CWC Sept2014

Our Common Call to Duty—
“It is time to hold those responsible…accountable!”
© 2014 Conservative War Chest PAC. All rights reserved.

2014
YEAR OF
OPPORTUNITY

WAVE
ELECTION?

CONSERVATIVE
TAKE OVER OF THE US
SENATE?

CONTROL
OF BOTH HOUSES
OF CONGRESS?

EXCEPT

The GOP establishment and its genius consultants
keep losing Senate seats in Red States.
In 2012 they spent more than $300 million
as they lost races in Montana, North Dakota,
Indiana and other Conservative states.
…AND INSTEAD OF BLAMING THEMSELVES
THEY BLAMED THE CANDIDATES.

Their latest mistake was Virginia 2013.
With a little more money the Conservative Gubernatorial
candidate could easily have won.
But the GOP establishment had discouraged
contributors from helping.
Once again their policy of “preemptive
surrender” allowed an Obama-Clinton
power grab to succeed in a Red State.

2014
SENATE

And right now the Republican establishment
and its experts are gearing up to do it again
in the 2014 Senate races.
The Left will pour tens of millions into negative ads
that smear Conservative candidates and distract
the voters from the real issue –
And the real issue is the Liberal views and
voting record of national Democrats.

But the GOP establishment and the
consultant class
STILL HAVE NO SOLUTION.

In fact, here’s the really bad news…
Not only doesn’t the Republican establishment
have a strategy but they don’t think it matters.
They are actually confident about 2014.

They are saying Obamacare will be enough
to defeat Democrats and take the Senate.
Just as they said Romney would win by
merely talking about the Economy…or
the unemployment rate…or gas prices.

Some
Strategy.

Because bet on this…

Once the smear ads start and Conservative candidates
start losing ground the Republican establishment and its
defeatist consultants will not hold themselves accountable.
Instead they will rush to the elite media and get
themselves a sound bite or a few lines in a story criticizing
Conservatives and the Tea Party.
(Which they much prefer to fighting Liberals.)

So the GOP establishment
and their experts
DON’T
HAVE A STRATEGY.

But we do.

We are…

Here is our strategy.
And why it works.

First, smear attacks can never go unanswered.
The best answer to them is a context – a narrative
that gives voters an understanding of why they are
seeing the TV attack ads.

The key is to stop the groups behind these ads
from individually attacking Republican candidates
and show voters how these groups work together
and, in fact, are the same people.

So our narrative is about the Liberal groups.
We call them the GANG OF 5.
1. Extremist Liberal leadership of the Democratic party
2. Elite Media
3. Smear Groups financed by Anti-American billionaire
George Soros, mega rich Environmentalists and
Pro-Abortion Extremists.
4. Hollywood Partisans
5. Wall Street Liberals

We then explain that the GANG OF 5
are using attack ads to distract voters
from seeing that the Candidates
they support have
“a hidden agenda”.

A hidden agenda of…
• Huge Debt
• High Taxes
• Health Care Rationing
• Assaults on Religious Freedom
• Repression of Political Dissenters
• Politics before National Security

So the GANG OF 5
and their candidates want to…

“DETROIT AMERICA” with
“debt and bankruptcy, with tax and spend”
“CALIFORNIA AMERICA” with
“regulations that destroy jobs and drive out businesses”
“HOLLYWOOD AMERICA” by
“attacking values important to families and schools”

This narrative and context not only buffers
the attacks against Red State candidates
but boomerangs them
back at the Democratic candidate.

So Think
of it.

Kay Hagan, Mary Landrieu, Mark Pryor,
Marc Begrich, Jeanne Shaheen, Mark Udall,
and all the other Liberal candidates…
Suddenly have to explain why they are the faithful allies
and US Senate operatives for the GANG OF 5
and their “Extremist Liberal” views and
“a hidden agenda”.

The attack ads soon become a liability.
And our boomerang strategy puts
Liberal Democrats on the defensive.

Now here’s the next part.

We fight everywhere.

We fight everywhere because we believe that Obama
has moved the Democratic party and its candidates
so far to the left he has delegitimized both.
That makes every Democratic candidate vulnerable.
So we go into Democratic strongholds.
(Just like the Democrats go into Republican ones)

We don’t cherrypick states.
We fight everywhere because we believe in the power
of Conservative ideas not the “clever” maneuvers of
linear minded, avaricious consultants.
Who, as in Virginia 2013, never got it right anyway.

We don’t try to manipulate the people.
We believe once the electorate hears the simple
truth they will vote right.
In fact, we believe few Blue States actually exist.
Voters in these states just live in a media environment
that is overwhelmingly Liberal. And the Republican
establishment in those states don’t have the will
or the know-how to talk about Conservative ideas.

