What Political Pros Still Don’t Get: It’s Not About Data—It’s About People
Because Voters Aren’t Spreadsheets—They’re Humans With Instincts
What Political Pros Still Don’t Get: It’s Not About Data—It’s About People
The Jack Hopkins Now Newsletter #380
A Couple of My Beliefs
I’ve long believed that when you see something wrong…you say something. And if no one listens…you say it louder. If they still don’t listen…you don’t just shout—you change how you communicate.
You find new angles…new words…new tactics…and you keep going until you start getting feedback that something’s shifting.
I also believe that if you’re going to complain…if you’re going to raise hell about what’s broken…you owe it to the conversation to bring some potential solutions to the table.
Even if those solutions miss the mark…it shows you’ve put thought into fixing it…not just griped for the sake of griping. That’s the spirit behind this piece.
Actually…I started this a long time ago—before the 2024 election. It sat half-finished in the pile of articles that didn’t get published.
Now, I’ve finally finished it…and changed what needed to be changed to fit the world as of June, 2025…because it’s needed more than ever.
What I’m Not
I’m not a professional political strategist. Hell, I’m not even a hack political strategist.
I’m just a guy whose entire adult life has been steeped in psychology, human behavior, and figuring out what makes people tick.
And because of that, I don’t just think I have something valuable to offer the professionals who run campaigns—I know I do.
But let’s be clear: I have no illusions that some high-powered political consultant or top-tier campaign manager is going to read this and shout, “Call him! Hire that guy—now!”
I don’t want that. I’m perfectly happy doing what I do…staying in my lane…and playing my role from here.
Sure, I’d be glad to assist from a distance if someone found these ideas useful—but what I really want is to write…to spark…to drop something into the conversation that maybe…just maybe…gives the pros some fresh grist for the mill.
As a subscriber…you can assist me with that. Of the 37k total subscribers to JHN…I know there are some of you who know people who need this issue of JHN in front of them. Help me get it there.
And, if you are a high-level consultant or upper-level campaign staffer…take this and run with it. Keep what works, ditch what doesn’t…and take credit for everything.
I’m trying to help the country…not make a name for myself as a campaign consultant.)
Let’s go….
Messaging Democrats Must Own in 2026
1. Make the Election a Referendum on Chaos and Corruption
The Republican brand in 2026 is now fully:
Election denial
Revenge politics
Authoritarian crackdowns
Corporate capture
Winning Message:
“We are the firewall between you and the collapse.”
The Republicans have shown you their cards: They will burn down institutions…rig elections…pardon their criminals…and choke the courts with loyalists.
The Message Needs to Be:
“You’ve seen their chaos. You’ve seen their corruption. If you don’t show up, they finish the job.”
But Democrats will likely fumble this by:
Trying to “unite the country”
Getting bogged down in January 6 lectures instead of what’s about to happen next
What I Would Do:
Frame every Republican as part of the wrecking crew.
“They don’t want to govern. They want to rule. And if you don’t stop them, they will.”
2. Localize the Threat
National messaging is good. Local fear is better.
Republicans are attacking:
Local school boards
Local libraries
Local election officials
What I Would Do:
Run micro-targeted ads saying:
“The people banning your kid’s books. The people who will jail your neighbor for a protest sign. The people who want to run your city from Tallahassee or Austin or Columbus—that’s who’s on the ballot.”
Make people feel like the threat is at their front door.
But Democrats always nationalize races and lose the emotional power of local defense.
3. Kitchen Table Pain—On Steroids
Wages aren’t keeping up. Housing costs are crushing families. Health care is still a disaster. And now Republicans are aggressively rolling back labor protections, women’s rights, and local control.
Winning Message:
Tie Republican extremism directly to your life getting harder.
“They’re taking your money and your freedom. They’re banning your books and draining your wallet.”
But Democrats default to listing solutions.
I’d flip that:
Lead with pain
Attack their actions and messaging relentlessly
Then briefly offer the escape hatch: Vote us in. We’ll block the chaos and fix your pocketbook.
4. Do Not Run From Crime—Own It and Flip It
Republicans are going to pound crime narratives. Democrats always turtle and pivot to gun control. STOP!
What I Would Do:
Say: “The real crime is Republican corruption.”
Say: “The real threat is political violence—January 6 wasn’t the end. It was the beginning.”
Say: “You want safer streets? Start by kicking out the people fueling violence from the top.”
Democrats always run scared on this issue. They need to tie political extremism to unsafe streets and unsafe lives.
5. Tell a Ruthless Story About Democracy’s Collapse
Republicans will run on power, fear, and grievance.
Democrats tend to run on “returning to normal.”
What I Would Do:
Forget normal.
