What is your message? And is it the correct message?
You may have a message clearly articulated, and you may be disciplined enough to repeat it ad nauseam, but what if it's the wrong message? The wrong message, repeated flawlessly and with great stories to illustrate it, is like getting to the top of the ladder, only to discover that it was leaning against the wrong wall.
So how do you determine if your message is the right message? Here are three questions to ask:
1. What are my strengths and weaknesses?
2. What are my opponent's strengths and weaknesses?
3. What do the voters care about?
You want a message that plays to your strengths, avoids your weaknesses and, if possible, exposes your opponents weaknesses. And of course, it must be something the voters care about.
If you're talking about building a shiny new city hall that is desperately needed but 20% of your voters are out of work, you're probably talking about the wrong thing.
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