You can send a message around the world

YOUR MESSAGE –WHAT IT IS NOT • NOT your resume • NOT a list

DEFINING POLITICAL MESSAGE “A message is a limited body of truthful information conveyed consistently

Why Do You Need a Message? • Defining principle of your arguments • Contrasts

CRAFTING A MESSAGE Process of Synthesizing Info: – Candidate’s personal story and core convictions

MESSAGE MUST BE: Topical to Your Audience (not you) The issues that are most

MUST BE: What keeps ‘em up at night People make political decisions based on

MESSAGE CRITERIA • Clear • Concise • Credible • Contrasting • Memorable • Persuasive

Message Lessons – Values not issues – Less is more – Campaigns are a

MESSAGE EXAMPLE: “Our goals are urgent. We must protect our families and educate our

Message Box: What We Say About Us What The Opposing Campaign Says About Itself

“To Thine Own Self Be True” • Acknowledge the truth about your strengths and

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You can send a message around the world in less than a second but it takes years to get it through the human skull. Charles Kettering

YOUR MESSAGE –WHAT IT IS NOT • NOT your resume • NOT a list of your accomplishments • NOT your campaign strategy • NOT an issue, or list of issues • NOT a slogan

DEFINING POLITICAL MESSAGE “A message is a limited body of truthful information conveyed consistently by a candidate and their campaign, providing the persuasive reasons for voters to choose that candidate. ” ~Paul Tulley

Why Do You Need a Message? • Defining principle of your arguments • Contrasts you with your opponent • Drives all aspects of your strategy • Answers the question: “Why you and why now? ”

CRAFTING A MESSAGE Process of Synthesizing Info: – Candidate’s personal story and core convictions – Self & Opposition Research – Polling data – Anticipated opposing arguments

MESSAGE MUST BE: Topical to Your Audience (not you) The issues that are most important to the candidate as a person, or what inspired or motivated her/him to run in the first place, may not be the most strategic message for the campaign.

MUST BE: What keeps ‘em up at night People make political decisions based on their anxieties and fears…you ignore that at your peril.

MESSAGE CRITERIA • Clear • Concise • Credible • Contrasting • Memorable • Persuasive • REPEATED

Message Lessons – Values not issues – Less is more – Campaigns are a choice…contrast is key – Repetition is critical

MESSAGE EXAMPLE: “Our goals are urgent. We must protect our families and educate our kids while holding corporations accountable and running a government that’s lean but not mean. ” Michigan Governor Jennifer Granholm 2002

Message Box: What We Say About Us What The Opposing Campaign Says About Itself __________________________ What We Say About Our Opponent What Opposing Campaign Says About Us

“To Thine Own Self Be True” • Acknowledge the truth about your strengths and weaknesses as a candidate, and be ruthless • Your opponent will be ruthless about your strengths and weaknesses • Develop your inoculation strategy

You can send a message around the world in less than a second but it takes years to get it through the human skull. Charles Kettering REPEAT…REPEAT