Throughout 2024 I plan on highlighting core grassroots organizations working on the frontlines of the Democratic Party’s messaging revolution.

Now, maybe you think the word “revolution” is too strong, but trust me, moving a party away from approaching voters with wonky policy appeals and achievements to focusing on making sure regular Americans know what the modern GOP has planned for them is no small reform. It requires a revolution of thought based on the cold, hard, realities of the American electorate i lay out in the book.

In my forthcoming book Hit Em’ Where it Hurts: How to Save Democracy By beating Republicans at their Own Game I highlight the other massive problem that hampers Democrats in terms of message distribution.

You can have the greatest messaging in the world but it doesn’t do s**t if no one sees it and folks, as I keep using google trend data to show how little Americans care about news and politics, no one sees it.

This is the fundamental flaw behind the White House’s efforts to lift Bidenomics: paid ads, speeches, and social content will never replace the ability of the right wing echo chamber to propel things, even false things like Joe Biden has dementia, to top-of-mind awareness which is what Democrats would have to accomplish to make voters responsive to Biden’s record.

Yes, message distribution is a tough nut to crack because it requires money, lots and lots of it. Which is why I want to talk to you today about something I call digital direct mail, but what you likely call memes and gifs.

Direct mail is a staple expenditure for competitive campaigns and often voters in swing contests receive plenty of it even if you never do.

In the book I highlight how much better Republicans tend to do with direct mail because they understand the target, the average voter, knows next to nothing about civics, cares even less, and will give the same direct mail your team agonized over for hours about 3 seconds of a glance before it is tossed directly into the recycling bin.

Republicans understand voters and have constructed their direct mail to deliver the main message in just that one glance using very little copy.

A rigorous direct mail campaign, one that targets voters with the multiple contacts research says voters need to actually show up and vote, easily runs l into the tens of thousands. It is expensive to produce and then distribution direct mail through the USPS.

But when you strip down direct mail to its purpose, delivering a message, it is easy to see that the internet creates a massive message distribution advantage if campaigns choose to see it as such.

That is why I’m delighted to introduce you to the Freedom Writer’s Collaborative and one of their dedicated grassroots volunteers, marketing strategist Yvonne Brandon. Yvonne joins me to talk about the ready-to-use messaging toolkits created with the also awesome folks at DemCastUSA where the meme that leads of this post was pulled from.

I hope you will consider using these toolkits, and even more importantly, getting your friends, family, and followers to do the same.

Whether your network is 150 people, or 150, everyone is an influencer. FWC makes it easy.

This is a public episode. If you'd like to discuss this with other subscribers or get access to bonus episodes, visit thecycle.substack.com/subscribe