Biden's Golden Advantage
How to reframe the "age" conversation this year
Hello Folks!
Let’s talk about the biggest challenge to Biden’s reelection: public perceptions about his age.
Here are three persuasion tips for the week, plus two inspiring quotes, and one useful resource.
3 Smart Tips
For the past year, the GOP has been laser-focused on the message “Biden is too old to be president.” Their effort has paid off. Not only are Republicans overwhelmingly (91%) concerned that Biden lacks the mental capability to serve effectively, but so too are a third of Democrats.
The good news is last Tuesday Biden knocked that narrative out of the ballpark with a State of the Union address that not only showed he can still deliver a rousing prepared speech, but when the moment requires it, he can go off script with humor, grace, and intelligence.
The question now before Democrats is how do we capitalize on this moment? How do we quash anxieties about Biden’s age once and for all, at least among our own ranks?
Here’s my advice for reframing the conversation:
Don’t be the first one to bring it up: People are anxious about Biden’s age, so let’s not encourage them to think about it any more than they already are. Talking about his age, even to refute concerns, simply strengthens the pathways in the brain that associate Biden with being elderly and infirm. As the saying goes, “Neurons that fire together wire together,” so keep the concepts as far apart in the public consciousness as possible.
Use youthful language: Leveraging the power of the same psychological principle to our advantage, when you talk about Biden, make a conscious effort to speak in terms that emphasize his health, even if the subject at hand has nothing to do with his age. Words like “vibrant,” “energetic,” “agile,” “dynamic,” and “innovative” create the image of a man brimming with life and ready for another four years at the helm of the nation. Even when talking about policy, capitalize on opportunities to talk about Biden’s “creative thinking," “optimistic outlook,” and “passionate commitment,” because we tend to associate those words with youth.
Flip the narrative: Here’s a jujitsu move to turn the tired “Biden is old” narrative on its head. When someone says Biden is too old to be president, my first response is to agree: “Yes, he is old.” After they’re disarmed by this admission, I take it even farther in their direction: “Sometimes I too really wish he were younger. It’d be great if he had the energy of a Gavin Newsom or Gretchen Whitmer.” Once they feel I’m on their side, I make my move: “But then I think about everything Biden has seen and done in his life. All the amazing people he’s worked with, all the knowledge he’s accumulated. And I think maybe what we really need to guide us through this moment of national crisis is a leader with a lifetime of experience and wisdom, rather than someone who’s never really been tested. What about you?” Give it a try. I guarantee the effectiveness of this approach will amaze you.
2 Smart Quotes
“The wisdom and experience of older people is a resource of inestimable worth. Recognizing and treasuring the contributions of older people is essential to the long-term flourishing of any society.” — Daisaku Ikeda
“Youth is a gift of nature. Age is a work of art.” — Stanislaw Jerzy
1 Smart Resource
If you’re looking for more advice on using language to shape political perceptions, your first stop is George Lakoff’s “The All New Don’t Think of an Elephant!: Know Your Values and Frame the Debate.” The book is a helpful primer on how our thoughts are heavily shaped by language, and it does a good job explaining why some political phrases work to our advantage while others serve the interests of Republicans. In addition to the book, I also recommend Lakoff’s Substack with Gil Duran called “Frame Lab” for occasional posts about how to respond to current messaging from the GOP and Republican candidates.
Notice: Smart Politics may receive a small referral bonus when you use these links. Thanks for your support!
Smart Politics offers regular free webinars for progressives who want to be more persuasive in their political conversations at home, in their communities, and on the campaign trail. Sign up for upcoming events on Eventbrite.
Our next FREE event is Wednesday, March 13 at 8 pm ET. Sign up now to learn the secret to persuading Republicans and start using the two persuasive tools you need in conversations with any Republican voter: the Trust Pyramid and the Persuasion Conversation Cycle. BONUS: At the end of the webinar there’ll a demonstration of my AI Angry Uncle Bot so you can immediately start practicing these skills.
Ready to get hands-on with persuading Republicans who’ve fallen down the right-wing rabbit hole? Sign up for our new “It’s Not Too Late” Substack, the official source of regular information about our national project helping progressives deradicalize loved ones and bring voters back from MAGA.