The value of short and memorable messaging can’t be underestimated in politics. Any political strategy that doesn’t account for this is bound to fail. A binder full of facts isn’t memorable, and is definitely not something the average voter would read. Most people don’t have the time or the patience to read conflicting opinions to choose a side; they choose one based on the popular rhetoric that they get to hear consistently. This makes it essential for a party to be the one to frame the dominant rhetoric.