Tell the story:
“We are one election away from living in a country where they choose which votes count. They are already rigging it.”
“Your freedoms don’t survive if they win this one.”
Be explicit: This is the election where we either stand up or get rolled over.
But Democrats can’t seem to break out of their consultant-class fear of being “too negative.”
6. What Democrats Can’t Ever Seem to Figure Out:
➤ They don’t understand the power of fear and simplicity.
➤ They don’t know how to stay disciplined.
➤ They still believe you can "convince" people when you really need to emotionally move them.
They chase swing voters like golden retrievers when they should be feeding their base with red meat..galvanizing independents through local pain…and letting fear of Republican authoritarianism do the rest.
Bottom Line Battle Plan for 2026:
Frame Republicans as the party of chaos…corruption…and collapse.
Make every race local. Make every attack personal.
Lead with pain. Attack the villain. Offer an escape route.
Tie Republican extremism to your empty wallet…your unsafe streets…and your endangered freedoms.
Keep it simple. Repeat. Repeat. Repeat.
If Democrats actually run this way in 2026, they can not only hold the line—they can flip seats that should be out of reach.
My Cerebral Overtime
I’ve been working on some ideas over the last few weeks—debate punchlines…slogans… hell…even bumper stickers.
Why? Because these aren’t throwaway lines. They’re the sharp-edged tools that frame the fight…control the narrative…and stick in people’s heads long after the debate stage lights go out.
And let’s be honest—this is exactly where Democrats have been historically awful.
They overcomplicate…they get lost in policy paragraphs…and they forget that politics is a war of perception. The side that frames the issue first…and best…usually wins.
That’s why these punchlines and slogans matter. They aren’t decorations. They’re ammunition.
**Yes. Some potential readers might be sensitive to my metaphorical and “non-politically correct” use of words like ammunition.
But I also know this: Most of you didn’t subscribe because of my “habit” for being politically correct, and are more than intellectually capable of determining that…it’s metaphorical.**
Debate Punchlines for 2026
(Designed to be memorable, emotionally charged, and to flip GOP attacks back on them)
National Security & Freedom
“You’re not pro-freedom. You’re pro-control. You want to control women, books, schools, elections—tell me what’s next, our thoughts?”
“January 6 wasn’t a one-time thing. It was a test run—and you’re still standing with the people who ran it.”
“They say ‘law and order,’ but they won’t even hold their own accountable.”
Crime & Safety
“You talk about crime. What about the crime of trying to steal an election?”
“Republican politicians aren’t fighting crime—they’re fueling political violence.”
“If you want safer streets, start by cleaning up the corruption at the top.”
Kitchen Table Pain
“While you’re paying $5 for eggs, their billionaire donors are paying nothing in taxes. Funny how that works.”
“They’re cutting your wages and raising their profits. That’s the real theft.”
“They fight for billionaires. We fight for your grocery bill.”
Book Bans & Culture Wars
“You’re so busy banning books, you forgot to fix the damn roads.”
“You want to ban what my kid reads, but you won’t lift a finger to stop what’s raising my rent.”
“They’re obsessed with drag shows while your health care bills drag you under.”
Democracy & Election Integrity
“You don’t believe in free elections. You believe in elections you win.”
“You tried to throw out votes you didn’t like. That’s not democracy—that’s dictatorship.”
“You can’t say you love America and hate Americans who vote differently than you.”
Bumper Sticker / Slogan Ideas
(Short, punchy, and ready to plaster everywhere)
Democracy & Freedom
“Freedom Beats Fear.”
“Protect Democracy—Stop the Chaos.”
“Real Patriots Defend Elections.”
“Vote Like Freedom Depends On It—Because It Does.”
Corruption & Economy
“Fire the Crooks. Fix the Prices.”
“Stop the Greed. Start the Healing.”
“They Profit. You Pay. Vote Them Out.”
“Your Wallet. Your Rights. Your Fight.”
Crime & Safety
“Safe Streets. Safe Votes. Safe Future.”
“Fight Crime—Start at the Top.”
“No Justice, No Safety.”
Culture War Pushback
“Books, Not Bans.”
“Stop Fighting Books. Start Fighting Prices.”
“Focus on Families, Not Fear.”
Mobilization
“Your Vote. Your Power. Use It.”
“Show Up. Speak Out. Shut Them Down.”
“Vote Like Your Rights Depend On It—They Do.”
There you have it. Give it another look…sit with it for a bit…and if you think this belongs in front of someone who can use it—email it to yourself…print it out…or get it to them however you can. Or better yet, just send it straight to them if you’ve got their contact info.
I’ll be back soon… with even more.
Warmly,
Jack
Spot on, Jack.
Great. Sending to my congresswoman. 👹