Senator Grassley’s Age Old Issues

NextStage: Predictive Intelligence, Persuasion Engineering, Interactive Analytics and Behavioral MetricsOne of the modern perceptions of political life is that the first thing you start doing after winning an election is start campaigning for the next election.  Rather than looking at web sites for candidates for office in the coming two years, I was curious to see what the web sites of recently elected candidates showed.  The first site I viewed was Kelly Ayotte’s Senator Ayotte, U.S. Senator for New Hampshire.  Senator Ayotte has not yet been in her office for 100 days and the Spartan appearance of her site seems to reflect it.  So I went to the other side of the spectrum.

Senator Charles Grassley was elected to the Senate in 1980 and his 2010 election, in which he garnered 63% of the vote to 33% for the Democratic nominee, was his closest election as an incumbent. For all intent and purposes, Senator Grassley appears to be entrenched and, as such, is seems to have no concern about speaking his mind.  In 2009, Senator Grassley suggested AIG management that collected bonuses off Federal bailout money should “follow the Japanese model” and resign immediately or commit suicide.  And perusing his Senator Chuck Grassley of Iowa site, you’ll find a large number of defined changes he is seeking to make with his post in the Senate.  There is plenty to disagree with depending on your leanings, but it provides legitimate issues to discuss instead of arguing which party likes children, families, small businesses, and the middle class more.  It also demonstrates that those politicians who are not at risk of losing of losing their political seat or chasing a greater one are more likely to speak their mind.

The web page though is a bit bland.  Rather than analyze the page, we analyzed one of Senator Grassley’s e-newsletters (links to which can be found on his web site) Senator Grassley eNewsletterNextStage’s Political Analyzer has this to say about the page: Senator Grassley’s “The Scoop” Newsletter Analyzed 8 Mar 11 2:30pmET.

Go ahead.  Take a look.  I’ll wait …

I was disappointed by the age demographic.  So I went back and looked at the e-newsletter to try to determine what Senator Grassley could do to target a broader audience.  The format of the e-newsletter is that of front-page headlines, but the opening sentences are 30 words, 16 words, 27 words, 13 words, 21 words, 24 words, and 26 words.  The average word is about 5.25 characters long.  Compare that to Mitch Daniel’s 2011 CPAC speech that ran 19 words/sentence and averaged 4.75 characters/word.  Mitch Daniel’s speech also targeted a younger and broader audience.  Certainly, these are not magic numbers, but it appears those who author Senator Grassley’s pieces need to simplify their statements to reach a younger, broader audience.

There is also some jargon in these sentences.  I know that Senator Grassley has long been known for his support of ethanol and ethanol subsidies, but I don’t know that biofuel and biodiesel have entered the common vernacular (perhaps they have in Iowa).  He also used TARP for Troubled Asset Relief Program and Special IG for Special Inspector General.  These terms and abbreviations may be necessary for Senator Grassley to convey his point, but particularly for a newsletter front page that is going to be light on substance out of necessity, the language should be quickly and easily digested.  Avoiding specialized jargon and industry abbreviations increases the likelihood a reader will process the headline and first statement and click through to read more.  Utilizing specialized jargon and industry abbreviations sends the signal that this content is not for me, it is for someone specialized and familiar with the industry.  I would encourage the authors of this newsletter to drill down the topics, avoid abbreviations and specialized language, keep these headline sentences to 12-15 words/sentence.  These changes will encourage more readers to read the articles and, I’d like to think, create more of an opportunity for worthwhile political discussion.

Senator Grassley’s “The Scoop” Newsletter Analyzed 8 Mar 11 2:30pmET

This analysis was done at the request of Todd Sullivan, one of our commentators. I’ll offer that it’s worth noting the difference in Senator Grassley’s 9 Messages and the 9 Messages of all those who either are running or are running but not officially.

Also worth noting is the skewing of the age chart. We usually encounter such skewing when two things occur. One, someone is using jargon, meaning many of the words aren’t part of the general public’s everyday lexicon hence someone of more experience — an older person — is needed to understand it.

Two, this kind of skewing will occur when someone is presenting arguments that require the reader/listener/observer to stop and think, to consider, to evaluate. Our technology equates that to requiring more “life experience”, hence an older audience.

What we analyzed – Senator Grassley’s “The Scoop” Newsletter on 8 Mar 11 2:30pmET

Senator Grassley's 'The Scoop' Newsletter 8 Mar 11 1430ET

Political Messaging
Part 1 – What Senator Grassley Wants You to Believe

Senator Grassley's 'The Scoop' Newsletter 8 Mar 11 1430ET 9

Political Messaging
Part 2 – What the SpeechWriter Thinks

Senator Grassley's 'The Scoop' Newsletter 8 Mar 11 1430ET What did the speech author think?

Gender Persuasion

Senator Grassley's 'The Scoop' Newsletter 8 Mar 11 1430ET gender breakdown

Age Persuasion

Senator Grassley's 'The Scoop' Newsletter 8 Mar 11 1430ET age breakdown

What is Senator Grassley Really Communicating? – Every politician wants the public to believe they are the best for the job and can get things done.

