"Being Popular Doesn't Balance the Budget":

The Challenge:

• Governor Josh Shapiro positions himself as moderate but governs as liberal
• Most popular politician in PA due to political talent and millions spent on public persona
• Voters don't like his policies, especially the budget
• Largest proposed budget in PA history: over $50 billion with $5 billion deficit

The Three-Step Approach: Help voters "not be wrong" by giving them a path to feel right again

1. Respect Their Thinking

Acknowledge why they supported the politician

• Example: "A lot of Pennsylvanians voted for Shapiro because he pretended he was a moderate."

2. Highlight What's Changed

• Show how actions don't match campaign promises
• Example: "He said he supported school choice, tax cuts, and pro-business policies. But that's not how he's governed."

3. Show How They Can Be Right Again

Make it easy to update their view

• Example: "Voters trusted Shapiro to lead as a business-minded moderate and he let them down."

Key Message:

Being likable doesn't equal leadership
"Being a nice guy doesn't balance the budget"
Eventually, voters question ability to get the job done

Bottom Line: Don't try to prove voters wrong - help them stay right by respecting their thinking, highlighting changes, and showing them a path forward.

For more tips on messaging around popular politicians with unpopular policies, refer to the accompanying one-page PDF.

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