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<div class=Section1>
<p class=MsoNormal><b><font size=4 face="Times New Roman"><span
style='font-size:14.0pt;font-weight:bold'>Us: American fair trade policy
reformers <o:p></o:p></span></font></b></p>
<p class=MsoNormal><b><font size=4 color=silver face="Times New Roman"><span
style='font-size:14.0pt;color:silver;font-weight:bold'>Them:
NeoCon-Keepers-of-the-NAFTA-status-quo </span></font></b><b><font size=4
color=blue><span style='font-size:14.0pt;color:blue;font-weight:bold'><o:p></o:p></span></font></b></p>
<p class=MsoNormal><b><font size=3 color=gray face="Times New Roman"><span
style='font-size:12.0pt;color:gray;font-weight:bold'><o:p> </o:p></span></font></b></p>
<p class=MsoNormal><font size=3 face="Times New Roman"><span style='font-size:
12.0pt'>
|<o:p></o:p></span></font></p>
<p class=MsoNormal><b><font size=3 face="Times New Roman"><span
style='font-size:12.0pt;font-weight:bold'>Positive <font color=blue><span
style='color:blue'>– Us on Us</span></font>
</span></font></b> |
<font color=silver><span style='color:silver'>Positive – Them on Them</span></font><o:p></o:p></p>
<p class=MsoNormal><b><font size=3 face="Times New Roman"><span
style='font-size:12.0pt;font-weight:bold'>What do we say about
ourselves </span></font></b>|
<font color=gray><span style='color:gray'>What they say about themselves</span></font><font
color=navy><span style='color:navy'><o:p></o:p></span></font></p>
<div style='border:none;border-bottom:solid windowtext 1.5pt;padding:0in 0in 1.0pt 0in'>
<p class=MsoNormal><font size=3 face="Times New Roman"><span style='font-size:
12.0pt'>
|<o:p></o:p></span></font></p>
</div>
<p class=MsoNormal><font size=3 face="Times New Roman"><span style='font-size:
12.0pt'>
|<o:p></o:p></span></font></p>
<p class=MsoNormal><font size=3 color=silver face="Times New Roman"><span
style='font-size:12.0pt;color:silver'>Negative – Them on us</span></font><font
color=gray><span style='color:gray'>
</span></font> |
<b><span style='font-weight:bold'>Negative<font color=blue><span
style='color:blue'> – Us on Them</span></font></span></b><o:p></o:p></p>
<p class=MsoNormal><font size=3 color=gray face="Times New Roman"><span
style='font-size:12.0pt;color:gray'>What they say about us</span></font>
<font
color=blue><span style='color:blue'> </span></font>|
<b><span style='font-weight:bold'>What we say about them</span></b><o:p></o:p></p>
<p class=MsoNormal><font size=3 face="Times New Roman"><span style='font-size:
12.0pt'>
|<o:p></o:p></span></font></p>
<p class=MsoNormal><font size=3 color=blue face="Times New Roman"><span
style='font-size:12.0pt;color:blue'><o:p> </o:p></span></font></p>
<p class=MsoNormal><font size=2 color=blue face="Trebuchet MS"><span
style='font-size:10.0pt;font-family:"Trebuchet MS";color:blue'><o:p> </o:p></span></font></p>
<p class=MsoNormal><b><font size=4 color=navy face="Times New Roman"><span
style='font-size:14.0pt;color:navy;font-weight:bold'>
</span></font></b><b><u><font size=4><span style='font-size:14.0pt;font-weight:
bold'>Message Contrast<o:p></o:p></span></font></u></b></p>
<p class=MsoNormal><font size=3 color=navy face="Times New Roman"><span
style='font-size:12.0pt;color:navy'><o:p> </o:p></span></font></p>
<p class=MsoNormal><b><font size=3 color=navy face="Times New Roman"><span
style='font-size:12.0pt;color:navy;font-weight:bold'>We Are About </span></font><font
color=silver><span style='color:silver'>(us)</span></font><font color=navy><span
style='color:navy'> They
Are About</span></font><font color=blue><span style='color:blue'> </span></font><font
color=silver><span style='color:silver'>(them)</span></font><font color=navy><span
style='color:navy'><o:p></o:p></span></font></b></p>
<p class=MsoNormal><font size=3 face="Times New Roman"><span style='font-size:
12.0pt'><o:p> </o:p></span></font></p>
<p class=MsoNormal><font size=3 face="Times New Roman"><span style='font-size:
12.0pt'>Public
interests
Private interests<o:p></o:p></span></font></p>
<p class=MsoNormal><font size=3 face="Times New Roman"><span style='font-size:
12.0pt'>Working People,
Wages
Shareholders, Profits<o:p></o:p></span></font></p>
<p class=MsoNormal><font size=3 face="Times New Roman"><span style='font-size:
12.0pt'>Fairness
Corruption<o:p></o:p></span></font></p>
<p class=MsoNormal><font size=3 face="Times New Roman"><span style='font-size:
12.0pt'>Reform and
Change
Status quo
and the same<o:p></o:p></span></font></p>
