This topic summarizes a method for generating "Talking Points."
Use the 27/9/3 formula:
- 27 words
- Takes 9 seconds to say
- Makes three major points.
Message Box
The message box is a tool to allow a message designer to anticipate what the opponent with say about a primary message, and then the primary message should be modified to defeat their reaction.
|
...about us |
...about them |
What we say... |
This is our primary message |
This is how we respond to their primary message |
What they say... |
This is what they say about our message. |
This is their primary message |
- Take away our opponents positive message.
- Build our own positives
Ads which draw contrasts move more votes than any other type of ad.
--
Raymond Lutz - 2008-08-01