're watching ads. Our tests showed that large, easy-to-read captions made a significant difference in how persuasive our ads were. And while not as impactful as full captions, "impact text" (those big, bold words that flash on screen) can also help reinforce your message.
Specificity Breeds Belief.
Voters are savvy. They can spot fluff. To build trust and make your ads believable, our testing confirmed you need to be specific with your "proof points."
Cite the Receipts
When our tested ads talked about specific votes or actions, voters were much more likely to believe what was being said. This makes your arguments more concrete and harder to dismiss.
Credibility Counts
While not as crucial as comprehension, credibility is still vital. It explains why some ads resonated and others didn't in our experiments. Be honest, be direct, and back up your claims.
Talk About Us, Not Them.
This is a big one for our side, clearly demonstrated by our ad performance data. In 2024, focusing on what we are doing and what we believe was far more effective than tearing down the opposition.
Our Message, Our Impact
Messages about our own values, plans, and accomplishments consistently led to positive shifts in voter opinion in our ad tests.
Opponent Attacks Fall Flat (or Worse)
Conversely, messages focused on our opponents either had no effect or, in some cases, created a backlash in our testing. Voters want to know what you're for, not just what you're against.
Two Issues Dominated: Medicare/Social Security & Drug Price Caps
When it came to specific policy issues, our ad testing revealed two stood head and shoulders above the rest in terms of effectiveness:
Protecting Medicare and Social Security
These bedrock programs resonate deeply with a broad swath of voters. Ads that highlighted their commitment to these programs saw significant positive results.
Drug Price Caps: A Powerful New Message
This issue was a clear winner in our tests. Critically, for the vast majority of voters, capping drug prices was new information. This highlights the power of introducing compelling, fresh ideas that directly benefit people.
WHAT THIS Looks Like
The 2024 election was undeniably tough, and we’re living through consequences of this loss on a day to day basis.
But, the insights we gained from rigorously testing ads during the cycle are invaluable. While these findings represent what worked in 2024, the world of political communication is rapidly evolving.
There's no guarantee that what resonated then will work in 2026 or beyond. The key, as always, is to keep testing, keep learning, and keep adapting.
