Passing ballot initiatives in a strong economy is no easy task, but in a weak economy it is a serious challenge for government which must continue to repair and advance. There are three items required for a message to include in order to succeed.
Most taxpayers cringe at the thought of increased taxes in
good economic times and really take a dim view on tax hikes during a recession.
This is the reality. The other reality is that need for repairs and improvements
continue regardless of the economic cycle. The challenge is how to communicate
this to the voters who will be asked to vote for a ballot initiative or in
reality asked to increase their taxes.
When designing the message it is important to not be myopic.
In an economic downturn, everyone is asking for money. The civic and church
groups, schools, family and merchants are all requesting money. The emotional
toll this takes on the resident is compounded with daily news reports about
layoffs, losses in the stock market and fraud.
You have three objectives when writing a television or radio
commercial. To entertain, to detail exactly “what’s in it for me” and describe
where they can find money in their budget to accomplish this tax increase. Easy
ways to accomplish this is to use bright pictures and music showing a positive
outlook, not mentioning the negative economy and speaking to local investment
as the key to personal property values improving. The important element is the
tempo of the ad. This commercial will air between going out of business ads,
get out of debt commercials and news bulletins speaking about the economy. Communicate
a ray of sunshine if you want to win.
Having written many of these commercials in varying economic
times, I find the ads I write in difficult times to be my most creative and enjoyable
to produce. It is a challenge to persuade voters when they are feeling the
squeeze from all sides.
Scott Perreault is a nonpartisan political advertising consultant who has represented Presidential, US Senate and House nominees, State and local ballot initiatives. For twenty years, clients have depended on Scott Political http://www.scottpolitical.com for Television micro targeting and commercial production (only $499) and Radio (only $99).. Scott Political is a Reed award nominee for the 2008 Ralph Nader for President national media campaign. Scott Perreault welcomes the opportunity to confidentially meet in person or via telephone.
