In my last blog I wrote about the importance of taking time to collect the arguments that are used against your campaign, and I suggested in your campaign planning team to list all of the arguments that you have heard used against your campaign.
So you list, on the left hand side of a page, all of the possible concerns that may be expressed about your campaign. What might be said by others about your campaign? And then list, on the other side of the page, the key reasons in support of your campaign. (See chart below)
The next step is to see whether at least one of the reasons for supporting your campaign provides an answer to each of the concerns – is there a reason to address each concern. Or are there outstanding concerns that your reasons do not address?
|Concern about the campaign||Reason to support the campaign|
As your campaign develops you should be able to identify which of the concerns feature highest with your target or your wider target audience. With that knowledge, you then need to ensure that your campaign message addresses that concern. In many respects this is a statement of the blindingly obvious, but as campaigners we are often guilty of just running with the messages that motivate us. I know that this is true for me!
We are already motivated by our campaign as are, hopefully, our supporters. This technique is all about building wider support.
In my next blog I will explain how I sought to use this technique in one of my campaigns ….