However, no individual can achieve anything in elected office unless they believe certain things about themselves because without those core, personal and identifying beliefs they will not have the intellectual power, the charisma, the social awareness and sensitivity, the negotiation skills or the creativity necessary for success in public office.

In this case, Senator Grassley:

  • Has an idea of where their town/city/county/state/country needs to be but doesn’t know if they’re instrumental in making that vision a reality.
  • Has an idea of where their town/city/county/state/country needs to be and does not believe they’ll be part of the leadership that takes it there.
  • Has a sense of destiny for both themselves and the town/city/county/state/country but doesn’t have a clue how to make it happen.
  • Has a sense of destiny for both themselves and the town/city/county/state/country and aren’t convinced anybody — including themselves — knows how to make it happen.
  • They’re paying more attention to their advisors than to the public.
  • Is going after Boomers.

Regarding the real author of this material:

  • They want this candidate to win this race.
  • They really worked this to remove any BS before publishing.

The original analysis can be found at Senator Grassley’s ‘The Scoop’ Newsletter 8 Mar 11 1430ET Analyzed Analyzed.

Values Generated Are:

  • Political Messaging

    • I Am Leadership Material – 54
    • I Am Electable – 33
    • I Have a Vision – 41
    • I Have a Vision for This Country – 100
    • I Am Listening – 16
    • I Am Listening to You – 20
    • I Can Lead Us to a Better Place – 58
    • I Can Get Us Out of This Problem/Mess/Situation – 36
    • I Am a Man/Woman of The People – 21
  • Speechwriter’s Confidence in Candidate’s Success – -58
  • Speechwriter’s Determination of How Much BlueSky was in Candidate’s Speech – 1
  • Gender Persuasion
    • Male – 69%
    • Female – 31%
  • Age Persuasion
  • ? – 24yo – 0%
  • 25 – 34yo – 1%
  • 35 – 44yo – 1%
  • 45 – 54yo – 3%
  • 55 – 59yo – 5%
  • 60 – 64yo – 10%
  • 65 – 74yo – 19%
  • 75yo + – 37%

Mitch Daniels’s CPAC 2011 Speech Analyzed

Political Messaging
Part 1 – What Mitch Daniels Wants You to Believe

Mitch Daniels's CPAC 2011 Speech 9

Political Messaging
Part 2 – What the SpeechWriter Thinks

Mitch Daniels's CPAC 2011 Speech What did the speech author think?

Gender Persuasion

Mitch Daniels's CPAC 2011 Speech gender breakdown

Age Persuasion

Mitch Daniels's CPAC 2011 Speech age breakdown

What is Mitch Daniels Really Communicating? – Every politician wants the public to believe they are the best for the job and can get things done.

However, no individual can achieve anything in elected office unless they believe certain things about themselves because without those core, personal and identifying beliefs they will not have the intellectual power, the charisma, the social awareness and sensitivity, the negotiation skills or the creativity necessary for success in public office.

In this case, Mitch Daniels:

  • Has an idea of where their town/city/county/state/country needs to be but doesn’t know if they’re instrumental in making that vision a reality.
  • Has a sense of destiny for both themselves and the town/city/county/state/country and believes they are the only individual who can make it happen.
  • Is communicating very well to both male and female audiences.
  • Is targeting a reasonable demographic.
    • But not strongly enough to stand out/win/be recognized as leading the pack.

Regarding the real author of this material:

  • They don’t think this candidate has a real chance of winning the race.
  • They believe the candidate is on the level most of the time.

The original analysis can be found at Mitch Daniels’s CPAC 2011 Speech Analyzed Analyzed.

Values Generated Are:

  • Political Messaging

    • I Am Leadership Material – 60.7
    • I Am Electable – 71.63
    • I Have a Vision – 26.52
    • I Have a Vision for This Country – 77
    • I Am Listening – 53.2
    • I Am Listening to You – 65.31
    • I Can Lead Us to a Better Place – 100
    • I Can Get Us Out of This Problem/Mess/Situation – 91.91
    • I Am a Man/Woman of The People – 63.67
  • Speechwriter’s Confidence in Candidate’s Success – -71.62
  • Speechwriter’s Determination of How Much BlueSky was in Candidate’s Speech – 16.01
  • Gender Persuasion
    • Male – 44.82%
    • Female – 55.17%
  • Age Persuasion
  • ? – 24yo – 18.26%
  • 25 – 34yo – 35.46%
  • 35 – 44yo – 68.86%
  • 45 – 54yo – 35.46%
  • 55 – 59yo – 18.26%
  • 60 – 64yo – 9.4%
  • 65 – 74yo – 4.84%
  • 75yo + – 2.49%

Wisconsin Governor Scott Walker’s 1 Mar 11 Budget Speech Analyzed

Author’s Note: The obvious differences between Governor Walker and other’s we’ve analyzed are in red about half way down

Political Messaging
Part 1 – What Scott Walker Wants You to Believe

Wisconsin Governor Scott Walker's 1 Mar 11 Budget Speech 9

Political Messaging
Part 2 – What the SpeechWriter Thinks

Wisconsin Governor Scott Walker's 1 Mar 11 Budget Speech What did the speech author think?