But once Americans in Blue States
get a chance to hear the Conservative case
they realize they agree with it.
And they want to vote for its candidates.

But Conservative activists
need to understand this…
Americans cannot be expected to vote Conservative
unless they occasionally see expressions of
Conservative views or hear them in their daily lives.

Conservatives also need to realize that while they
constantly listen to talk radio and watch FOX,
normal people simply don’t have the time to pay
extremely close attention to politics.
So Conservatives should stop wondering
what’s wrong with their fellow-citizens and
help them find the truth
by getting it in front of them.

And the answer is to use modern technology –
Yes, that new fangled invention of TV.
The TV spot is even more useful today because
it can carry a video message into the viral world
of websites and social media.

And that’s where
the Secret Sauce comes in.

Besides the Boomerang Strategy
and its TV spots we also have a
Secret Sauce
for the spots and their content.

Polls show that Republicans have the best brand name
in American politics – “Conservative”.
Over 40% of Americans identify with it.
Polls show Democrats have the three worst brand names
“Liberal”, “Elitist” and “Extremist”.

So here’s the recipe for the
the secret sauce

Call our candidates Conservative.
And call the Democrats what they are:
Liberal, Elitist and Extremist.

Way too simple of course for Washington
political consultants who know very little
about professional advertising, that,
for example, brand names count.
In fact, they know as little about
communications and messaging
as they do about winning elections.

The goal then is landslides –
a Wave Election.
So no more narrow victories and
catastrophic losses of the
Republican consultant class.

Using the Secret Sauce
results in landslides.
Calling the Democrat Liberal, Elitist and Extremist
works because it’s the truth.
(Just ask President McGovern or President Dukakis)

Now here’s another crucial point.
This can only happen if we stop letting the
GOP establishment let the Democrats run their
campaigns by choosing the issues.

In state after state they distract Republicans from
running a Conservative vs. Liberal contest and use smear
ads to turn every race into a personal, mano a mano contest.
Soon the elite media echoes the smear themes of the Left
and suddenly the election is not about voting records –
who is Conservative and who is Liberal –
but about the defensive, inept Republican candidate.
(Have you noticed that only the GOP has “Bad Candidates?”)

And too many Republicans fall for it.
They go into a defensive crouch on the issues.
So here’s another way
Conservative War Chest
is different.

Have you ever noticed how Obama
is on the attack all the time?
(Cambridge police, Florida murder case, Marijuana legalization,
Gay marriage, Defense cuts, even the name of the Redskins, etc.)
He and the Liberals try to keep Conservatives reacting
and defensive by constantly opening up new fronts.

We follow the Reagan formula.
We are proud of Conservative ideas and issues and talk about
them. Non-stridently but pointedly and effectively. But we also tell the
truth about the opposition’s extremism. We also open up new fronts.
• We make an issue of the Administration’s corruption.
• We talk about its attempts to use the Federal Government to
suppress political dissent and religious freedom.
• We talk about their compulsion to put politics before national
security. (Benghazi was part of a pattern.)

We go on the offensive on Economic,
Social and Foreign Policy issues.
We accuse the other side of trying to
“Detroit” America and “Hollywood” American values
and follow a “Blame-America-First” foreign policy.

We fight
on every
issue.

And that’s not all.
We also don’t do something else the GOP establishment
does in letting the Democrats run Republican campaigns.
We don’t let the opposition and the elite media
choose our target states.

Yes, that’s right.
We believe that Obama has so delegitimatized
the Democratic party he has made all their candidates
vulnerable to the charge of Extremist Liberal.
So, just like the Liberals we go into the
opposition’s strongholds.

We fight everywhere!
And we want to turn
Every Blue State RED.

One final point.

On the way to a 2014 wave election,
we don’t just want to defeat
Liberal Senate candidates.
Our strategy goes to the real
heart of Liberal power in America.

The Democratic party
is way out of touch with America –
and is kept on life support
only by the power of the elite media.
With additional help from the Soros-like
smear groups, Hollywood partisans and
Wall Street Liberals.

So the real issue is not really Obama or Obamacare –
not even the extremist Liberal leadership of the
Democratic party – it is the whole Liberal establishment.
Our goal is not only to win the Senate but to
bring down Liberalism entirely by turning our
state attacks into national themes.
Every single new TV spot – appearing in 15 states
– becomes a national story.

We attack the whole Liberal Plutocracy –
the Elitists who are punitive and coercive
and have a huge sense of entitlement
but no sense of accountability.
We explain who they are and why they have such
a relentless urge to power and why, ultimately,
they are so weak. We tell the Reagan-like truth about
their ideas and their extremist, rule-or-ruin politics.

now for the
really
good news.

it’s already worked.

