Developing Messages

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Testing the message
Once you think you have found the right message, start testing it. You don’t have to spend tens of thousands of euros on focus groups. Go out into the street or to the pub next door and talk to those people you know are potential voters (it is probably not a good idea to start with a 62-year-old conservative banker). Introduce your message in a normal conversation and observe the reaction. Or be open and frank and say: “I believe the Greens deserve your vote, because…”, then ask your counterpart if he or she agrees.

Spread your message:
After you have found the perfect message, internalise it. You should be able to recite it quickly, like a shot, even as you lie awake in the middle of the night.
After internalising it, start spreading it. As the leitmotif of your campaign, you can include your message in:

  • the interviews of your candidates
  • direct talks with citizens
  • your most important campaign material (newspapers, flyers, commercials, etc.)
  • your online communication (website, blogs, social networks)

Of utmost importance: never tire of repeating it again and again. Always remember: only when you can no longer bear hearing it, will the journalists start to recognise it. And only if the journalists cannot bear it any longer, will the voters start to remember it. This is precisely what you want! Therefore, the rule is: One message, a thousand voices! (Not the other way round.)

What is the difference between the message and a slogan?
The message is not identical to the main slogans on your posters. But these slogans, which consist only of a few words, should be a condensed version of the message, which consists of a few sentences.

[Click here for Best Practice Examples]

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