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Developing and Delivering a Winning Message Contact:  [email_address]
IT BEGINS WITH YOU <ul><li>Know yourself. </li></ul><ul><li>Formulate your message. </li></ul><ul><li>Deliver your message...
What is a campaign message?
A message… <ul><ul><li>Conveys the reason you are running. </li></ul></ul><ul><ul><li>Illustrates why you are the most qua...
A message is not… <ul><ul><li>Your stump speech. </li></ul></ul><ul><ul><li>Your campaign slogan. </li></ul></ul><ul><ul><...
The Most Important Rule of an Effective Message <ul><ul><li>It can be repeated, over and over again. </li></ul></ul><ul><u...
1. Start with You. <ul><li>Know yourself. </li></ul><ul><li>The more open you are to the voters, the more open they will b...
The Political Vision Statement <ul><li>VALUES: What are your core political values?  Who/what are the sources of these val...
Research Yourself <ul><li>Four major  personal  areas of attack: </li></ul><ul><li>Education </li></ul><ul><li>Business / ...
Research the Opposition <ul><li>Conduct a thorough review of your opponent: </li></ul><ul><li>Bad votes </li></ul><ul><li>...
2. Know Your Voters <ul><ul><li>VS. </li></ul></ul>
Find the Connections <ul><ul><li>Where do your values and your voters’ values coincide? </li></ul></ul><ul><ul><li>What ca...
Polling <ul><ul><li>Baseline polls : conducted at the outset of the campaign to identify the issues that will frame the el...
Focus Groups <ul><ul><li>Usually two hours. </li></ul></ul><ul><ul><li>Structured and moderated discussions among a small ...
3. Possible Messages
The Message Box What our opponent is saying about her/himself What we’re saying about our opponent What our opponent is sa...
Developing a Message Box Strengths Values Interests Weaknesses Vulnerabilities Stereotypes Weaknesses Vulnerabilities Ster...
Message Box Illustration
The Structure of  an Effective Message* * ™ Jennie Blackton 2009   <ul><ul><li>Why are you running?  </li></ul></ul><ul><u...
4. Delivering Your Message <ul><ul><li>Literature </li></ul></ul><ul><ul><li>Direct mail  </li></ul></ul><ul><ul><li>Fundr...
The Seven Habits of Highly Effective Messengers <ul><ul><li>Establish Your Credibility </li></ul></ul><ul><ul><li>Make it ...
Stump speech – tips for writing* <ul><li>Write in phrases that are easy to understand by regular folk.  </li></ul><ul><li>...
Stump Speech Delivery Do’s* <ul><li>Be respectful </li></ul><ul><li>Act with professional passion </li></ul><ul><li>Delive...
Stump Speech Delivery Don’ts* <ul><li>Veer off the subject listed on the agenda </li></ul><ul><li>Address their message (b...
Contact: Progressive Majority www. progressivemajority .org
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Candidate Training - Developing and Delivering a Winning Message

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Create a winning campaign message that will captivate audiences and inspire voters.

Learn and do. Run for office with Progressive Majority's help: http://www.progressivemajority.org/run-office

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Candidate Training - Developing and Delivering a Winning Message

