There are two important things you need to remember about audience in campaign.
The FIRST is what is important to them and the SECOND is their sources of information.
Take a minute to think, what are the most important issues in the average person minds?
The point is that you and your campaign are pretty low in the average person list of priorities and rightly so.
All of the other things higher on the list will have much more direct impact on their lives in the very short term and, with a little attention from them, they too will have much more impact on those things.
The second thing to remember is that audience are being bombarded with information every day.
They get news on television and the radio, they get reports at work, they get advertisements all the time, and they hear that juicy piece of gossip about the neighbour down the street.
The campaign message has to break through that thick wall of other information. Audience will give us a minute or two of their precious time and attention. We must not waste it.
That is why we must come up with a clear, concise message and spend a lot of money making sure our target audience sees, hears and tastes that message as many times as possible.
This said, you should have the greatest respect for the audience. They can see through an insincere message quicker than the we (the campaign) can say it.
There are a number of criteria that make up a strong message.
1. A Message Must Be Short
Audience have very little patience for listening to long-winded message. If you cannot effectively deliver your message to a voter in less than one minute, then you will surely lose that audience’s attention and probably their vote.
2. A Message Must Be Truthful and Credible
In addition, the message should be believable.
3. A Message Must Be Persuasive and Important To Audience
We must talk about topics that are important to the target audience. These topics will often be problems that audience face every day in their lives, not issues that we think are important .
4. A Message Must Show Contrast
We need to make it clear to the audience how our campaign are different from the other campaign in the race by contrasting with them.
5. A Message Must Be Clear and Speak To the Heart
The message must be delivered in language the voters use and understand easily.
Creating a visual image in the minds of voters is much better. Talk about people, things and real life situations to describe abstract ideas, such as “economic policy.”
This means that we must find a way to tie our campaign message to the core values of the audience and make it clear that we understand the problems they face every day.
6. A Message Must Be Targeted
If our campaign message speaks to everyone, then in reality, it speaks to no one.
The audience are different from those who will not vote for us and both groups have different concerns.
Our campaign must determine what these differences are and address our message to our likely supporters.
In many cases, audience just need clear information about who really represents their interests.
If they have that information, they make the choice that leaning toward us.
7. A Message Must Be Repeated Again And Again
We must repeat that same message at every opportunity.
Just because you say something does not mean they are listening or will remember what you said.
For the message to register with the audience, they have to hear the same message many times in many different ways.
So, if we change our message, we are only confusing the audience.