It is important not to confuse a problem with an issue.
A problem is a condition that needs addressing, such as economic problems.
An issue is a solution or partial solution to a problem, such as increased investment in education and small business to address problems with the economy.
As you consider what issues your campaign will address through its message, there are two important things to remember.
FIRST, how important is this particular issue to your target audience?
SECOND, which authoritative figure has the better position on this issue in the eyes of the voters?
Too often, campaign either focus on issues that are not important to audience, ignoring more important issues, or they focus on issues where their other opponents’ can claim a certain amount of credibility or a better position on the issue.
Most of us (including the campaign manager and campaign machinery) often wrongly believe that it is possible to change audience’s minds about their positioning on issues.
From a psychological standpoint, it is very difficult to change a person’s mind about any issue; it is much easier to turn the focus of the debate onto issues where our authoritative figure is well positioned.
Why should our authoritative figure spend scarce resources trying to change people’s minds about issue when he can immediately get favourable attention talking about issue?