Tell the voters why they should care

When you're developing your message and the campaign speeches that go with it, keep in mind that voters don't pay attention to most issues in detail. And if they don't understand what you're talking about, you won't persuade them to vote for you. 

The term "kitchen table issues" is often used in campaigns. They are issues that people sit and talk about around the kitchen table. You want to make the central message of your campaign something that voters might talk about at the kitchen table. 

Possibly the best example of making something a kitchen table issue is the fight against Obamacare's predecessor -- Hillarycare. 

Check out these "Harry & Louise" ads to see how effective making an issues into a kitchen table issue can be. 

When you create your ads and when you write you speeches, ask yourself: why should Harry & Louise care?

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