Campaign Messaging Framework
The Pivotal Voice blueprint for crafting a compelling campaign narrative: core message, contrast messaging, proof points, and audience segmentation.
The Pivotal Voice Messaging Architecture
Every winning campaign message has four layers. Build them in order — don't skip ahead.
Layer 1: Your Core Message (25 words or fewer)
Your core message answers three questions in a single breath:
Formula: *"As a [relevant identity], I believe [core value], because [what's at stake for voters]."*
Example: *"As a small business owner and Ellis County native, I believe our county government should work for families — not special interests."*
Write 10 versions. Read them aloud. The one that sounds most like you *and* most like what voters care about wins.
Layer 2: Your Proof Points (3–5 facts)
Proof points make your core message credible. They are specific, verifiable, and visual.
Bad proof point: *"I've served this community for years."*
Good proof point: *"I coached youth baseball in Midlothian for 12 years and led the push to repair Rotary Park."*
Build a bank of 10–15 proof points. Use the 3 strongest for every audience. Rotate others by context.
Layer 3: Contrast Messaging
Contrast is not attack. It's clarifying the choice.
Formula: *"My opponent believes X. I believe Y. Here's the difference it makes."*
Never go personal. Always go specific. Ground every contrast in a vote, a statement, or a public record.
Layer 4: Audience Segmentation
Your message doesn't change — your emphasis does.
| Audience | Emphasize |
|---|---|
| Base voters | Shared values, motivation to turn out |
| Persuadables | Your record, contrast with opponent |
| Low-propensity voters | Personal story, local stakes |
| Donors | Vision, viability, ROI of their support |
The Message Box
Draw a 2x2 grid. Fill in:
Every message you create should reinforce your quadrant and undermine theirs.
*Need help building your message? Pivotal Voice offers full messaging strategy sessions. Contact us.*
Save This Resource
Print or save this page for reference. Use Ctrl+P (or ⌘+P) to print as PDF.
Pivotal Voice
Need Expert Help?
Our communications professionals work directly with candidates and civic leaders across Ellis County.
- Campaign messaging strategy
- Media relations & press outreach
- Crisis communications