Heritage President-Elect Jim DeMint. Photo: Shealah CraigheadHeritage President-Elect Jim DeMint. Photo: Shealah Craighead

Writing in the Washington Post, Heritage Foundation President-Elect Jim DeMint explains that conservatives need to refine their message in order to prevail:

One lesson I learned in marketing is that, for consumers and voters, perception is reality.

November’s election results and exit polls suggest that a majority of Americans agree that government does too much yet still voted for more of it. The election taught conservatives that we can no longer entrust political parties to carry our message.

We must take our case to the people ourselves, and we must start where all good marketing starts: with research. Conservative policies have proved their worth time and time again. If we’re not communicating in a way that makes that clear, we are doing a disservice to our fellow citizens. We need to test the market and our message to communicate more effectively.

That’s why Heritage will start this year to help the conservative movement understand how Americans from all walks of life perceive public policy issues and how to communicate conservative ideas and solutions.

Be sure to read the whole article by DeMint, who succeeds Ed Feulner as Heritage’s president in April.

What do you think? Can a more effective message allow principled conservative ideas to gain more traction?

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