Why John Fetterman is So Good at Messaging

[applegrove]

Why John Fetterman is So Good at Messaging

August 5, 2022 at 1:00 pm EDT By Taegan Goddard 223 Comments

https://politicalwire.com/2022/08/05/why-john-fetterman-is-so-good-at-messaging/

"SNIP.......

Dan Pfeiffer: “Modern politics is a battle for attention. Therefore, campaigns need to communicate 24-7 and aim to dominate the political conversation.”

“The Fetterman Campaign is always on offense. They are constantly putting out content that amplifies their message and puts Dr. Oz on the defensive. They never let up. Every day brings more videos, ads, and social media posts hammering Oz and amplifying the positive Fetterman message. When political news breaks, the campaign treats it as an opportunity to communicate on his terms.”

......SNIP"

[Walleye]

1. It's great he's making Oz look like a chump and weak

Or as Stevie Van Zandt says, something like, “come on man we don’t want to see embarrass yourself”

[TheBlackAdder]

48. Give Oz a break. He's just learning about Lancaster County and Indian Echo Caverns.

.

Who knows, he might even stop by Hershey Park and take the factory tour.


On his way there, from his King George mansion in NJ, he might even take in Crystal Cave as it's en route.

.

[msongs]

2. other dems could profit from this sort of messaging. they should try it nt

[Scrivener7]

8. With the added element of an analysis of the psychology of the middle

tranch of voters in that specific constituency. In PA, their psychology demanded that he present himself as "the real guy in the clothes just like yours" and OZ as the "rich carpetbagger that doesn't understand a THING about us rust belt guys."

He doesn't have to sacrifice a single progressive stance because he is appealing to their specific psychology.

[malthaussen]

37. He does project that image of real PA guy.

If he hasn't been photographed with a bottle of Iron City beer in his hand, he should be.

-- Mal

[Scrivener7]

38. I think it's genuine, but I also think he made a conscious decision not to try to

spiff himself up.

[malthaussen]

40. Honestly? I think he looked in the mirror and said...

..."John, no way you can look like one of those prissy pretty-boys, so go with your strengths." Thing is, that blue-collar image will resonate with the Republican base, but the more intellectual Progressives will not be turned off by it, because he is obviously both smart and effective. Although some Dems in the state whine that he isn't moderate enough and doesn't wear thousand dollar suits.

I'm probably prejudiced anyway, I'm Pittsburgh working class by birth, so Fetterman is already my kind of guy.

-- Mal

[SMC22307]

44. Johnstown working class by birth, so Fetterman is already my kinda guy as well. (n/t)

[Scrivener7]

47. Yes. I agree. I think it's his normal style and he understood it would appeal

to that middle strip of voters that he mathematically needs. So he had no reason to consider changing it.

[calimary]

22. Yes they could! Hope they do!

Messaging is EVERYTHING!!!

When I was anchoring, way back when I was still working, I realized something. I could say "Reagan says... " OR "Reagan claims... "

And I realized it
A) passed muster with my eagle-eyed editor who didn't miss much,
B) it WASN'T misleading or factually inaccurate,
C) and it could "fly under the radar," coloring the sentence it started, and casting just a weeeeeee bit of doubt so slightly it wasn't noticeable.
D) and it wasn't in any way yelling out that he was a liar. Sometimes he was, but other times he was just being a salesman like he always had been. With him, I got the sense that it wasn't "how can I fool 'em" but rather "how do I sell this most effectively" because I think he sincerely believed some of this shit would help people. He must have had more slickie-boy salespeople doing the construction. By stark contrast, consider what trump's shtick is. AND his motivation. With him, it always boils down to "how can I fool 'em?" He doesn't care. Just as long as it's something that benefits HIMSELF. If anybody else benefits besides him, well, call that a happy accident.

Frankly, in a technical sense, everything ol' Ronnie said and promised and stated as fact could be written this way and would stand, because so much of nearly everything he said was a claim, and often rather debatable if you really dug into it. It was more accurate to call it a claim rather than a statement. It'd still work, either way. So that's what I did. And I was familiar enough with whatever issue it was that I KNEW the claim was more bullshit and wishful thinking than solid fact.

And that's how I started learning the value and strategy of HOW you word something.

[cilla4progress]

28. But if it's not authentic to the candidate,

it can be ugly and yes, embarrassing!

[Just A Box Of Rain]

3. It also doesn't hurt that Oz is either absent or tone-deaf.

[Indykatie]

4. Fetterman Has the Best Social Media Operation I've Seen This Cycle n/t

[Demsrule86]

6. He is the best I have seen since Obama who knew the power of social media...remember

Obama girl...who was independent of President Obama but was hilarious.

