This guide is designed to help you arrive at initial messaging for your campaign. This process is iterative, and takes time. As your campaign organization grows and you move through the election cycle, you will test, evaluate, and refine your message.
That being said, investing in message development early yields high returns — a strong message will help your campaign recruit volunteers, secure donors, and persuade political influencers and validators to throw their support behind you. And as the saying goes… if you don’t tell your story, someone else will.