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Messaging & Comms
MC–02
Make It Vivid
Turn abstract campaign issues into something voters can actually picture.
2 steps · practice
The problem
Candidates talk about affordability, infrastructure, public safety, and economic development. Voters hear those words all the time. But what does affordability look like? A teacher who works in town but can't afford to live there? A young couple wondering whether they'll ever be able to buy a house near their families? The issue matters. The language just doesn't help people see what's at stake.
The technique
Give people something they can picture.
See it work
See It in Action
Tap After to clean it up
"We need to address the growing housing affordability crisis in our community."
Why this works
A comparison turns a number into something people can picture. A face shows how an issue affects someone's everyday life. Both make an abstract problem easier to understand and remember.
Your turn
Make one campaign issue vivid.
Choose an issue your campaign talks about. Write how you would normally describe it, then try either a comparison or a human example.