Q = A + 1

13 July 2010

But to ensure that reform is implemented successfully, we do need to capture and keep the support  persuadable voters. We can't let radicals define the debate or allow us to loose sight of our audience.

While the extreme attacks ('you're going to kill my grandmother') need a forceful response, we can't win if we don't simultaneously respond to the persuadables' legitimate concerns regarding the law.

Therefore, we suggest using the Q = A + 1 communications strategy. (Q: question; A: answer [in one sentence, then question the motives of the speaker]; +1: the points you really want to make). See an example below.

Q: "I hear that the health reform law will encourage doctors to promote euthanasia."

A: Answer the attack in one clear statement: "This is just not true—what the health reform bill actually states is that patients can choose to have a living will if they want one." Then immediately move to discredit the attacker in one clear statement: "The organization/individual making this case is just not being straight with you and is furthering his/her own political agenda."

1: Immediately pivot the discussion as follows: "What I'm here to talk about is what the proposed legislation really states and what it really provides you and your family." This transitional phrase allows you to move the conversation in a direction that addresses the value of reform and what's in it for Middle America.