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Making the Ask with Marjorie Clifton
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Making the Ask with Marjorie Clifton


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  • Oh- wait, let’s not analyze what he wants….let’s go back to a typical politician…
  • We all want to feel like we do good, are awesome and make a difference. Which is why before planning a large campaign we have to know our audiences- where they hang out, what they like, what makes them FEEL good? Why do they buy what they buy????
  • Be local, make a connection to personal points (example about the ATF leash the the reporter), find out what people like? Where did they go to school, which charities have the donated to? What do they do in their free time?
  • There are more than 1,00,000 Texans suffering from mental illnesses that often leave them helpless, homeless or dangerous. And they cost taxpayers more than $50,000,000 a year. But you can do something to change that. Voting for HB 101 means you save taxpayer dollars by using mental health resources more effectively. And we can keep fighting this problem while making sure money isn’t wasted. You can help millions of Texans and make your constituents happy with just one vote. Vote yes on HB 101.
  • Transcript

    • 1. Making “The Ask”
      Making “THE ASK”
      Marjorie Clifton
      Coqui Communications
    • 2. Know Your Audience
    • 3. Who Is Your Audience
      Who Is Your Audience?
      General public
      Potential Donor
      What do we know about each of these audiences? What will make them feel good about themselves?
    • 4.
    • 5.
    • 6. Insert Anthony Weiner photo
    • 7. What do THEY want?
      General public: want to know they did something good, that they helped, that they made a difference in someone’s life (because that makes them feel good).
      Media: wants to be good at their job by getting the good story; that they made a difference in someone’s life (because that makes them feel good).
      Potential Donor: wants to know that their money is well spent and will make a real difference in someone’s life (because that makes them feel good).
      Legislator: wants to get re-elected; wants to make a difference in someone’s life (because that makes them feel good).
    • 8. Insert corporate superman pic or joe cool
    • 9. Google Stalking
      Google Stalking…It’s Not Just for Bad Dates
    • 10. Prepare Your Message
    • 11. Myths of Message Development
      1. Message is about what I care about.
      Message is a rational explanation of why you are right.
      Message must have a million facts to be believable.
      4. Message must change and be flexible to stay
    • 12. Don’t take it personally, but….
    • 13. Truths of Message Development
      Message is about your audience, not about
      2. Message is emotional, not rational.
      3. Message only needs a few clear facts to be
      4. Message must be repeated to be
    • 14. Don’t Freak Out And Call Your Mother Yet…..think about it.
      Why do people give a dollar at the check out for the Red Cross?
      Why do people show up on the Capitol steps wearing red t-shirts?
      Because they help someone in a short amount of time and that makes them feel better about themselves.
    • 15. Build Your Message
      1. TAKEAWAY- What do they do/think/feel?
      2. LEAD- How do I make them believe?
      3. CONNECT- How do I get them listening?
    • 16. For Example…
      Takeaway- Vote for HB 101 to save taxpayer dollars by using mental health resources more effectively.
      Lead- More than 1,000,000 Texans suffer from mental illness that leaves them helpless and homeless. They cost us $50M a year in taxes.
      Connect- You can millions of the constituents in your district happy by a simple vote.
    • 17. Message Delivery
      Message Delivery
      Connect Lead Takeaway
    • 18. Statements that are NOT a clear takeaway
      “Visit our website”
      “Learn more”
      “Join us”
      4. “Take action”
      “Educate yourself”
      6. “Don’t be a victim”
    • 19. Statements that ARE a clear takeaway
      “Visit our website and sign up for our action
      “Call your Congressman and tell them to
      vote yes on HB 123”
      “Write a check and mail it back today”
      4. “Sign our online petition”
    • 20. Key Tips On Delivery
      Only try to accomplish ONE thing
    • 21. Connect with your audience
      First they have to like you, then they’ll listen to you.
      2. Make your point and make it fast.
      It needs to be true.
      4. It can’t be horrific, even if it was.
      People want to feel but they don’t want to
      feel terrible.
      Connect With Your Audience
    • 22. YOU are also the Message
    • 23. Word Choice
      Voice Tone
      Body Language
    • 24.
    • 25. Online
    • 26. Facebook
      More  than  400  million  active  users        
      50%  of  our  active  users  log  on  to  Facebook  in   any  given  day          
      Average  user  has  130  friends          
      People  spend  over  500  billion  minutes  per   month  on  Facebook
    • 27.
    • 28.
    • 29. Marjorie Clifton
      Coqui Communications
      202-510-5275 (direct)
      202-277-8791 (office)