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The Southern Primaries

March 14, 2012 11:42 am ET
Mitt Romney lost big in the Southern primaries yesterday, coming in third place in both states despite vastly outspending his opponents by 5 to 1 in Alabama and 3 to 1 in Mississippi.

CORE MESSAGE

Mitt Romney can't close the deal with regular voters.

Connect: We need leaders who'll fight for the middle class and everyone trying to get in it.

Define the results: Mitt Romney lost both Southern primaries, winning only among voters who make at least six-figures and losing most of the voters who say the economy is the most important issue.

Define him: Mitt Romney can't close the deal with regular voters because they're on to him and what he stands for.

Repeat: They know he wants more massive tax giveaways for millionaires like him at the expense of working families like them.

Look ahead: If it comes to facing millions of voters who work for a living, Romney's in trouble. The more regular Americans get to know the real Romney, the less they feel he's on their side.


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ATTACKS AND RESPONSES

ROMNEY: "What I know is the economy. I've spent my life in the real economy. I understand why jobs come and why they go."

  • Here's what Mitt Romney knows about our economy: how to let Wall Street get away with abusing the rules and make working families pay more so he can give millionaires like himself more massive tax giveaways.
  • Of course Romney understands why jobs come and go: picking apart companies and laying off workers is how he made millions for Wall Street. Putting a million Americans out of work is exactly what he proposed to do when he said let Detroit go bankrupt.
  • Leading our country is about more than making our economy work for just the wealthiest 1%. But it figures someone who spent his career adding to the wealth of the richest few doesn't understand that.

WHAT YOU NEED TO KNOW

  • Mitt Romney's $11 trillion tax plan would overwhelmingly go to a tiny number of the wealthiest few -- including himself -- while cutting Social Security and Medicare benefits that working Americans have set aside for their retirement.
  • Regardless of their income, gender, party affiliation, geographic region, or any other demographic category studied, 65% of Americans agree Mitt Romney favors the rich over the middle class.
  • Over half of Americans agree that the more they learn about Romney, the less they like him.
  • Mitt Romney swept the $200,000 income category in all but one GOP primary state so far where exit polling for that category was available -- even in the states he lost. The exception is Mississippi, where Romney still won among overall six-figure earners.
  • In all the states where exit polls asked who best understands average Americans' problems, voters picked someone other than Romney: AL, MS, OH, TN, and VT.
  • Mitt Romney's super PAC raked in $30 million from just 200 donors -- the wealthiest of the wealthiest few -- during the second half of 2011 alone. In fact, hedge fund or private equity moguls make up more than half of the top donors to his super PAC.
  • As a resource, here are the exit/entrance polls for all the GOP primary states so far where one was available: AL, AZ, FL, GA, IA, MA, MI, MS, NH, NV, OH, OK, SC, TN, VA, and VT.

We develop messaging by aggregating, analyzing and distilling polling, tested messaging, and expert recommendations, and monitoring the media to identify what is and isn't working.
See here for some of the experts and organizations we draw on.


 


Posted in - Economy - 2012 Elections

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