<p class=MsoNormal><font size=3 face="Times New Roman"><span style='font-size:
12.0pt'>Sharing
Selfishness<o:p></o:p></span></font></p>
<p class=MsoNormal><font size=3 face="Times New Roman"><span style='font-size:
12.0pt'>Community
Individual <o:p></o:p></span></font></p>
<p class=MsoNormal><font size=3 face="Times New Roman"><span style='font-size:
12.0pt'>Majority Opinion
Corporate Agenda<o:p></o:p></span></font></p>
<p class=MsoNormal><font size=3 face="Times New Roman"><span style='font-size:
12.0pt'>Development
Consumption<o:p></o:p></span></font></p>
<p class=MsoNormal><font size=3 face="Times New Roman"><span style='font-size:
12.0pt'>Sustainable
Short-sighted<o:p></o:p></span></font></p>
<p class=MsoNormal><font size=3 face="Times New Roman"><span style='font-size:
12.0pt'>Data
Theory<o:p></o:p></span></font></p>
<p class=MsoNormal><font size=3 face="Times New Roman"><span style='font-size:
12.0pt'>Creating local
jobs
Outsourcing and offshoring<o:p></o:p></span></font></p>
<p class=MsoNormal><font size=3 face="Times New Roman"><span style='font-size:
12.0pt'>Meritocracy
Oligarchy<o:p></o:p></span></font></p>
<p class=MsoNormal><font size=3 face="Times New Roman"><span style='font-size:
12.0pt'>Health and
Safety
Pollution<o:p></o:p></span></font></p>
<p class=MsoNormal><font size=3 face="Times New Roman"><span style='font-size:
12.0pt'>Future
Investment
Immediate Needs<o:p></o:p></span></font></p>
<p class=MsoNormal><font size=3 color=navy face="Times New Roman"><span
style='font-size:12.0pt;color:navy'><o:p> </o:p></span></font></p>
<p class=MsoNormal><b><font size=3 color=navy face="Times New Roman"><span
style='font-size:12.0pt;color:navy;font-weight:bold'>What We Say About Us<o:p></o:p></span></font></b></p>
<p class=MsoNormal><font size=3 face="Times New Roman"><span style='font-size:
12.0pt'><o:p> </o:p></span></font></p>
<p class=MsoNormal><font size=3 face="Times New Roman"><span style='font-size:
12.0pt'>Fair<o:p></o:p></span></font></p>
<p class=MsoNormal><font size=3 face="Times New Roman"><span style='font-size:
12.0pt'>Justice<o:p></o:p></span></font></p>
<p class=MsoNormal><font size=3 face="Times New Roman"><span style='font-size:
12.0pt'>Sustainability<o:p></o:p></span></font></p>
<p class=MsoNormal><font size=3 face="Times New Roman"><span style='font-size:
12.0pt'>Democracy<o:p></o:p></span></font></p>
<p class=MsoNormal><font size=3 face="Times New Roman"><span style='font-size:
12.0pt'>Majority Opinion<o:p></o:p></span></font></p>
<p class=MsoNormal><font size=3 face="Times New Roman"><span style='font-size:
12.0pt'>Public Interest<o:p></o:p></span></font></p>
<p class=MsoNormal><font size=3 face="Times New Roman"><span style='font-size:
12.0pt'>Honoring Hard Work<o:p></o:p></span></font></p>
<p class=MsoNormal><font size=3 face="Times New Roman"><span style='font-size:
12.0pt'>Stronger Communities<o:p></o:p></span></font></p>
<p class=MsoNormal><font size=3 face="Times New Roman"><span style='font-size:
12.0pt'>Shared Resources<o:p></o:p></span></font></p>
<p class=MsoNormal><font size=3 face="Times New Roman"><span style='font-size:
12.0pt'>Human Rights<o:p></o:p></span></font></p>
<p class=MsoNormal><font size=3 face="Times New Roman"><span style='font-size:
12.0pt'>Environment<o:p></o:p></span></font></p>
<p class=MsoNormal><font size=3 face="Times New Roman"><span style='font-size:
12.0pt'>Better Future<o:p></o:p></span></font></p>
<p class=MsoNormal><font size=3 face="Times New Roman"><span style='font-size:
12.0pt'>Utility<o:p></o:p></span></font></p>
<p class=MsoNormal><font size=3 face="Times New Roman"><span style='font-size:
12.0pt'>Inclusive<o:p></o:p></span></font></p>
<p class=MsoNormal><font size=3 face="Times New Roman"><span style='font-size:
12.0pt'>Jobs<o:p></o:p></span></font></p>
<p class=MsoNormal><font size=3 face="Times New Roman"><span style='font-size:
12.0pt'>Safe Food<o:p></o:p></span></font></p>
<p class=MsoNormal><font size=3 face="Times New Roman"><span style='font-size:
12.0pt'>Solidarity<o:p></o:p></span></font></p>
<p class=MsoNormal><font size=3 face="Times New Roman"><span style='font-size:
12.0pt'>Raise Standard Of Living<o:p></o:p></span></font></p>
<p class=MsoNormal><font size=3 face="Times New Roman"><span style='font-size:
12.0pt'>Family Unity<o:p></o:p></span></font></p>
<p class=MsoNormal><font size=3 face="Times New Roman"><span style='font-size:
12.0pt'>Preserving Community<o:p></o:p></span></font></p>
<p class=MsoNormal><font size=3 face="Times New Roman"><span style='font-size:
