SUCCESSFUL CAMPAIGNS
thrive on two elements: innovation and emotion.
Whether it's products or politics, ideas or candidates, people will embrace them based on how it makes them feel. It is not enough to simply capture the attention of your audience, you must hold it in a way that sustains them emotionally.
The key is to use a feeling vocabulary to communicate the essential information in a way that is simple but not reductive, emotional but not exploitive. In short, successful progressive campaigns always appeal to our humanity, but never insult our intelligence.