Gender Persuasion

Wisconsin Governor Scott Walker's 1 Mar 11 Budget Speech gender breakdown

Age Persuasion

Wisconsin Governor Scott Walker's 1 Mar 11 Budget Speech age breakdown

What is Scott Walker Really Communicating? – Every politician wants the public to believe they are the best for the job and can get things done.

However, no individual can achieve anything in elected office unless they believe certain things about themselves because without those core, personal and identifying beliefs they will not have the intellectual power, the charisma, the social awareness and sensitivity, the negotiation skills or the creativity necessary for success in public office.

In this case, Scott Walker:

  • Has an idea of where their town/city/county/state/country needs to be but doesn’t know if they’re instrumental in making that vision a reality.
  • Has a sense of destiny for both themselves and the town/city/county/state/country and believes they are the only individual who can make it happen.
  • They are paying close attention/are sensitive to public opinion.
  • May be considered politically towards the Right by their audience.
  • Is strongly targeting the youth vote/younger voters.

Regarding the real author of this material:

  • They don’t think this candidate has a real chance of winning the race.
  • They really worked this to remove any BS before publishing.

The original analysis can be found at Wisconsin Governor Scott Walker’s 1 Mar 11 Budget Speech Analyzed Analyzed.

Values Generated Are:

  • Political Messaging
    • I Am Leadership Material – 58.49
    • I Am Electable – 70.26
    • I Have a Vision – 27.25
    • I Have a Vision for This Country – 77.11
    • I Am Listening – 51.26
    • I Am Listening to You – 66.66
    • I Can Lead Us to a Better Place – 100
    • I Can Get Us Out of This Problem/Mess/Situation – 85.9
    • I Am a Man/Woman of The People – 80.07
  • Speechwriter’s Confidence in Candidate’s Success – -54.125
  • Speechwriter’s Determination of How Much BlueSky was in Candidate’s Speech – 2.524113
  • Gender Persuasion
    • Male – 38.14
    • Female – 61.86
  • Age Persuasion
    • ? – 24yo – 94.95%
    • 25 – 34yo – 32.84%
    • 35 – 44yo – 11.36%
    • 45 – 54yo – 3.93%
    • 55 – 59yo – 1.36%
    • 60 – 64yo – 0.47%
    • 65 – 74yo – 0.16%
    • 75yo + – 0.06

Rand Paul’s 2 Feb 11 Senate Compromise Speech Analyzed

Political Messaging
Part 1 – What Rand Paul Wants You to Believe

Rand Paul's 110202 Senate Compromise Speech 9

Political Messaging
Part 2 – What the SpeechWriter Thinks

Rand Paul's 110202 Senate Compromise Speech What did the speech author think?

Gender Persuasion

Rand Paul's 110202 Senate Compromise Speech gender breakdown

Age Persuasion

Rand Paul's 110202 Senate Compromise Speech age breakdown

What is Rand Paul Really Communicating? – Every politician wants the public to believe they are the best for the job and can get things done.

However, no individual can achieve anything in elected office unless they believe certain things about themselves because without those core, personal and identifying beliefs they will not have the intellectual power, the charisma, the social awareness and sensitivity, the negotiation skills or the creativity necessary for success in public office.

In this case, Rand Paul:

  • Has an idea of where their town/city/county/state/country needs to be but doesn’t know if they’re instrumental in making that vision a reality.
  • Has a sense of destiny for both themselves and the town/city/county/state/country and believes they are the only individual who can make it happen.
  • Is communicating very well to both male and female audiences.
  • Is going after Boomers.

Regarding the real author of this material:

  • They don’t think this candidate has a real chance of winning anything.
  • They believe the candidate is on the level.

The original analysis can be found at Rand Paul’s 2 Feb 11 Senate Compromise Speech Analyzed.

Values Generated Are:

  • Political Messaging
    • I Am Leadership Material – 63.48
    • I Am Electable – 74.13
    • I Have a Vision – 30.77
    • I Have a Vision for This Country – 72.22
    • I Am Listening – 56.15
    • I Am Listening to You – 61.22
    • I Can Lead Us to a Better Place – 100
    • I Can Get Us Out of This Problem/Mess/Situation – 88.37
    • I Am a Man/Woman of The People – 64.35
  • Speechwriter’s Confidence in Candidate’s Success – -90.625
  • Speechwriter’s Determination of How Much BlueSky was in Candidate’s Speech – 3.528302
  • Gender Persuasion
    • Male – 49.92%
    • Female – 50.08%
  • Age Persuasion
    • ? – 24yo – 1.69%
    • 25 – 34yo – 3.28%
    • 35 – 44yo – 6.36%
    • 45 – 54yo – 12.35%
    • 55 – 59yo – 23.97%
    • 60 – 64yo – 46.52%
    • 65 – 74yo – 23.97%
    • 75yo + – 12.35%