It all comes down to messaging.

Let’s say you’re a candidate or maybe a community activist group or other non-profit campaigning for or against some legislation or cause. You do everything you’re supposed to do. Textbook campaigning, but you lose.

If you’re lucky, you lost big.

One of our writers has a t-shirt in his closet for a candidate for whom he worked, but who lost after two recounts by six votes. That was 20 years ago and he’s still thinks about what he could have done to move just four votes their way. That’s all he had to do.  One vote, the margin between victory and defeat.  Just four votes total. He’d wear that t-shirt now and then, but it no longer fits. Better to lose big and walk away.

Why did you lose? Well, for lots of reasons, some of which you couldn’t have done anything about, whatever your budget. There is, however, one thing you might have done better. It’s call “messaging.”

It’s not enough going door-to-door, doing mailings, handing out literature, running TV commercials if you can afford them, shaking hands and introducing yourself, even making stump speeches anywhere and everywhere you can. That’s all good, but it’s not just what do. Even more important, it’s what you have say that counts. What’s the message? What are you selling and how are you describing it in terms that compel people to vote for you or your issue?

“Product Differentiation” is Marketing 101. In a crowded, competitive field, if you don’t stand out, if you don’t differentiate yourself from your opponents – in a good way of course – you’re wasting your time and money.

“Standing out” doesn’t mean shouting.

And it certainly doesn’t making untrue or unseemly assertions. It means crafting your ideas and the precise language you use to describe them in ways that are bold and that make so much sense they cannot be denied. And that’s where we come in.

What, precisely, are we talking about? What, specifically, can we do to make your messaging more effective? More likely to win? Here’s the deal… Get in touch with us, by telephone or email, introduce yourself and send us a sample of the messaging you’re now using. We’ll look at it and give you our comments. We’ll tell you what we think, but not necessarily what you want to hear. Hire us or don’t, at least you’ll have a professional, independent opinion of what’s good and not so good about your pitch. And none of that will cost you dime.

Our telephone number is 443-844-3160. Leave a message if you get voice mail. Our email address is [email protected]. We’re looking forward to hearing from you.


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