I've read several times (here and elsewhere) that the problem Democrats have is that the Republicans get their message out first, and they have the tools to amplify it quickly. It's often true that being first is important, but in this case, it has nothing to do with the timing. It's the wording.
Consider this: Many Democrats are advocating for "Healthcare for All" or "Medicare for All". It's a really good concept, and to every Democrat (and presumably most people here), it's perfectly clear and obvious in its meaning. However, as has been pointed out in several blog posts here and elsewhere, Republicans do not respond to things that do not directly have an impact on them. "[Insert word here] for All" doesn't resonate. What does? "Healthcare for You".
Republican messaging is almost always geared toward an individual's concern, whereas Democratic messaging is almost always geared toward the community or the greater good of everyone. It's not that it's a bad message; it's that, inherently, Republicans don't care about something if it doesn't affect them.
For our messaging to work more effectively on people that may be swayed, it has to be more personal. It's not "Healthcare for All", it's "Healthcare for You". It's not "College Loan Debts Eliminated for Everyone", it's "Your College Loan Debts Eliminated".
It's weird because we naturally want to be inclusive and let everyone benefit from the fruit of the bounty, so to speak, but that message does not (and apparently will not) resonate all that well. The message has to be made personal to get through, even if it gets a bit distorted.
My little examples are not the result of some group think. They are thought up by me while writing this. But the point needs to be made: make it personal to make an impact.