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Here's an actual example of facts marketed by the California Democratic Party in 1998...

Frame facts with values to increase understanding

BEFORE:

Under Democratic leadership in Washington, D.C. and Sacramento, California enjoys:

Best economy in a generation—over a million new jobs

First balanced budget in 30 years

Lowest crime rates in 24 years

Lower taxes for working families

Reduced tuition at state colleges and universities

Smaller class size

Health care for 600,000 uninsured children

More police on our streets

Try framing the same facts using our value words. Get into this habit and discover that your audience will more likely stop and read or listen. You convey feeling when you use words like "responsible" or "opportunity". Use the value words several times when framing. Get closer to the way people think by aligning our facts with the values people can understand and relate to.

AFTER:
Here's the same written list, but framed with easy to understand values...

OPPORTUNITY FOR ALL — Best economy in a generation—over a million new jobs

RESPONSIBLE GOVERNMENT — First balanced budget in 30 years

SAFETY and SECURITY — Lowest crime rates in 24 years; More police on our streets

OPPORTUNITY FOR A BETTER FUTURE — Reduced tuition at state colleges and universities; Smaller class size

FAIRNESS — Lower taxes for working families

ze="2" color="#008000">PROTECTION — Health care for 600,000 uninsured children

(From a California voter guide in 1998, the good old days)

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