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5.1 Step 1: Hold a brainstorming session to identify the basics of your Message

In this step, we help you figure out what you have to say: your Message. A Message is made up of a few key elements, and creating a strong (or at least stronger Message) can be pretty easy if you approach it in the right way.

We suggest you spend some time on your own, or get together with your core team, family, or friends who are planning to help and start thinking through your Message. You can start with the questions below. Be sure to bring some paper to take notes. A white board can also help.

Questions to help you figure out the basics of your Message:

• What is compelling you or your organization's campaign?
• Who are you?
• Do you have an organizational name?
• What is your organization's or candidate's biography or history?
• Who supports you?
• What is your organization's make up?
• What is your connection to the Community?
• Why should your Community care what you have to say?
• What are the issue(s)?
• Can you describe the issue(s) in one sentence?
• What are the key supporting facts around the issue that will make others in your Community agree with you?
• Personal stories? Do you or members of your team have any compelling direct stories relating to the issue?
• Authority? Why should people in the Community trust you to handle the issue(s)?

Connecting and persuading:

From your answers to the questions above, what are the three most compelling reasons for other people in your Community to support you?

• How would they want to hear about the issue?
• How should you present yourself so that they will feel compelled to support you?
• Is there an overarching theme that you can point to, for example, “Change” or “Reform” or “Safety?”
• Is your Message more compelling to some people in your Community than others?
• Who will support you? Who will be against you? Who are you not sure about?