Messaging Framework: Reaching Trump 2024 Voters
I asked an LLM to brainstorm with me on messaging to Trump swing voters.
I first asked for an overview of MAGA mindsets through the lens of Jonathan Haidt’s Moral Foundations Theory, which can help us understand people who do not always think about things the way we do.
Also feeding it a pretty comprehensive overview of events since January 20, I asked it to compare the actions against the likely mindsets of MAGA voters, and identify key “stress points” between the two.
Based on this, I asked it to operate from the view of a political strategist, and identify key talking points to sway reachable voters, aligning them with the aforementioned rifts according to Haidt’s framework.
This can be a good way to start thinking about messaging to this segment. If I were to extend this research further, I would start using looking for places in the media space where these talking points could be pressed upon.
Target Audience
Recent Trump voters who feel tension between their values and specific administration actions, particularly on:
Veterans Affairs cuts
Russia/Ukraine policy shift
Government reach into private business
Threats to traditional allies
Executive overreach
Core Strategy
Connect with voters through their existing moral foundations while highlighting contradictions between these values and specific administration actions. Avoid attacking their identity or core beliefs.
Key Messaging Pillars
1. CARE FOR THOSE WHO SERVED (Care/Harm Foundation)
Core Message: “America’s commitment to our veterans must remain unbreakable.”
Supporting Points:
The proposed 80,000+ VA job cuts (17% reduction) threaten care for 9 million veterans
25% of VA employees are veterans themselves, making these cuts a direct hit on the veteran community
60% of Americans disapprove of these workforce reductions
Healthcare services, disability claims processing, and mental health resources for veterans are at risk
Emotional Appeal: “Those who fought for our freedom deserve better than waiting longer for healthcare or benefits. Our veterans kept their promise to us — America must keep its promise to them.”
2. DEFEND TRUE AMERICAN INTERESTS (Loyalty/Betrayal Foundation)
Core Message: “America’s strength comes from standing with allies who share our values, not appeasing dictators.”
Supporting Points:
61% of Americans sympathize with Ukraine while only 2% favor Russia
81% of Americans view Putin negatively
79% believe Russia would violate any peace agreement
The administration sides with Russia in UN votes against American interests
Realignment with Russia threatens American leadership and emboldens our adversaries
Emotional Appeal: “True patriotism means standing with those who share our values of freedom and democracy, not abandoning allies to curry favor with dictators who threaten American interests.”
3. RESPONSIBLE GOVERNANCE (Authority/Subversion Foundation)
Core Message: “Effective leadership respects constitutional boundaries and traditional American institutions.”
Supporting Points:
Defying federal court orders undermines rule of law
Removing inspectors general eliminates accountability
Giving unelected private citizens (like Musk) access to Treasury systems bypasses constitutional safeguards
Mass firings without proper procedures create government chaos
Emotional Appeal: “Strong leadership doesn’t mean ruling by decree. It means respecting the constitutional system that has kept America strong for generations.”
4. FAIR TREATMENT FOR HARDWORKING AMERICANS (Fairness/Cheating Foundation)
Core Message: “Trade policies and tariffs should benefit American workers, not create economic pain.”
Supporting Points:
Tariffs are causing higher prices on everyday goods
Food prices are rising due to agricultural worker shortages
The S&P 500 has lost over $5 trillion in market value since February
Retirement accounts and investments of hardworking Americans are suffering
Canada supplies 50% of U.S. aluminum imports, now facing 25% tariffs
Emotional Appeal: “Hardworking Americans shouldn’t pay the price for reckless economic policies that benefit no one. Fair trade means policies that actually help American families and businesses.”
5. PROTECT AMERICAN SOVEREIGNTY (Liberty/Oppression Foundation)
Core Message: “True independence means America leads on the world stage rather than isolating ourselves.”
Supporting Points:
Withdrawal from international agreements removes American influence
Alienating traditional allies leaves a vacuum others will fill
Threats to Canada and other allies weaken rather than strengthen American influence
Unilateral actions without consultation cause uncertainty and instability
Emotional Appeal: “American freedom is strongest when we lead with confidence on the global stage, not when we retreat behind walls and alienate our friends.”
Tactical Guidelines
Connect Before Correcting
Begin messages by acknowledging shared values with Trump voters
Use language and framing familiar to conservatives
Emphasize traditional American values being undermined by specific policies
Focus on Contradictions
Highlight specific policy contradictions rather than attacking Trump personally
Show how specific administration actions conflict with voters’ own moral foundations
Use third-party validators (veterans, business leaders, Republican critics)
Provide Concrete Examples
Use specific data points from the briefing document
Tell stories of real people affected by policy changes
Avoid abstract policy arguments in favor of tangible impacts
Emphasize American Strength
Frame critiques around making America truly strong and respected
Position alternative approaches as more effective paths to American greatness
Show how current policies actually diminish American power and influence
Give Permission to Reconsider
Acknowledge it’s possible to support conservative values while questioning specific actions
Present alternative approaches that better align with voters’ moral foundations
Avoid language that forces binary choices or threatens identity
Message Testing Language
“I supported many of Trump’s ideas too, but firing thousands of veterans from the VA isn’t putting America first — it’s putting our heroes last.”
“Strong leaders respect American institutions, not try to rule by decree. Our Constitution made America great for a reason.”
“I want fair trade deals too, but these tariffs are just raising prices on hardworking families while hurting American businesses.”
“We can secure our border without separating families or threatening our allies. True strength comes from smart policy, not just tough talk.”
“Putin is actively working against American interests around the world. Why would we side with him over our traditional allies?”