Building Block #3: Messaging
YOU DON'T GET TO PICK YOUR VOTERS, THEY PICK YOU
Messaging is about who you are, what you want to say, how you say it, and how your message relates to your voters. Understanding voter concerns and articulating your ideas and qualifications in a clear and powerful way can set you apart from your opposition. Take the time to develop, practice, and refine your message just as you would your campaign budget and strategy.
Two cautionary notes about messaging. First, if your message is not resonating with voters, be willing to change your message, your delivery, or both. Secondly, many new candidates fall into the trap of believing the power of their message will allow them to bypass the building blocks of math and money. This rarely leads to success. Good messaging, while important, is only effective if the campaign knows who to target and has the resources to get the message out.
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