Found in Naomi Klein's Doppelganger. The one lesson I wish the modern left would internalize more than anything.
Use shared language.
Don't use lefty jargon when the person you're talking to doesn't subscribe to these ideas. No white privilege, no colonial oppression, no intersectionality. Translate to a shared language, built on reasonable, common assumptions and do the work required to bring people on board.
Because you can be damned sure the MAGA crowd are doing the work.
This is not just about the alienating effect of jargon (like you normally get in science communication). It's also about sneaking unshared assumptions into the conversation.
You can be talking about Gaza to somebody who is absolutely hoffirifed by Israel's actions, but if you frame the whole thing as colonial oppression you can still lose them.
They will detach from the conversation because they don't share that particular perspective and you didn't make room to discuss that assumption.
I think people should frame what's happening in Gaza as a fascist and racist genocide, and no less