[gratuitous]

13. And while I know nothing about his social media operation

It wouldn't surprise me in the least if it was run by a couple of smart-alec young guys who enjoy combing the internet and creating memes or making snarky comments. Throw in one savvy older person for oversight and to avoid an unforced error, and you've got an effective and (probably) cheap boutique operation in the campaign.

[SMC22307]

45. Mehmet Oz wearing dress shoes in a tractor is a perfect example.

The tweets are hilarious and mocking, but not mean-spirited. SLOP wouldn't allow mean-spirited. The Twitter comments are hilarious, too.

Link to tweet

?s=20&t=IIOUT32m9veCW_Jmv1-PHQ

[Tommymac]

34. SMS too. I get at least one everyday, and they are not all about fundraising.

Sometimes he just chats about his family. Or Giselle sends out some good news about something.

Of coarse the vast majority ARE indeed fundraising texts, but he makes it seem like we really know each other and it does not come across as simply fundraising.

Genius.



#GOTV2022
#VOTEBLUE2022
#VOTEBLUEPA

[uponit7771]

5. K&R, the volume of dem messaging is low even the amplitude is sky high and popular.

[Bettie]

7. Doing it the way he is, skillfully on

social media in a way that grabs attention and it clever is really effective.

[wiggs]

9. ....and he doesn't resort to lies, polarization, hate speech, victimhood, scapegoating. nt

[Cosmocat]

10. Been supporting him since he was a mayor

He is hands down the best campaigner this state has known.

It isn't just the social media, he has done at least 2 or 3 statewide tours with stops at every one of the 67 counties.

Unlike so many other Ds, isn't afraid of his shadow - takes clear progressive positions without any equivocation, and will go right at Rs when they say and do horrible things (that is a full time job in its own).

He was flying pride flags outside the LT Govs office, which drove the Rs in the General Assembly crazy. They did everything they could to make him take them down - he replaced them with BIGGER ones.

[FakeNoose]

23. Yes indeed! and his wife is awesome too

Big John is smart and gutsy, and he'll be great as our new Senator.

I can't wait to see him make mincemeat of those evil Repukes in Washington.

[malthaussen]

39. I SO want the Turtle to have to look up to Big John every single working day.

For all I know, Fetterman is gentle as a lamb, but he'd make a coward like McConnell soil his shorts just being there.

-- Mal

[JohnnyRingo]

11. Rolling Stone did an article about him years ago.

When he first became mayor of Bradford (I think). He' one tough customer, that's for sure. He had the town's zip code tattooed on his forearm to prove his dedication.

[twodogsbarking]

25. Braddock. Just out of Pittsburgh.

Go Johnny Go....

[Demsrule86]

26. The numbers on his arms are the numbers of those who died by homicide in his town...he did

did a great job in Braddock...he reopened steel mills...

[JohnnyRingo]

29. The zip is inked there too

John Fetterman explains his tattoos:

https://www.phillyvoice.com/john-fetterman-tattoos-pennsylvania-braddock-senate-lieutenant-governor/

The tattoos, a series of numbers on each forearm, are representative of Fetterman's commitment to Braddock:

On my left arm I have the zip code 15104. That’s Braddock, Pennsylvania, my home and the community I was honored to serve as mayor for 15 years. My wife Gisele and I are raising our kids here in Braddock, right across the street from Andrew Carnegie’s first steel mill.

On my right arm, I have different dates. These are the dates when people were killed through violence in Braddock while I served as Mayor, starting in 2005. Seven out of nine were gun deaths. I actually have to get one more date added because in June of 2018, there was another tragic loss of life.

[Tommymac]

35. And also tattoos representing the murder victims he could not protect during his time as mayor.

THAT is one amazing man.

[peggysue2]

12. Fetterman and his team excel at social media be it twitter, vids, ads, whatever

Pfeiffer, I believe, is absolutely correct--this continuous messaging and hammering on Oz doesn't allow the opposition to take a breath or come up with an effective attack.

The latest Oz push is to call John Fetterman a 'fake blue-collar populist' because he grew up in a comfortable suburban setting, went to college and received his Masters degree without accumulating debt and that his family subsidized John Fetterman and his family as he served as the mayor of Braddock for a whopping $150 a month.

Problem?

John Fetterman has been transparent about his past, has talked about the life changing event that turned his life aims around (the sudden death of his best friend), and his journey to public service for those who had not won the 'birth lottery.' His family has supported him on this journey with willingness and love.

