Time-bound Though you may have only one or two concrete goals, you need to be precise about how you will achieve them through the use of media.
Remember the rule of three Test them Formats for documenting your messaging. Why do I want key messages?
Messages are the words that help you deliver your narrative. Why is focus so important? The idea is that an ad has to be seen multiple times before a consumer will a notice and b respond favorably e. You have to stick with it. If you work in politics or on an issue-based campaign you must understand what a frame is.
Before you develop your messages you should have a narrative in place — it guides your messaging.
And know the three modes of persuasion. Three features of great key messages The standard I always set myself when I create messages: That might be all the airtime you get; Consistent — Messages must be repeated if they are to sink in.
By being concise you have more control over the message your audience hears. By saying less you have more control. Repeating your key messages goes to exactly what Luntz says — you have to keep repeating them because the tenth time you say it is probably the first time the audience has heard it.
You may have to say it a hundred times for it to sink in. This is a key part of framing: Being clear is straightforward. You must appeal to the emotion of your audience.
People will remember the way they felt long after they have forgotten the facts. Be careful with numbers If numbers will help you tell your story, use them.
Drew Westen points out how Al Gore could have done it differently in his first debate against George Bush.
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