12.0pt'>Shared Responsibility<o:p></o:p></span></font></p>
<p class=MsoNormal><font size=3 face="Times New Roman"><span style='font-size:
12.0pt'>National Sovereignty<o:p></o:p></span></font></p>
<p class=MsoNormal><font size=3 face="Times New Roman"><span style='font-size:
12.0pt'>Local Control<o:p></o:p></span></font></p>
<p class=MsoNormal><font size=3 face="Times New Roman"><span style='font-size:
12.0pt'>Investment in Future<o:p></o:p></span></font></p>
<p class=MsoNormal><font size=3 face="Times New Roman"><span style='font-size:
12.0pt'>Healthcare<o:p></o:p></span></font></p>
<p class=MsoNormal><font size=3 face="Times New Roman"><span style='font-size:
12.0pt'>Prosperity<o:p></o:p></span></font></p>
<p class=MsoNormal><font size=3 color=navy face="Times New Roman"><span
style='font-size:12.0pt;color:navy'><o:p> </o:p></span></font></p>
<p class=MsoNormal><b><font size=3 color=navy face="Times New Roman"><span
style='font-size:12.0pt;color:navy;font-weight:bold'>What We Say About Them<o:p></o:p></span></font></b></p>
<p class=MsoNormal><font size=3 face="Times New Roman"><span style='font-size:
12.0pt'><o:p> </o:p></span></font></p>
<p class=MsoNormal><font size=3 face="Times New Roman"><span style='font-size:
12.0pt'>Greedy, Self-Serving Profit-Driven <o:p></o:p></span></font></p>
<p class=MsoNormal><font size=3 face="Times New Roman"><span style='font-size:
12.0pt'>More of the Same Status Quo<o:p></o:p></span></font></p>
<p class=MsoNormal><font size=3 face="Times New Roman"><span style='font-size:
12.0pt'>Failed Elite<o:p></o:p></span></font></p>
<p class=MsoNormal><font size=3 face="Times New Roman"><span style='font-size:
12.0pt'>Uninformed Spin Doctors<o:p></o:p></span></font></p>
<p class=MsoNormal><font size=3 face="Times New Roman"><span style='font-size:
12.0pt'>Ignoring Incoming Data<o:p></o:p></span></font></p>
<p class=MsoNormal><font size=3 face="Times New Roman"><span style='font-size:
12.0pt'>Criminal Corporate Cronies <o:p></o:p></span></font></p>
<p class=MsoNormal><font size=3 face="Times New Roman"><span style='font-size:
12.0pt'>Anti-Democratic Wall Street Fat Cats<o:p></o:p></span></font></p>
<p class=MsoNormal><font size=3 face="Times New Roman"><span style='font-size:
12.0pt'>Tax Evaders<o:p></o:p></span></font></p>
<p class=MsoNormal><font size=3 face="Times New Roman"><span style='font-size:
12.0pt'>Offshoring Outsourcers<o:p></o:p></span></font></p>
<p class=MsoNormal><font size=3 face="Times New Roman"><span style='font-size:
12.0pt'>Theoretical Market Fundamentalists<o:p></o:p></span></font></p>
<p class=MsoNormal><font size=3 face="Times New Roman"><span style='font-size:
12.0pt'>Short-Sided Polluters<o:p></o:p></span></font></p>
<p class=MsoNormal><font size=3 face="Times New Roman"><span style='font-size:
12.0pt'>Racing to the Bottom<o:p></o:p></span></font></p>
<p class=MsoNormal><font size=3 face="Times New Roman"><span style='font-size:
12.0pt'>Insiders Using Astroturf<o:p></o:p></span></font></p>
<p class=MsoNormal><font size=3 face="Times New Roman"><span style='font-size:
12.0pt'>On Corporate Welfare<o:p></o:p></span></font></p>
<p class=MsoNormal><font size=3 face="Times New Roman"><span style='font-size:
12.0pt'>Trickle Down Knuckle Draggers<o:p></o:p></span></font></p>
<p class=MsoNormal><font size=3 face="Times New Roman"><span style='font-size:
12.0pt'>Antiquated Ideologues<o:p></o:p></span></font></p>
<p class=MsoNormal><font size=3 face="Times New Roman"><span style='font-size:
12.0pt'>Imperialist Fascist Neocons<o:p></o:p></span></font></p>
<p class=MsoNormal><font size=3 face="Times New Roman"><span style='font-size:
12.0pt'><o:p> </o:p></span></font></p>
<p class=MsoNormal><font size=3 color=silver face="Times New Roman"><span
style='font-size:12.0pt;color:silver'>What They Say About Us<o:p></o:p></span></font></p>
<p class=MsoNormal><font size=3 color=silver face="Times New Roman"><span
style='font-size:12.0pt;color:silver'><o:p> </o:p></span></font></p>
<p class=MsoNormal><font size=3 color=silver face="Times New Roman"><span
style='font-size:12.0pt;color:silver'>Protectionist and Isolationist<o:p></o:p></span></font></p>
<p class=MsoNormal><font size=3 color=silver face="Times New Roman"><span
style='font-size:12.0pt;color:silver'>Anti-<st1:PersonName w:st="on">Trade
Activists</st1:PersonName><o:p></o:p></span></font></p>
<p class=MsoNormal><font size=3 color=silver face="Times New Roman"><span
style='font-size:12.0pt;color:silver'>Ill-Informed Naïve Luddites<o:p></o:p></span></font></p>
