| Crafting an Effective Message |
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 Crafting an effective message requires that you consider not only what you want to convey, but also what your opponent will say in response. Each issue can be broken down into 4 basic categories, traditionally referred to as the Tully message box...
Here is a paragraph from a 2006 story on creating your message and the Tully box... Staying on message is critical for a successful campaign but it is most effective when your campaign has spent the time doing research, spending the money on a benchmark poll, and taking the time to brainstorm the campaign’s message using the Tully message box. You can use the message box generally and also for specific issues. Your campaign will find it not only helpful in forming message for your campaign but also understanding what attacks you will face from your opponent. The Republican candidate above will attack the Democrat for being a “tax and spend Liberal” and using the pay raise issue as a political ploy. Knowing that that response is coming, your campaign can develop an answer beforehand. Developing your message is a critical part of the campaign and will give it focus till Election Day. Make sure you take the time to break down your message so that you are adequately prepared for whatever curveballs are thrown your way on the campaign trail.
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