The Art and Science of Message Development

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The Art and Science of Message Development

• (Alternately Titled,
• We dont know jack _at_!)

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Multiple messages from multiple messengers for
multiple constituencies.
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Can you hear me now? Good.
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Gentlemans Domain The Official Catalog of
Things Men Want.
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Femail Creations Gifts to Inspire Women and
Girls.
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Multiple messages from multiple messengers for
multiple constituencies.
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I did not inhale.
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I did not have sexual relations with that woman.
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Rush Limbaugh is a big stupid idiot.
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Profit vs. Prayer. Vote NO on the Street Bonds.
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Stop Tax Waste. Vote NO on the Street Bonds.
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A Good Message Is

• Targeted
• Truthful
• Concise
• Convincing
• Contrasting
• Consistent

• Sky Mall, Petroglyphs
• Rush, not Bill (inhale), really not Bill (sex)
• Rush, Bill Inhaler
• Rush, not Bill (inhale), really not Bill (sex)
• Petroglyphs
• Can you hear me now?

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Multiple messages from multiple messengers for
multiple constituencies.
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Research

• Opposition, Self, Issues
• Polling and Focus Groups

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Warning! Put on your bifocals!
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Survey Results
Cross tabs give you multiple constituencies with
the messages and messengers that are appealing.
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Message Box

• We/Ourselves They/Themselves
• They/Us We/Them

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Multiple messages from multiple messengers for
multiple constituencies.
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Final Thoughts

• Wheel of Fortune vs. NPR
• Rush repetition vs. truth
• Multiple messages from multiple messengers for
  multiple constituencies.

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Multiple messages from multiple messengers for
multiple constituencies.