<p class=MsoNormal><font size=3 color=silver face="Times New Roman"><span
style='font-size:12.0pt;color:silver'>Anti-Development<o:p></o:p></span></font></p>
<p class=MsoNormal><font size=3 color=silver face="Times New Roman"><span
style='font-size:12.0pt;color:silver'>Dangerous Radicals<o:p></o:p></span></font></p>
<p class=MsoNormal><font size=3 color=silver face="Times New Roman"><span
style='font-size:12.0pt;color:silver'>Anti Business<o:p></o:p></span></font></p>
<p class=MsoNormal><font size=3 color=silver face="Times New Roman"><span
style='font-size:12.0pt;color:silver'>Tree Hugger Hippies<o:p></o:p></span></font></p>
<p class=MsoNormal><font size=3 color=silver face="Times New Roman"><span
style='font-size:12.0pt;color:silver'>Extreme Idealists<o:p></o:p></span></font></p>
<p class=MsoNormal><font size=3 color=silver face="Times New Roman"><span
style='font-size:12.0pt;color:silver'>Uneducated Smoot Hawley Lovers<o:p></o:p></span></font></p>
<p class=MsoNormal><font size=3 color=silver face="Times New Roman"><span
style='font-size:12.0pt;color:silver'>Backwards In The Past<o:p></o:p></span></font></p>
<p class=MsoNormal><font size=3 color=silver face="Times New Roman"><span
style='font-size:12.0pt;color:silver'>Myopic<o:p></o:p></span></font></p>
<p class=MsoNormal><font size=3 color=silver face="Times New Roman"><span
style='font-size:12.0pt;color:silver'>Emotional<o:p></o:p></span></font></p>
<p class=MsoNormal><font size=3 color=silver face="Times New Roman"><span
style='font-size:12.0pt;color:silver'>Communist, Socialist Anarchists<o:p></o:p></span></font></p>
<p class=MsoNormal><font size=3 color=silver face="Times New Roman"><span
style='font-size:12.0pt;color:silver'><o:p> </o:p></span></font></p>
<p class=MsoNormal><font size=3 color=silver face="Times New Roman"><span
style='font-size:12.0pt;color:silver'>What They Say About Them<o:p></o:p></span></font></p>
<p class=MsoNormal><font size=3 color=silver face="Times New Roman"><span
style='font-size:12.0pt;color:silver'><o:p> </o:p></span></font></p>
<p class=MsoNormal><font size=3 color=silver face="Times New Roman"><span
style='font-size:12.0pt;color:silver'>Free Market<o:p></o:p></span></font></p>
<p class=MsoNormal><font size=3 color=silver face="Times New Roman"><span
style='font-size:12.0pt;color:silver'>Choice<o:p></o:p></span></font></p>
<p class=MsoNormal><font size=3 color=silver face="Times New Roman"><span
style='font-size:12.0pt;color:silver'>Competition<o:p></o:p></span></font></p>
<p class=MsoNormal><st1:place w:st="on"><font size=3 color=silver
face="Times New Roman"><span style='font-size:12.0pt;color:silver'>Opportunity</span></font></st1:place><font
color=silver><span style='color:silver'> and Jobs<o:p></o:p></span></font></p>
<p class=MsoNormal><font size=3 color=silver face="Times New Roman"><span
style='font-size:12.0pt;color:silver'>Free Enterprise<o:p></o:p></span></font></p>
<p class=MsoNormal><font size=3 color=silver face="Times New Roman"><span
style='font-size:12.0pt;color:silver'>Create Wealth<o:p></o:p></span></font></p>
<p class=MsoNormal><font size=3 color=silver face="Times New Roman"><span
style='font-size:12.0pt;color:silver'>Comparative Advantage<o:p></o:p></span></font></p>
<p class=MsoNormal><font size=3 color=silver face="Times New Roman"><span
style='font-size:12.0pt;color:silver'>Academic Consensus<o:p></o:p></span></font></p>
<p class=MsoNormal><font size=3 color=silver face="Times New Roman"><span
style='font-size:12.0pt;color:silver'>Market Solutions<o:p></o:p></span></font></p>
<p class=MsoNormal><font size=3 color=silver face="Times New Roman"><span
style='font-size:12.0pt;color:silver'>Internationalists<o:p></o:p></span></font></p>
<p class=MsoNormal><font size=3 color=silver face="Times New Roman"><span
style='font-size:12.0pt;color:silver'>Breaking Down Barriers<o:p></o:p></span></font></p>
<p class=MsoNormal><font size=3 color=silver face="Times New Roman"><span
style='font-size:12.0pt;color:silver'>National Security<o:p></o:p></span></font></p>
<p class=MsoNormal><font size=3 color=silver face="Times New Roman"><span
style='font-size:12.0pt;color:silver'>Preventing War<o:p></o:p></span></font></p>
<p class=MsoNormal><font size=3 color=silver face="Times New Roman"><span
style='font-size:12.0pt;color:silver'>Inevitable<o:p></o:p></span></font></p>
<p class=MsoNormal><font size=3 color=silver face="Times New Roman"><span
style='font-size:12.0pt;color:silver'>Efficiency<o:p></o:p></span></font></p>
