I work in a business where we write a lot of proposals. About a year ago I attended a Shipley Seminar entitled
"Writing Winning Proposals" . As a researcher/scientist/academic whatever you want to call it, my reaction to being sent to this was a big eye roll.
To my surprise, I found the seminar very helpful. Their were many things that they discussed, but the biggest were:
- Presenting Win Themes (clearly articulating how your team served the clients interests best), and "Kill themese" (My term, not Shipley's) obliquely discussing (or ghosting) your opponents strategies and pointing out the flaws with them.
- Using graphics and images in the place of words where possible
Long story short, this approach has been very effective. My proposals are now better, win more often, and writing proposals in this style has not taken anything away from the substance of the work we do after we win a contract.
Why do I bring this up? Obviously, I am making the comparison to Kerry and his campaign.
Specifically, in my mind I am developing ideas for what his major "Win Themes" should be, and what his "Kill themes" should be in regards to Bush. I am also trying to things of images (ads, shots, one-liners) that forward the themes. Over time, as my thoughts develop on this issue, I'd like to talk about this in a more refined way, and hopefully get some input for other Kos Posters.
Yeasterday, in a rushed form, I Bush's Message vrs. Kerry's Message . Today, I'd like to refine those thoughts from yesterday with the wisdom of one extra day. I'm thinking the more time I give this, the better, and more devestating these themes may become.
Kerry's Win themes:
- I represent mainstream American Values
- I am honorable and trustworthy
- I am competent and can make the best decisions for the country
Juxtaposed are the Kill Themes aimed at Bush, obviously:
- Bush is out of the mainstream
- Bush is sneaky and dishonorable
- Bush is an incompetent and ineffective leader
My question to you is, what images (Pictures, photos, one liners, 30 second ads) would most effectively communicate these themes to the voters in the most unforgettable ways?