Mastering the Conversation: A Guide to Biden–Trump Contrast Messaging
EDITOR’S NOTE: We thank Kenneth Quinnell of the AFL-CIO in Washington for sending us this. e
Overall Guidance
Issues first—This early in the election cycle, coming in hot with electoral messaging is more likely to lead to the conversation shutting down. The primary goal is to have a conversation—identify issues of concern for the union member and connect around union values.
Get them talking—Open-ended questions like, “What are the biggest concerns for you and your family this year?” and “What are the issues you spend the most time thinking about that relate to your family’s future?” are more likely to elicit conversation. Good organizing is more about listening than it is talking. We want members to share their concerns and aspirations so we can connect our values to theirs.
The art of the pivot—When the opening presents itself, we want to pivot to what’s at stake this election year. “Yeah, I hear you. I’m really concerned about [ISSUE X] too. That’s why I’m going to vote in this year’s election(s). The election is really important to the future of our union.”
Move to contrast—Once we identify shared values and connect those values to the election and our union, we may have the opportunity to contrast the presidential candidates and identify support or opposition to President Biden. For example: “My retirement is a big issue for me and my family. Biden signed a law that protected our union pensions. Trump and his supporters are saying we should work until we die. That’s the difference for me.”
Sample Script
Hi, I’m [NAME] from the union. We’re out here today talking to other union members about some of the big issues for us this election year. Do you have a minute to chat?
What’s the biggest concern for you and your family this year? Is there an issue or two that’s really weighing on your mind this election year?
PROMPT ON ISSUES
Our union is really looking at how some of the big issues for union members could be affected. Here are some things we’re concerned about:
1. Education
2. Pension/Retirement Security
3. Health Care Costs
4. Job Security
5. Inflation
6. Workplace Safety
7. Wages/Income
8. Immigration
9. State Specific Issue
10. Other__________
What’s most important to you?
IF MEMBER IS ENGAGED, PIVOT TO BIDEN–TRUMP CONTRAST
Topline Messaging on Contrast
- Our union has been doing the research, and there’s a very big difference between Joe Biden and Donald Trump on some of the issues most important to us.
- President Biden is focused on bringing manufacturing jobs home to the U.S., creating more union jobs, raising wages, and making big corporations and the wealthy pay their fair share. In the past three years, we’ve created nearly 15 million jobs with record low unemployment. And there’s a lot more to be done. I was really happy to hear Biden is going after the big corporations that keep raising our prices just so they can make even more profit.
- Trump is aligned with the CEOs and Wall Street bankers who want to keep raising prices and reducing our wages. He and his politician friends are also talking about cutting Social Security and Medicare, taking funding away from our schools, stripping away health care, and passing laws that make it harder to join a union. That’s really concerning to me.
Talking Points by Issue
Education—President Biden is raising teacher pay, canceling student debt and putting more funding into our neighborhood schools. I’m worried that Donald Trump is more concerned with banning books than he is with giving our kids and teachers the support they deserve.
Pension/retirement security—Biden saved our union pensions. When we needed him most, he signed a law to make sure union members can rely on the pension we were promised. Trump wants us to work until we die. I don’t know about you, but I’m tired of CEOs cutting our retirement just so they can get golden parachutes themselves.
Health care costs—Affordable health care is one of the most important things to my family. Biden is cutting costs on insulin and other prescription drugs while making sure union health care is protected. He’s also planning to reduce the number of Americans who are uninsured so that no one has to choose between lifesaving care and rent or groceries. Trump and some of his politician friends keep talking about cutting health care, which would cancel many Americans’ health insurance. That’s the last thing we should do.
Job security—Our union protects our jobs. That security is more important than just about anything else. Biden has been the most pro-union president we’ve had in generations. He was the first president to stand on a picket line. He knows a union is the key to job security. I worry about Trump. He’s a CEO who has attacked unions for decades. There’s even talk that he might try to eliminate unions altogether. That really frightens me.
Inflation—High prices have really hurt my family. I’m sick and tired of corporate CEOs price-gouging us just because they can. That’s why I was really glad to see Biden go after the CEOs and promise to hold them accountable for jacking up prices. He’s actually working to lower prices, get rid of junk fees, reduce prices at the pump and increase our wages so we’ll have more money in our pockets. Trump’s just going to give the CEOs a pass. He hasn’t issued any plans to reduce costs on working people—just more talk about tax giveaways to the wealthy and big corporations. I don’t understand how we’re ever going to lower costs on rent, groceries and gas if we keep allowing CEOs like Trump to do whatever they want.
Workplace safety—Biden’s administration has really been focused on making workplaces like ours safer. Biden’s funding more inspections, protecting workers from harmful substances like asbestos and holding companies that break the law accountable. Trump wants to cut funding to the agencies that inspect workplaces for safety violations. That’s just like giving the CEOs a free pass to break the law and injure more workers. We need someone in the White House who understands that no one should ever go to work not knowing if they’ll make it home at the end of their shift.
Wages—Our union jobs give us a good wage, and I appreciate Biden always having our union’s back. Biden promised he’d be the most pro-union president of all time. So far, he’s delivering, especially on wages. Some 900,000 union members got double-digit pay increases last year. During his presidency, wages have increased across the board. But a lot more needs to be done. The question is, who’s going to do it? Biden wants to raise the minimum wage and put more money in all our pockets. Trump says that workers make too much money already. He actually said, “Wages are too high.” I don’t know about you, but my wage needs to go up, not down.
Immigration—Congress needs to do its job and pass real immigration reform. We’ve been saying that for years. And I’m tired of politicians trying to divide us on this issue. We all know that it’s much more likely that a billionaire is coming for our job than an immigrant. But the real issue is, “What are we doing to create more good union jobs in America?” Biden’s bringing jobs home from overseas. We’re modernizing and building infrastructure in our country again. Trump never got any of those things done. He made a lot of promises and never delivered for workers. [PIVOT TO:] What do you think the jobs agenda for the next four years should be?