Five Keys to Persuasive Online Advocacy

Many conservative politicos are eager to emulate the Left’s organizational success online.  One such strategist we respect frequently talks about “community organizing” online and has developed considerable expertise in implementing the Left’s playbook . 

We, too, have noticed the funding and manpower of groups like Organize for America and MoveOn.org and the zealous dedication of the Left’s many standout bloggers like DailyKos and Wonkette.  But, the more we monitor the growing conservative counter-revolution on-line, the more we think that the independent-Right should be focused not only on studying their adversaries’ strengths, but also on how to avoid their frequent mistakes.  Here are five places to start:

1.  Shy away from language that unnecessarily distinguishes you from those you are trying to persuade or that will create excessive resistance in them.  From Digg to YouTube, we’ve heard our most reasonable compatriots greeted as “wingnuts” or more recently “teabaggers.”  Recently on MSNBC, Janeane Garofalo announced that everyone who attended a tea party was a “racist” or “white power” advocate.  Beginning the conversation with the assertion that the other side is crazy, perverted, or racist is not a good way to persuade.  A better approach is to appeal to whatever dignity you can find in the individuals in question.  Leave the names and categories at the door and proceed with your good faith belief that they can understand the merits of liberty.  After all, Ronald Reagan was once a Democrat and Whittaker Chambers was once a Communist.

2.  Present your ideas as interesting rather than dogmatic.  Talking points and stock opinions are a dime a dozen online (and offline).  This is where we’re turned off by the legions of Obama supporters who are comfortable dedicating their time to reciting a handful of nearly identical arguments unofficially approved by the Daily Kos team no matter how unpersuasive these lines may be to the uninitiated.  It’s like asking someone for directions and getting the same answer no matter what destination you are seeking.  The Obamabots sacrifice their dignity when they substitute Kos’ mind for their own and that is not a move anyone should look to emulate.

3.  Appeal to shared values.  If you learn that you are communicating with a person or group of people who value equality more than freedom, but still value freedom, don’t forget to show them how a free market or traditionalist approach offers superior results in terms of both freedom and equality.  In most online channels of communication, you will not be granted the time to have much of a conversation about anything, but if you find yourself afforded the opportunity to get a little more in-depth on an inter-personal level, don’t be afraid to ask people questions in order to determine what they really believe at their core.  Sadly, you may have to issue a friendly challenge not to speak in soundbites or talking points in order to truly get Obamabots to communicate their core values.  When you do, understand that you are not going to change someone’s core belief in the value of things like “fairness,” “equality,” or “helping people,” but if you can show that we also respect and value those things and can establish that our approach is a better and more practical way of achieving those core values, you have done just about all you can to persuade.  

4.  Honor and respect their language if it doesn’t contradict your principles.  The organized-Left simply will not tolerate ideas expressed in religious or traditional terms and we’ve seen friends berated more than once for being “backwards” or “talking like a hick” online.  Note to the Obamabots and lefty snobs, you develop rapport with someone by speaking their language, not by trying to force them to learn a new one. 

5.  Do not expect anyone to compromise their beliefs unless they’ve really changed their mind.  It’s more respectful and honorable to agree to disagree than it is to blow-up and start calling people “wingnuts” or assuming that the only way to make peace with the irrational is to give in.  In the war for the hearts and minds of Americans, it is sometimes the incidental premises that matter most.  We should not give ground easily on these matters, but we can learn to hold our ground with honor rather than anger.

There can be little doubt that the Obamabots are legion, but we’re convinced that heading into the next election cycle,  the independent-Right can show the organized-Left that when it comes to online advocacy, quality can one-up quantity.