How Arguments Are Framed Can Be Key To Winning

Vote No on New Taxes! Vote No to ‘Nanny’ Government!

These are simple messages that can ring very loud and clear with many people. It doesn’t get much simpler than ‘No.’  Hell, we even teach the word to our pets.

So when a library was going to need to close if a local tax couldn’t be raised, the library supporters had a simple response for their cash strapped campaign to get out the YES vote - they planned a book burning party.  That’s right – a book burning party.  Plus they posted signs saying, “Vote to Close the Library,” set up a book burning Facebook page, Tweets, handed out fliers and more, all to get people to vote to close the library. 

I don’t know about you, but when I think of burning books, I think of Nazi Germany. It’s not a pretty picture or anything I want to be a part of.

Watch the video.

Their goal was a simple one - change the issue from one of taxes to one of closing a library. And it worked.

People in the soda industry have used this same tactic very effectively.  They turn the soda issue from being about childhood obesity and health to one of unfair taxes on the poor (like they need to drink sodas in the first place), nanny government and freedom of choice. Unfortunately, explaining the complexities of how sugary drinks are linked to obesity and health is much harder to get across to Joe Six-pack than taxes and freedom of choice.

Framing the issue is a major part of controlling the issue.  If Americans are to take charge and get their current high levels of sugary drink consumption under control (and along with it obesity rates and health), then the issue needs to be framed in simple terms  - just like burning books.

Ken