Just joined @TheAAPC conf w @mhugolopez , @mercedesschlapp to debunk myths abt Latino voters. We are driving growth of the electorate + every candidate + consultant should be racing to understand these voters. So here are our 5 key recs on how they should think abt Latino voters:

1. TAKE THE TIME TO UNDERSTAND THE LATINOS YOU ARE TRYING TO REACH: Put in the time to understand the audience. There is no one Latino vote nationally or in the state for which a silver bullet will work. Take the time and do the work to know your audience...

2. LATINOS AREN'T JUST A MOBILIZING TARGET: If there's 1 thing to takeaway in 2020-> Latinos are more swingy than assumed. Treat them as such. If you want to mobilize, you also have to persuade. This is true especially w new voters: don’t forget the step btwn voter reg --> GOTV

3. DON’T ASSUME NEGATIVE THREAT MESSAGING, ON ITS OWN, WILL MOBILIZE LATINOS: Negative needs to be linked to oppty and change. For Dem and prog campaigns esp: if both candidates are seen as same, the default for Latinos isn’t the Dem, it’s the couch

4. DON’T RUN FROM IMMIGRATION: While not always the primary concern for Latino voters, immig is a critical differentiating issue for Latinos. Our advice: don’t ONLY talk about immigration to Latinos, but don’t also forget to talk about immigration.

5. CULTURAL COMPETENCY + INNOVATION ARE MUSTS (ESP WITH SPANISH LANG CONTENT): You can translate words but you can’t translate concepts and culture. Think about who you hire to do this work. And think creatively about where and how you communicate with Latino voters (YouTube!)

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