In contrast, Dr. Oz came from a wealthy family (his father was a surgeon), a profession the good doctor Oz went into as well. The man's a multimillionaire (Fetterman certainly is not) spending his time amassing an even bigger fortune by selling film-flam products to the desperate and gullible.

The question is: who has a legacy of reaching out to people and communities that need a leg up, worked and sweated with these same people and who has spent his time feathering his own nest, working on celebrity status and drinking in the nectar of fame?

The answer is clear. This attack and all the previous ones have been lame because Dr. Oz hasn't the slightest idea what public service really is. He doesn't know and he doesn't care to know. He just wants the job of representing a state he hasn't even lived in.

Go back home, Dr. Oz. You're gonna lose this race!

[NNadir]

14. Fetterman's the real deal. My son just moved from PA, and regrets that he will not get to vote...

...for him.

[Meowmee]

15. Good for him

I hope the election goes the same way. He has given me a few laughs too.

[H2O Man]

16. Recommended.

[Demsrule86]

17. k&R thanks!

[Mr. Evil]

18. To me,

the best aspect of John Fetterman's campaign is simple. He is addressing basic reality. He isn't about anger and fear. He simply tells the truth. We need many more like him in every state.

[applegrove]

20. Yes. He speaks the plain truth.

[MiHale]

19. Yes, yes, yes, etc. to infinity

[Jilly_in_VA]

21. Other Democrats

need to learn from Fetterman. He's that good.

[Demsrule86]

27. If his heath holds (and since I now have A-Fib thanks to Covid and am doing quite well. The

pneumonia is worse! I think he will be fine ), I could see him run for president maybe in 28.

[cilla4progress]

30. Oh no!

Sorry to hear this about your health!

Was it brought on by covid?

[Demsrule86]

31. Yes it was. I had been masking and being careful but went to a wedding in Ithaca New York...

I think that is where I got it. I was vaxed and boosted too. I was sick for two days...had a headache and threw up. Afterward, I felt tired but not sick. eight days after the Covid began, I had a sharp pain in my left side...thought I had gall bladder stones. I was throwing up until I had nothing left in my stomach...and then had dry heaves.

Hubs called our daughter as he can't drive because of his surgery. My daughter left work and insisted on the ER. I am glad I went as I would not be here if I didn't go. I had A-Fib...my pulse was very high, a heart murmur, blood clots in my kidney and stomach. The one in the kidney caused the pain as my blood could not flow into my left kidney and Covid pneumonia. My pressure was so low they had to give me blood pressure meds before they could give my heparin which bust clots. I spent over a week in the hospital and I am told I had a mild heart attack while in the ER. I am much better but it has been a difficult recovery.

[cilla4progress]

33. That's insane!

I'm so sorry!

Glad you are better.

I've never heard of such extreme post-COVID??

[Hortensis]

43. Stay on top of that pneumonia, Dems. You know, of course,

but...be awfully careful with that.

[applegrove]

49. Vibes for a good recovery.

[Demsrule86]

32. I would add that I had no pre-existing conditions... took no meds in fact and had Covid at least

once maybe twice (not sure) before with no further medical issues. I don't know if this is a more deadly form or if it has something to do with my having it before or the luck of the draw...

[Jilly_in_VA]

36. My dad lived with A-fib for well over 30 years

It was controlled with medication until he was near 80 and then he had to get a pacemaker. Not even a pacemaker/defibrillator. He lived to be 91 and died in 2008.

[Hermit-The-Prog]

24. Never give 'em time to forget what Dems are doing and Repugs are damaging.

[treestar]

41. Finally a democrat good

At messaging!

[Qutzupalotl]

42. Dems: When asked any question, SAY WHAT YOU BELIEVE.

We tend to rattle off specific policy proposals as answers. That interests our base, but the Right hears that and thinks, more government is not the solution, so they harden against us.

But if you use any question as a chance to say WHAT YOU BELIEVE, independents and RW voters will a) see you as fearless, bold unafraid—a leader; and b) see you as likable and one of them, because we all want the same things—a fair shot to earn a living, good schools, good opportunities, good healthcare. Articulating these has the added benefit of making your opponent appear to be against those things.

Fetterman excels at this. That and his image are why he is catching on, IMO.

[Pluvious]

46. This is exactly what Hal Malchow has been saying for a year...

(but he couldn’t get money from Dems and PACs to do it)

Bill Clinton knew how to push back (without being abrasive)

Maybe Fetterman’s (hopeful) success will help chart more effective campaigning

Link to tweet