Review: 'Hit 'Em Where It Hurts'

HIT 'EM WHERE IT HURTS: How to Save Democracy by Beating Republicans at Their Own Game
By Rachel Bitecofer with Aaron Murphy
Political Science/Current Affairs
Crown
February 2024

For people who are appalled at the rise of the GOP with its embracing fascism and authoritarianism, political strategist and polling expert Rachel Bitecofer has some advice in her new book, Hit 'Em Where It Hurts.

Take that paragraph above. With messaging like that, no wonder Democrats have trouble making headway today. Instead, her advice would be a rewrite, such as:

Republicans want to take your freedom. You can use your power to stop that. Here are details in this new book.

Bitecofer's book offers strategic advice. But she also shows the reader how things got to be this way, from millions of people not voting, to the unicorn of truly independent voters and the ways in which media covers the news and people consume it. She covers culture wars and how people are partisan, whether they admit it or not. These chapters are exceptionally well-written and provide a foundation for what to do about it.

For starters, Democrats can do things differently. They don't have to get bogged down in nuanced policy answers to emotional and false charges. Instead, they can borrow from the successful GOP playbook without becoming like them.

Find a succinct message and stick with it. Repeat it. Again and again. Her suggestion:

Republicans are a threat to your freedom, health, wealth, and safety.

Such a message addresses a range of issues and is personalized. The latter is an important aspect of getting people to pay attention and care.

Bitecofer has seven steps for more intentional, stronger messaging that work not only for people in politics, but for their audience. She makes readers better informed voters. She also reminds those who can but do not the importance of casting their ballots in plain language.

She has three steps for how to deal with political attacks and turn the tables, whether it's in media appearances or arguing with that proverbial uncle at a holiday table: Pivot, belittle and attack. She demonstrates the technique with several issues.

Those who cower at the idea of "belittling" can benefit from Bitecofer's inclusion of former First Lady Michelle Obama's thinking about her "when they go low, we go high" statement:

"Going high doesn't mean sitting on the side of the road and watching injustice go by. Going high is about having a real, concrete strategy for change. It's taking the rage and turning it into reason."

For those who care about the corruption, hatred, treason and greed going on, Hit 'Em Where It Hurts shows how to turn that caring into action.