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Making “The Ask”
Making “THE ASK”Marjorie Clifton
Coqui Communications
Know Your Audience
Who Is Your Audience
1. General public 2. Media 3. Potential Donor 4. Legislator
What do we know about each of these audiences? What will make them feel good about themselves?
Who Is Your Audience?
Insert Anthony Weiner photo
What do THEY want?
• General public: want to know they did something good, that they helped, that they made a difference in someone’s life (because that makes them feel good).
• Media: wants to be good at their job by getting the good story; that they made a difference in someone’s life (because that makes them feel good).
• Potential Donor: wants to know that their money is well spent and will make a real difference in someone’s life (because that makes them feel good).
• Legislator: wants to get re-elected; wants to make a difference in someone’s life (because that makes them feel good).
Insert corporate superman pic or joe cool
Google Stalking Google Stalking…It’s Not Just for Bad Dates
Prepare Your Message
Myths of Message Development
1. Message is about what I care about.2. Message is a rational explanation of why
you are right.3. Message must have a million facts to be
believable.4. Message must change and be flexible to stay relevant.
Don’t take it personally, but….
Truths of Message Development
1. Message is about your audience, not about
you. 2. Message is emotional, not rational.3. Message only needs a few clear facts to be believable.4. Message must be repeated to be remembered.
Don’t Freak Out And Call Your Mother Yet…..think about it.
Why do people give a dollar at the check out for the Red Cross?
Why do people show up on the Capitol steps wearing red t-shirts?
Because they help someone in a short amount of time and that makes them feel better about themselves.
1. TAKEAWAY- What do they do/think/feel?
2. LEAD- How do I make them believe?
3. CONNECT- How do I get them listening?
Build Your Message
For Example…
• Takeaway- Vote for HB 101 to save taxpayer dollars by using mental health resources more effectively.
• Lead- More than 1,000,000 Texans suffer from mental illness that leaves them helpless and homeless. They cost us $50M a year in taxes.
• Connect- You can millions of the constituents in your district happy by a simple vote.
Message Delivery
Connect Lead Takeaway
Message Delivery
Statements that are NOT a clear takeaway
1. “Visit our website” 2. “Learn more” 3. “Join us” 4. “Take action”5. “Educate yourself” 6. “Don’t be a victim”
Statements that ARE a clear takeaway
1. “Visit our website and sign up for our action alerts” 2. “Call your Congressman and tell them to vote yes on HB 123”3. “Write a check and mail it back today”4. “Sign our online petition”
Key Tips On Delivery
• WIIFM• Only try to accomplish ONE thing• 3x3• VIP
Connect with your audience
1. First they have to like you, then they’ll listen to you.
2. Make your point and make it fast. 3. It needs to be true. 4. It can’t be horrific, even if it was.5. People want to feel but they don’t want to feel terrible.
Connect With Your Audience
YOU are also the Message
Word Choice
Voice Tone
Body Language
7%
38%
55%
Online
• More than 400 million active users • 50% of our active users log on to
Facebook in any given day • Average user has 130 friends • People spend over 500 billion minutes per
month on Facebook
Marjorie Clifton
Coqui Communications
202-510-5275 (direct)
202-277-8791 (office)