It had a
trial run in virginia in 2013.

In a mere seven weeks the
Boomerang Strategy
and the Secret Sauce
shook the political world.
And would have won the election if GOP establishment
hadn’t discouraged contributors.

Here is the ad that took the fight to the Gang of 5
and exposed their Virginia power-grab.
TV Spot: Gang of Five – Don't let them Detroit Virginia
• Group blankets tonight’s primetime Debate
• Ad to air inside hour-long, statewide Debate
on all NBC affiliates

Here is what the two shrewdest
Commentators in American politics
said when they saw the ad.
And what the polling data said.

Here is Kimberley A. Strassel
Taking the Fight to the Democrats
“In Virginia's Gubernatorial race,
opponents of Terry McAuliffe
may have cracked the playbook
Democrats have used to win
in states that ought to go
Republican.”

The approach runs thus:
A Democratic candidate, assisted by
Unions and outside partisan groups,
floods the zone with attack ads, painting
the GOP opponent as a Tea-Party nut who
is too "extreme" for the state. The left
focuses on divisive wedge issues—
like abortion—that resonate with women
or other important voting constituencies.

As the Republican's unfavorable ratings rise,
the Democrat presents himself as a reasonable
moderate, in tune with the State's values.
A friendly media overlook the
Democrat's reliably Liberal record,
and the lies within the smears
against his opponent, and ultimately
declares the Democrat unbeatable.

“Enter a new conservative super the organization's primary
focus is to directly take on the democratic bare-knuckle
strategy—and not just neutralize it, but throw it back
at the attackers.”
The ad “directly addresses the Left's scorched-earth
campaign, it doesn't stoop to responding to the
accusations against” the Republican candidate. “Voter attention away from the
wild Cuccinelli caricature and onto all the failed Democratic policies—
like the ones that produced soaring energy prices, health-care rationing
and huge deficits—that Mr. McAuliffe seems desperate to avoid discussing.”

“Indeed, the whole idea here is to turn
the tables, to get the GOP back on offense,
rather than offering cringing defenses
of positions.”

The Gang of 5 spot moved the polls
A scientific survey by a leading polling firm Gang of 5 about the TV spot.
5 POINT
SWING
ACROSS THE ENTIRE BALLOT
Source: mclaughlinonline.com

6 POINT
SWING
Among Over 40s

8 POINT
SWING
Among republicans

4 POINT
SWING
Among women

In Summary:
• GOP VOTERS: +8
• Dem VOTERS: +4
• Independents: +2
• Women: +4 (McAuliffe LOSES 4)
• Men: +5
• Over 40: +6
• Overall BALLOT: +5

And then El Rushbo saw the Ad
(October 18, 2013)
“An independent group of people who were fed up
with Liberalism, Conservative Super PAC, Fight for
Tomorrow, put together an ad for Ken Cuccinelli.
They're fed up with the Democrat party.
They're actually fed up with the
fact that Republicans don't run
these kinds of ads.”

(October 18, 2013)
“They focus-grouped this ad among
voters in Virginia, and it causes a
massive change of intention to
vote from McAuliffe to Cuccinelli.
Massive. In some cases, eight-point swings.
McAuliffe ends up minus four after this ad and
Cuccinelli ends up plus four.”

(October 18, 2013)
“There's no moderation here, there's no
bipartisanship, there's no appeal to getting along.
We’re not gonna let you turn
Virginia into every place else
you've run into the ground.”

(October 18, 2013)
“Republican voters increase for Cuccinelli by plus
eight. Democrat voters increase for Cuccinelli
plus four. It creates a massive swing for Cuccinelli.
Independents, plus two.
Women, plus four.
That means McAuliffe loses four points among women
when this ad is seen by people in the focus group.
Men, a plus-five swing. People over 40, plus-six swing.
The overall ballot is a plus-five swing.”

(October 18, 2013)
“Now, listen to it again and tell me if this isn't what you think the Republican
party ought to be doing about every Democrat candidate?”

Rush asks just the right question…
Isn’t this what Conservatives
should be doing?

So here’s our question…
Will you help make 2014
the wave election?

Will you help Conservative War Chest with the
boomerang strategy
that puts Liberals on the defensive?
Will you help us with the Secret Sauce
that focuses elections on the
Conservative vs. Liberal contest?

Will you help us fight on every issue?
Economic, Social and Foreign Policy?
And fight in every state?

We want to turn every Blue State RED.
We need VOLUNTEERS in each of the states on the map below. You don‘t have to live
there – you can choose a state on the basis of what Liberal annoys you the most.

Going after the blue.
Turn every one
of them red.

CWC Sept2014

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