Creating Message

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