<p class=MsoNormal><font size=3 color=silver face="Times New Roman"><span
style='font-size:12.0pt;color:silver'>Prosperity, Development and Investment<o:p></o:p></span></font></p>
<p class=MsoNormal><font size=3 color=silver face="Times New Roman"><span
style='font-size:12.0pt;color:silver'>Stopping Poverty<o:p></o:p></span></font></p>
<p class=MsoNormal><font size=3 color=silver face="Times New Roman"><span
style='font-size:12.0pt;color:silver'>Creating Growth<o:p></o:p></span></font></p>
<p class=MsoNormal><font size=3 color=silver face="Times New Roman"><span
style='font-size:12.0pt;color:silver'>Individual Responsibility<o:p></o:p></span></font></p>
<p class=MsoNormal><font size=3 color=silver face="Times New Roman"><span
style='font-size:12.0pt;color:silver'>Limited Government<o:p></o:p></span></font></p>
<p class=MsoNormal><font size=3 color=silver face="Times New Roman"><span
style='font-size:12.0pt;color:silver'>Invisible Hand<o:p></o:p></span></font></p>
<p class=MsoNormal><st1:place w:st="on"><st1:City w:st="on"><font size=3
color=silver face="Times New Roman"><span style='font-size:12.0pt;color:silver'>Liberty</span></font></st1:City></st1:place><font
color=silver><span style='color:silver'><o:p></o:p></span></font></p>
<p class=MsoNormal><font size=3 color=silver face="Times New Roman"><span
style='font-size:12.0pt;color:silver'>Freedom<o:p></o:p></span></font></p>
<p class=MsoNormal><font size=3 face="Times New Roman"><span style='font-size:
12.0pt'><o:p> </o:p></span></font></p>
<p class=MsoNormal><b><font size=4 face="Times New Roman"><span
style='font-size:14.0pt;font-weight:bold'>Positioning, Bridging, and
Contrasting</span></font></b><o:p></o:p></p>
<p class=MsoNormal><font size=3 face="Times New Roman"><span style='font-size:
12.0pt'><o:p> </o:p></span></font></p>
<p class=MsoNormal><font size=3 face="Times New Roman"><span style='font-size:
12.0pt'>Faced with a choice in tactics, as we engage our opponent and the
target audience, the aim is persuasion. What if they attack our weakness?
Winners counterattack, pouncing on their weak points, and then bridging the
conversation back to our own positives.<o:p></o:p></span></font></p>
<p class=MsoNormal><font size=3 face="Times New Roman"><span style='font-size:
12.0pt'><o:p> </o:p></span></font></p>
<p class=MsoNormal style='margin-left:.5in;text-indent:-.25in;mso-list:l5 level1 lfo1'><![if !supportLists]><font
size=3 face=Symbol><span style='font-size:12.0pt;font-family:Symbol'><span
style='mso-list:Ignore'><img width=13 height=13
src="cid:image001.gif@01CAC04F.763EFFB0" alt="*"><font size=1
face="Times New Roman"><span style='font:7.0pt "Times New Roman"'>
</span></font></span></span></font><![endif]>The message box reinforces your
overall theme, and shows what you need to emphasize for yourself and what you
need to emphasize for your opponent to draw a clear distinction. <o:p></o:p></p>
<p class=MsoNormal><font size=3 face="Times New Roman"><span style='font-size:
12.0pt'><o:p> </o:p></span></font></p>
<p class=MsoNormal><font size=3 face="Times New Roman"><span style='font-size:
12.0pt'>If we control the message, and our opponent is on the defensive, he
will waste time explaining himself. And the more he explains himself, the less
he is trusted, and the less time he has to communicate his message.<o:p></o:p></span></font></p>
<p class=MsoNormal><font size=3 face="Times New Roman"><span style='font-size:
12.0pt'><o:p> </o:p></span></font></p>
<p class=MsoNormal style='margin-left:.5in;text-indent:-.25in;mso-list:l5 level1 lfo1'><![if !supportLists]><font
size=3 face=Symbol><span style='font-size:12.0pt;font-family:Symbol'><span
style='mso-list:Ignore'><img width=13 height=13
src="cid:image001.gif@01CAC04F.763EFFB0" alt="*"><font size=1
face="Times New Roman"><span style='font:7.0pt "Times New Roman"'>
</span></font></span></span></font><![endif]>The message box allows you to
start plotting defense and planning attacks beforehand. Because you can
anticipate, you can pre-empt. <o:p></o:p></p>
<p class=MsoNormal style='margin-left:.25in'><font size=3 face="Times New Roman"><span
style='font-size:12.0pt'><o:p> </o:p></span></font></p>
<p class=MsoNormal><font size=3 face="Times New Roman"><span style='font-size:
12.0pt'>A campaign message box boils down the elements of our message to the
bare essence, and lets you communicate your ideas and values in a clear and
certain way which contrasts your position with the competition. The goal is to <b><i><span
