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.
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
Ads which draw contrasts move more votes than any other type of ad.
- Take away our opponents positive message.
- Build our own positives
-- Raymond Lutz