Republican Victory Institute Message Development Be who you are, not what you aren't. Identify the voters that will swing the election. What issues to they care about? Develop a message for them and talk to them and only them.
Republican Victory Institute Message Development Be who you are, not what you aren't. Identify the voters that will swing the election. What issues to they care about? Develop a message for them and talk to them and only them.
Republican Victory Institute Message Development Be who you are, not what you aren't. Identify the voters that will swing the election. What issues to they care about? Develop a message for them and talk to them and only them.
Republican Victory Institute Message Development Be who you are, not what you aren't. Identify the voters that will swing the election. What issues to they care about? Develop a message for them and talk to them and only them.
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Message Development
Republican Victory Institute
Message Development
Assumptions Assumptions. You are not normal. Most voters pay little attention to politics. Most voters dont remember what they hear.
Republican Victory Institute
Message Development
The Product Our product is the candidate or issue. What is the image you want to portray? The candidate/issue is not a laundry list. Be who you are, not what youre not. Create an honest document about your candidate/issue List strengths and weaknesses
Republican Victory Institute
Message Development
The Audience Who do you need in order to win? Identify the voters that will swing the election. What issues to they care about? Develop a message for them and talk to them and only them This might sound narrow but remember, only a small sliver of voters decide each election STAY FOCUSED
Republican Victory Institute
Message Development
M=EC3 Message equals: Emotion: How do you want the audience to feel? Contrast: How are you different? Connection: Why should your audience care? Credibility: Why should your audience Tell the truth the first time and you dont believe you? have to remember what you said. Tip ONeil Former Speaker of the House
Republican Victory Institute
Message Development
Communication How your candidate or spokesperson looks when delivering the message is critical Happy Warrior Belief is more powerful than anger Have to give voters a reason to vote for you not just against your opponent
Understand what your message is and
where its being delivered Republican Victory Institute
Message Development
Decisions Are Emotional, not Logical: The Neuroscience behind Decision Making by JIM CAMP http://bigthink.com/experts-corner/decisions-are-emotional-not-logical-the-neuroscience-behind-dec ision-making
Republican Victory Institute
Message Development
Intuition
Reasoning
Recognizing Visuals Behaviors
Explaining
Judging
Conscious, not automatic.
Persuading
Choosing Automatic
Republican Victory Institute
Message Development
Caring
Fairness
Liberty
Sensitivity to signs of need or suffering. We despise those who are cruel toward us or others. Sensitivity to signs of exploitation. Allows us to live in groups without being taken advantage of. Sensitivity to signs of an oppressor in the group. Drives us to unite to restrain or expel a bully.
Authority
Sanctity
Loyalty
Sensitivity to signs of people not respecting rank or status. Allows us to form and operate in social hierarchies. Rooted in our behavioral immune system. Some places, symbols, and conduct are elevated while others are avoided. Sensitivity to signs someone is betraying the group. Allows us to form broad groups, organizations.
Strongly endorse
Authority Sanctity Loyalty
Caring Fairness
iv e V Co ery ns er va t
rv at i C ve ons e
g in Sw
er al Li b
Ve ry
lib
er al
Strongly reject
Source: The Righteous Mind, by
Nonverbal Communication Intuition: An automatic response to seeing things we recognize. Judging and choosing based on what we know. Or believe.
Transitional Phrases The moms and dads I talk with tell me Were getting away from the important issue here Lets not forget the big issue here The most important issue we need to talk about is Thats an interesting point Equally important Let me tell you what this means to you Republican Victory Institute
Message Development
Framing Issues Notice the difference in word choice: Death tax Estate tax
Anti-union Pro-choice Anti-war Voucher
OR
Republican Victory Institute
Right to work Pro-abortion Pro-military Equal opportunity scholarship
Message Development
Final Thoughts Thematic messages must be aimed at the center of your target electorate. Targeted messages are aimed at specific groups within the target electorate. They are anchored in theme but go beyond it.