style='font-weight:bold;font-style:italic'>showcase the choice</span></i></b>
and persuade your listener to pick your policy. <o:p></o:p></span></font></p>
<p class=MsoNormal><font size=3 face="Times New Roman"><span style='font-size:
12.0pt'><o:p> </o:p></span></font></p>
<p class=MsoNormal style='margin-left:.5in;text-indent:-.25in;mso-list:l5 level1 lfo1'><![if !supportLists]><font
size=3 face=Symbol><span style='font-size:12.0pt;font-family:Symbol'><span
style='mso-list:Ignore'><img width=13 height=13
src="cid:image001.gif@01CAC04F.763EFFB0" alt="*"><font size=1
face="Times New Roman"><span style='font:7.0pt "Times New Roman"'>
</span></font></span></span></font><![endif]>The message box keeps us grounded
and prevents us from becoming an isolated echo chamber. <o:p></o:p></p>
<p class=MsoNormal><font size=3 face="Times New Roman"><span style='font-size:
12.0pt'><o:p> </o:p></span></font></p>
<p class=MsoNormal><b><font size=4 face="Times New Roman"><span
style='font-size:14.0pt;font-weight:bold'>Remember: Concise.
Precise. Nice.<o:p></o:p></span></font></b></p>
<p class=MsoNormal><font size=3 face="Times New Roman"><span style='font-size:
12.0pt'><o:p> </o:p></span></font></p>
<p class=MsoNormal><font size=3 face="Times New Roman"><span style='font-size:
12.0pt'>Too often our messages get lost on people because we assume others are
lining up to hear what we say; we forget that we need to give them a good
reason to listen to us first. Instead, we bombard them with dry, long-winded
imperatives. Remember: We are competing in the information
age. We need a foot in the door to sell our ideas.<o:p></o:p></span></font></p>
<p class=MsoNormal><font size=3 face="Times New Roman"><span style='font-size:
12.0pt'><o:p> </o:p></span></font></p>
<p class=MsoNormal><font size=3 face="Times New Roman"><span style='font-size:
12.0pt'>Here are six tips to keep a message brief and effective.<o:p></o:p></span></font></p>
<p class=MsoNormal><font size=3 face="Times New Roman"><span style='font-size:
12.0pt'><o:p> </o:p></span></font></p>
<ol style='margin-top:0in' start=1 type=1>
<li class=MsoNormal style='mso-list:l2 level1 lfo2'><font size=3
face="Times New Roman"><span style='font-size:12.0pt'>Write like you
talk. Use more punctuation.<o:p></o:p></span></font></li>
<li class=MsoNormal style='mso-list:l2 level1 lfo2'><font size=3
face="Times New Roman"><span style='font-size:12.0pt'>Write the title,
headline or subject header last. Make it tease.<o:p></o:p></span></font></li>
<li class=MsoNormal style='mso-list:l2 level1 lfo2'><font size=3
face="Times New Roman"><span style='font-size:12.0pt'>Avoid jargon,
acronyms and legalese. They build walls, not bridges.<o:p></o:p></span></font></li>
<li class=MsoNormal style='mso-list:l2 level1 lfo2'><font size=3
face="Times New Roman"><span style='font-size:12.0pt'>Write important
items a day or more before needed, then edit with a fresh eye.<o:p></o:p></span></font></li>
<li class=MsoNormal style='mso-list:l2 level1 lfo2'><font size=3
face="Times New Roman"><span style='font-size:12.0pt'>Do one edit where
you simply remove unnecessary words or paragraphs.<o:p></o:p></span></font></li>
<li class=MsoNormal style='mso-list:l2 level1 lfo2'><font size=3
face="Times New Roman"><span style='font-size:12.0pt'>Edit down from your
past work, which ensures repetition.<o:p></o:p></span></font></li>
<li class=MsoNormal style='mso-list:l2 level1 lfo2'><font size=3
face="Times New Roman"><span style='font-size:12.0pt'>Fit the message into
the 27 – 9 – 3 format.<o:p></o:p></span></font></li>
</ol>
<p class=MsoNormal><font size=3 face="Times New Roman"><span style='font-size:
12.0pt'><o:p> </o:p></span></font></p>
<p class=MsoNormal><b><font size=3 face="Times New Roman"><span
style='font-size:12.0pt;font-weight:bold'>You have 27 words in 9 seconds to
make 3 quick points. It forces clear, concise language. It allows for
easy repetition. And you can control what is attributed to you by the
press. </span></font></b><font color=gray><span style='color:gray'>(Example
right here.)<o:p></o:p></span></font></p>
<p class=MsoNormal><b><font size=3 face="Times New Roman"><span
style='font-size:12.0pt;font-weight:bold'><o:p> </o:p></span></font></b></p>
<p class=MsoNormal><b><font size=4 face="Times New Roman"><span
style='font-size:14.0pt;font-weight:bold'>The five C’s of Message<o:p></o:p></span></font></b></p>
<p class=MsoNormal><font size=3 face="Times New Roman"><span style='font-size:
12.0pt'><o:p> </o:p></span></font></p>
