Better Wyoming Narrative Guides:
PROPERTY TAXES
GOOD NARRATIVE: THE BASICS
Here’s a basic truth when it comes to creating change: IT DOESN’T MATTER IF YOU’RE RIGHT.
You might have all the facts and figures in the world, and the moral high ground, but those don’t get people to act. What matters is whether you’re able to persuade someone, using language, values, and messages that resonate with them.
If our movement wants to win state-level policies that improve life for the people of Wyoming, we’re going to need to get on the same page in the way we talk about it.
TOP TIP! Good narrative is built on these values, which Wyomingites tend to share:
Freedom, Community, Honesty, Hardwork, and Pride in the Land.
Some DOs and DON'Ts...
DON’T repeat the opposition’s messaging. This just amplifies their points.
DO “pre-bunk” opposition messaging: know your opposition's messaging, and neutralize it in advance if you can.
DON’T fixate on crisis messaging or depressing stories. This de-motivates people.
DO tie serious problems to collective, constructive policy solutions.
DON’T just tell stories. Research shows that this makes it harder for your audience to understand the importance of collective solutions, and instead makes them believe that problems are for individuals to solve.
DO use stories to illustrate collective or policy solutions.
DO tie facts and figures to shared values, narrative, and solutions. Try to interpret the facts and figures for your audience first, before actually presenting those facts and figures.
DON’T use jargon.
DO use strong, clear, direct communication.
Each section below introduces a top tip for speaking or writing persuasively on the topic of PROPERTY TAXES in Wyoming. Each tip is then expanded upon, and examples are provided. These tips and examples are based on research from the Bighorn Company of Colorado, supplied by the Wyoming Civic Engagement Network.
Narrative SUBJECT GUIDE: Property Taxes
Tip # 1: Good EXPLANATION helps you get ahead...
The anti-tax narrative in Wyoming is strong. We have to be smart about getting ahead of it. Here are some simple rules to follow, which will help you build a strong, "pre-butting" explanation:
Rule 1. Mention positives before the T-word:
Talk about our communities, the services we rely on, or the priorities we plan/budget for, before mentioning taxes by name.
Rule 2. Emphasize that property taxes are proactive, positive, and preventative:
Property taxes are a way of working together to responsibly plan ahead. If we’re responsible now, we won’t force our children to solve major problems without any resources.
Rule 3. Don’t use anti-tax messaging:
Never repeat opposition talking points, even to rebut them. But also avoid common phrases, like tax “relief”, that imply that taxes are a bad thing.
Rule 4. Be clear about the consequences:
Without property taxes, essential community services will be cut. Our communities will be weaker. And, we’ll have to replace that revenue by more than doubling other taxes or imposing a state income tax.
Tip # 2: Build upon SHARED VALUES...
The opposition has worked hard to claim the “values” narrative on this issue. This is why it’s so important for us to re-claim this territory on our own terms. Remember to do so without repeating opposition framing.
Shared Value: FREEDOM
Freedom is about deciding how our own communities are run. We make our own decisions about the services that are supported by property taxes.
Property taxes support our children’s and communities’ futures. Without this funding, we’re putting burdens on future generations.
Shared Value: HARD WORK
Funding important services is how hard-working communities remain strong and self-sufficient.
Hardworking Wyomingites take responsibility for their communities; that means paying our fair share.
As hardworking Wyomingites, we rely on the services that our community is built on.
Lazy, irresponsible lawmakers are trying to defund our communities and our children’s futures by throwing away money. We’ve worked too hard to abandon our future like that.
Shared Value: HONESTY
Lawmakers are more focused on property tax cuts as a campaign issue, rather than an issue that will affect our lives and communities. This is a dishonest approach to governing.
Lawmakers are being dishonest about the impact property taxes have on our communities.
Shared Value: COMMUNITY
Property taxes fund local public services that benefit us all. That includes the public schools that educate the children in our communities.
Our property taxes allow our communities to pay for the public goods and services that they planned for.
Taxes fund local public services that benefit us all.
Communities should be trusted to support important services in the way they feel is best. Services supported by property taxes are overseen by local lawmakers and leaders - our neighbors, who are closest to the issues that face us.
Property taxes support services that help our communities thrive, improving our quality of life and attracting young people to stay.
Tip # 3: Map your narrative onto the WYOMING MINDSET...
Research has shown us the thoughts and feelings that Wyomingites tend to share around these issues. We all share similar concerns, and knowing this can be useful for crafting your argument.
Tapping into Emotions
- We take pride in our state, and don’t want to make its future insecure.
- We are determined to build a strong future for our communities.
- We have a duty to our communities and our children.
Acknowledging Pain Points
- Our state already struggles with funding education and healthcare. Everyday, hardworking Wyomingites know this.
- This is just another example of extreme partisanship.
Pursuing Aspirations
- We have to support the leaders of tomorrow, and build resilient communities.
- Wyomingites value - and demand - good services.
- We don’t need dishonest politicians hurting our communities like this.
Tip # 4: Pre-but, don't rebut!
Prevent this dishonest argument....
...with these talking points
Property taxes are skyrocketing, forcing people into poverty.
- The legislature has put into place robust, targeted property tax measures that make sure that everyone’s contribution is reasonable.
- Cutting essential services will hurt, not help, hardworking Wyomingites.
- The legislature has refused to act on Wyoming’s stagnant wages or affordable housing.
The cuts to city funds have actually been very small.
- Property tax cuts make a permanent dent in some of the only stable funding that the state legislature allows our communities to have.
- Property taxes cuts harm key essential services.
- Property taxes fund everything from essential municipal services to our schools and community colleges.
We’re not cutting taxes, we’re just changing how they’re collected. The worst of the cuts are over. Schools will remain funded.
(All of these points try to make the issue seem more complicated than it is.)
- Property tax cuts have already hurt our communities.
- Further property tax cuts will hurt our communities more.
Tip # 4: Use Better Wyoming's communications team!
Want an extra pair of eyes on what you've written? Email your piece to info@betterwyo.org, and we'll make sure it gets forwarded to the right person.