  1. 1. Developing and Delivering a Winning Message Contact: [email_address]
  2. 2. IT BEGINS WITH YOU <ul><li>Know yourself. </li></ul><ul><li>Formulate your message. </li></ul><ul><li>Deliver your message…EFFECTIVELY! </li></ul>
  3. 3. What is a campaign message?
  4. 4. A message… <ul><ul><li>Conveys the reason you are running. </li></ul></ul><ul><ul><li>Illustrates why you are the most qualified candidate. </li></ul></ul><ul><ul><li>Explains what you will do to improve the lives of those in your community once elected. </li></ul></ul>“ [A message is] a limited body of truthful information which is consistently conveyed by a candidate and an organization in order to provide the persuasive reasons for an audience to choose, and act on behalf of their choice of, our candidate.” — Paul Tully, former director of the Democratic National Committee
  5. 5. A message is not… <ul><ul><li>Your stump speech. </li></ul></ul><ul><ul><li>Your campaign slogan. </li></ul></ul><ul><ul><li>The copy on your website. </li></ul></ul><ul><ul><li>Issue or group of issues on which you are running. </li></ul></ul>Your message is the content that is delivered through these methods
  6. 6. The Most Important Rule of an Effective Message <ul><ul><li>It can be repeated, over and over again. </li></ul></ul><ul><ul><ul><li>By you. </li></ul></ul></ul><ul><ul><ul><li>By your volunteers. </li></ul></ul></ul><ul><ul><ul><li>By your supporters. </li></ul></ul></ul><ul><ul><ul><li>By the media. </li></ul></ul></ul><ul><ul><ul><li>By your opponent. </li></ul></ul></ul>
  7. 7. 1. Start with You. <ul><li>Know yourself. </li></ul><ul><li>The more open you are to the voters, the more open they will be to you. </li></ul><ul><li>Build a sense of confidence and an air of inevitability. </li></ul>
  8. 8. The Political Vision Statement <ul><li>VALUES: What are your core political values?  Who/what are the sources of these values? </li></ul><ul><li>ISSUES: What would you like to accomplish in your political career?  Whose lives would you like to improve?  Why? </li></ul>
  9. 9. Research Yourself <ul><li>Four major personal areas of attack: </li></ul><ul><li>Education </li></ul><ul><li>Business / Employment </li></ul><ul><li>Financial </li></ul><ul><li>Personal </li></ul><ul><li>And don’t forget professional attack: </li></ul><ul><li>Voting record (once elected/appointed) </li></ul>
  10. 10. Research the Opposition <ul><li>Conduct a thorough review of your opponent: </li></ul><ul><li>Bad votes </li></ul><ul><li>Controversial statements </li></ul><ul><li>Issue positions and related campaign contributions </li></ul><ul><li>Absenteeism/voter history </li></ul><ul><li>Inappropriate behavior </li></ul>
  11. 11. 2. Know Your Voters <ul><ul><li>VS. </li></ul></ul>
  12. 12. Find the Connections <ul><ul><li>Where do your values and your voters’ values coincide? </li></ul></ul><ul><ul><li>What can you say that captures their interest? </li></ul></ul><ul><ul><li>How can you grab their attention….and hold it? </li></ul></ul><ul><ul><li>What do they need? </li></ul></ul><ul><ul><li>What can you offer? </li></ul></ul>
  13. 13. Polling <ul><ul><li>Baseline polls : conducted at the outset of the campaign to identify the issues that will frame the election and help determine an overall message strategy. </li></ul></ul><ul><ul><li>Tracking polls: build on the initial baseline poll and are conducted later in the campaign, often repeatedly, to monitor the campaign’s progress and identify message modifications that may become necessary. </li></ul></ul>
  14. 14. Focus Groups <ul><ul><li>Usually two hours. </li></ul></ul><ul><ul><li>Structured and moderated discussions among a small group of pre-screened individuals. (Usually likely voters) </li></ul></ul><ul><ul><li>Center the discussion around those issues the campaign wishes to explore in detail. </li></ul></ul><ul><ul><li>Cost is between $2,000 and $5,000 each. </li></ul></ul>
  15. 15. 3. Possible Messages
  16. 16. The Message Box What our opponent is saying about her/himself What we’re saying about our opponent What our opponent is saying about us What we’re saying about us
  17. 17. Developing a Message Box Strengths Values Interests Weaknesses Vulnerabilities Stereotypes Weaknesses Vulnerabilities Stereotypes Strengths Values Interests
  18. 18. Message Box Illustration
  19. 19. The Structure of an Effective Message* * ™ Jennie Blackton 2009 <ul><ul><li>Why are you running? </li></ul></ul><ul><ul><li>What's the problem? Who's hurting? </li></ul></ul><ul><ul><li>What are your experiences with this problem? </li></ul></ul><ul><ul><li>What creative solutions do you offer? </li></ul></ul><ul><ul><li>What's standing in the way? </li></ul></ul><ul><ul><li>Opponent? Apathy? Lack of information?   </li></ul></ul><ul><ul><li>Therefore, what do you want? ASK! </li></ul></ul>
  20. 20. 4. Delivering Your Message <ul><ul><li>Literature </li></ul></ul><ul><ul><li>Direct mail </li></ul></ul><ul><ul><li>Fundraising </li></ul></ul><ul><ul><li>Press </li></ul></ul><ul><ul><li>Visibility </li></ul></ul><ul><ul><li>Internet </li></ul></ul><ul><ul><li>Email </li></ul></ul><ul><ul><li>Blog </li></ul></ul><ul><ul><li>TV </li></ul></ul><ul><ul><li>Radio </li></ul></ul>
  21. 21. The Seven Habits of Highly Effective Messengers <ul><ul><li>Establish Your Credibility </li></ul></ul><ul><ul><li>Make it Relevant </li></ul></ul><ul><ul><li>Establish Contrast </li></ul></ul><ul><ul><li>Tell the Truth </li></ul></ul><ul><ul><li>Keep it Simple </li></ul></ul><ul><ul><li>Make a Connection </li></ul></ul><ul><ul><li>Repeat, Repeat, Repeat </li></ul></ul>
  22. 22. Stump speech – tips for writing* <ul><li>Write in phrases that are easy to understand by regular folk. </li></ul><ul><li>Ask questions of the audience to keep them involved. </li></ul><ul><li>No policy-wonk talk. </li></ul><ul><li>Write paragraphs on one subject that can be excerpted for a specific audience, and drop them for another. </li></ul><ul><li>Make sure your staff, your volunteers, your phone bankers, your precinct walkers are all on the same message. </li></ul><ul><li>Practice your speech until you know it by heart. If your staff isn’t sick of hearing it, you’re not saying it enough. </li></ul>* ™ Jennie Blackton 2009
  23. 23. Stump Speech Delivery Do’s* <ul><li>Be respectful </li></ul><ul><li>Act with professional passion </li></ul><ul><li>Deliver our message </li></ul><ul><li>Stay on the subject; say “lets go back to the subject at hand” </li></ul><ul><li>Talk to the audience </li></ul><ul><li>Put your mic below your chin </li></ul><ul><li>Spray glasses with non-glare spray </li></ul><ul><li>Look and speak to the camera </li></ul><ul><li>Wear more solid colors </li></ul>* ™ Jennie Blackton 2009
  24. 24. Stump Speech Delivery Don’ts* <ul><li>Veer off the subject listed on the agenda </li></ul><ul><li>Address their message (but you can correct misinformation) </li></ul><ul><li>Allow constant interruptions in sound </li></ul><ul><li>Talk too fast, too slow, or too softly </li></ul><ul><li>Take nervous, gasping breaths </li></ul><ul><li>Mumble or allow our voice to become shrill </li></ul><ul><li>Speak in monotone </li></ul><ul><li>Use gestures that send the wrong message </li></ul>* ™ Jennie Blackton 2009
  25. 25. Contact: Progressive Majority www. progressivemajority .org

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