<p class=MsoNormal><font size=3 face="Times New Roman"><span style='font-size:
12.0pt'>Good messages are CONCISE<o:p></o:p></span></font></p>
<p class=MsoNormal><font size=3 face="Times New Roman"><span style='font-size:
12.0pt'><o:p> </o:p></span></font></p>
<p class=MsoNormal style='margin-left:.5in;text-indent:-.25in;mso-list:l5 level1 lfo1'><![if !supportLists]><font
size=3 face=Symbol><span style='font-size:12.0pt;font-family:Symbol'><span
style='mso-list:Ignore'><img width=13 height=13
src="cid:image001.gif@01CAC04F.763EFFB0" alt="*"><font size=1
face="Times New Roman"><span style='font:7.0pt "Times New Roman"'>
</span></font></span></span></font><![endif]>Go directly to the point. Avoid
complicated syllogisms. <o:p></o:p></p>
<p class=MsoNormal style='margin-left:.5in;text-indent:-.25in;mso-list:l5 level1 lfo1'><![if !supportLists]><font
size=3 face=Symbol><span style='font-size:12.0pt;font-family:Symbol'><span
style='mso-list:Ignore'><img width=13 height=13
src="cid:image001.gif@01CAC04F.763EFFB0" alt="*"><font size=1
face="Times New Roman"><span style='font:7.0pt "Times New Roman"'>
</span></font></span></span></font><![endif]>It’s a message, not a
thesis.<o:p></o:p></p>
<p class=MsoNormal><font size=3 face="Times New Roman"><span style='font-size:
12.0pt'><o:p> </o:p></span></font></p>
<p class=MsoNormal><font size=3 face="Times New Roman"><span style='font-size:
12.0pt'>Good messages are CLEAR<o:p></o:p></span></font></p>
<p class=MsoNormal><font size=3 face="Times New Roman"><span style='font-size:
12.0pt'><o:p> </o:p></span></font></p>
<p class=MsoNormal style='margin-left:.5in;text-indent:-.25in;mso-list:l4 level1 lfo3'><![if !supportLists]><font
size=3 face=Symbol><span style='font-size:12.0pt;font-family:Symbol'><span
style='mso-list:Ignore'><img width=13 height=13
src="cid:image001.gif@01CAC04F.763EFFB0" alt="*"><font size=1
face="Times New Roman"><span style='font:7.0pt "Times New Roman"'>
</span></font></span></span></font><![endif]>Use stark language. Leave no doubt
about whose side you’re on. <o:p></o:p></p>
<p class=MsoNormal style='margin-left:.5in;text-indent:-.25in;mso-list:l4 level1 lfo3'><![if !supportLists]><font
size=3 face=Symbol><span style='font-size:12.0pt;font-family:Symbol'><span
style='mso-list:Ignore'><img width=13 height=13
src="cid:image001.gif@01CAC04F.763EFFB0" alt="*"><font size=1
face="Times New Roman"><span style='font:7.0pt "Times New Roman"'>
</span></font></span></span></font><![endif]>Base your message on values.<o:p></o:p></p>
<p class=MsoNormal><font size=3 face="Times New Roman"><span style='font-size:
12.0pt'><o:p> </o:p></span></font></p>
<p class=MsoNormal><font size=3 face="Times New Roman"><span style='font-size:
12.0pt'>Good messages are CONSISTENT<o:p></o:p></span></font></p>
<p class=MsoNormal><font size=3 face="Times New Roman"><span style='font-size:
12.0pt'><o:p> </o:p></span></font></p>
<p class=MsoNormal style='margin-left:.5in;text-indent:-.25in;mso-list:l0 level1 lfo4'><![if !supportLists]><font
size=3 face=Symbol><span style='font-size:12.0pt;font-family:Symbol'><span
style='mso-list:Ignore'><img width=13 height=13
src="cid:image001.gif@01CAC04F.763EFFB0" alt="*"><font size=1
face="Times New Roman"><span style='font:7.0pt "Times New Roman"'>
</span></font></span></span></font><![endif]>Repeat, repeat, repeat. Voters are
barraged with a steady stream of conflicting information every day. Different
messages dilute ability to reach the audience. <o:p></o:p></p>
<p class=MsoNormal style='margin-left:.5in;text-indent:-.25in;mso-list:l0 level1 lfo4'><![if !supportLists]><font
size=3 face=Symbol><span style='font-size:12.0pt;font-family:Symbol'><span
style='mso-list:Ignore'><img width=13 height=13
src="cid:image001.gif@01CAC04F.763EFFB0" alt="*"><font size=1
face="Times New Roman"><span style='font:7.0pt "Times New Roman"'>
</span></font></span></span></font><![endif]>Make sure your earned media
reflects what is said in your paid media. <o:p></o:p></p>
<p class=MsoNormal style='margin-left:.5in;text-indent:-.25in;mso-list:l0 level1 lfo4'><![if !supportLists]><font
size=3 face=Symbol><span style='font-size:12.0pt;font-family:Symbol'><span
style='mso-list:Ignore'><img width=13 height=13
src="cid:image001.gif@01CAC04F.763EFFB0" alt="*"><font size=1
face="Times New Roman"><span style='font:7.0pt "Times New Roman"'>
</span></font></span></span></font><![endif]>Consistency and repetition
reinforce the message. Consistency and repetition reinforce the message.
Consistency and repetition reinforce the message.<o:p></o:p></p>
<p class=MsoNormal><font size=3 face="Times New Roman"><span style='font-size:
12.0pt'><o:p> </o:p></span></font></p>
<p class=MsoNormal><font size=3 face="Times New Roman"><span style='font-size:
12.0pt'>Good messages are CONVINCING<o:p></o:p></span></font></p>
<p class=MsoNormal><font size=3 face="Times New Roman"><span style='font-size:
12.0pt'><o:p> </o:p></span></font></p>
<p class=MsoNormal style='margin-left:.5in;text-indent:-.25in;mso-list:l3 level1 lfo5'><![if !supportLists]><font
size=3 face=Symbol><span style='font-size:12.0pt;font-family:Symbol'><span
style='mso-list:Ignore'><img width=13 height=13
src="cid:image001.gif@01CAC04F.763EFFB0" alt="*"><font size=1
face="Times New Roman"><span style='font:7.0pt "Times New Roman"'>
</span></font></span></span></font><![endif]>Never, never, never lie. No
short-term advantage gained through deception is worth the loss of credibility that
occurs when caught in exaggeration. <o:p></o:p></p>
<p class=MsoNormal style='margin-left:.5in;text-indent:-.25in;mso-list:l3 level1 lfo5'><![if !supportLists]><font
size=3 face=Symbol><span style='font-size:12.0pt;font-family:Symbol'><span
style='mso-list:Ignore'><img width=13 height=13
src="cid:image001.gif@01CAC04F.763EFFB0" alt="*"><font size=1
face="Times New Roman"><span style='font:7.0pt "Times New Roman"'>
</span></font></span></span></font><![endif]>Tie the pitch to current news, an
important theme, or a cultural event.<o:p></o:p></p>
<p class=MsoNormal style='margin-left:.5in;text-indent:-.25in;mso-list:l3 level1 lfo5'><![if !supportLists]><font
size=3 face=Symbol><span style='font-size:12.0pt;font-family:Symbol'><span
style='mso-list:Ignore'><img width=13 height=13
src="cid:image001.gif@01CAC04F.763EFFB0" alt="*"><font size=1
face="Times New Roman"><span style='font:7.0pt "Times New Roman"'>
</span></font></span></span></font><![endif]>Ask: Is your message relevant to
the people hearing it?<o:p></o:p></p>
<p class=MsoNormal><font size=3 face="Times New Roman"><span style='font-size:
12.0pt'><o:p> </o:p></span></font></p>
<p class=MsoNormal><font size=3 face="Times New Roman"><span style='font-size:
12.0pt'>Good messages are CONTRASTIVE<o:p></o:p></span></font></p>
<p class=MsoNormal><font size=3 face="Times New Roman"><span style='font-size:
12.0pt'><o:p> </o:p></span></font></p>
<p class=MsoNormal style='margin-left:.5in;text-indent:-.25in;mso-list:l1 level1 lfo6'><![if !supportLists]><font
size=3 face=Symbol><span style='font-size:12.0pt;font-family:Symbol'><span
style='mso-list:Ignore'><img width=13 height=13
src="cid:image001.gif@01CAC04F.763EFFB0" alt="*"><font size=1
face="Times New Roman"><span style='font:7.0pt "Times New Roman"'>
</span></font></span></span></font><![endif]>Your job is to draw a distinction
between you and them.<o:p></o:p></p>
<p class=MsoNormal style='margin-left:.5in;text-indent:-.25in;mso-list:l1 level1 lfo6'><![if !supportLists]><font
size=3 face=Symbol><span style='font-size:12.0pt;font-family:Symbol'><span
style='mso-list:Ignore'><img width=13 height=13
src="cid:image001.gif@01CAC04F.763EFFB0" alt="*"><font size=1
face="Times New Roman"><span style='font:7.0pt "Times New Roman"'>
</span></font></span></span></font><![endif]>Is it better to make binary
choices, or let people sort it out themselves?<o:p></o:p></p>
<p class=MsoNormal><font size=2 color=navy face="Trebuchet MS"><span
style='font-size:10.0pt;font-family:"Trebuchet MS";color:navy'><o:p> </o:p></span></font></p>
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