Crafting a Persuasive Message: Using Rapid Pre-testing to Iterate Quickly
Session Type(s): Training
Training Tag(s): Communications
Starts: Friday, Jul. 14 10:30 AM (Central)
Ends: Friday, Jul. 14 11:30 AM (Central)
Room: Waldorf
More than 60% of political campaign budgets are spent on advertising. Unfortunately, we struggle to know whether our message actually persuades. Many campaigns rely on social media metrics to get feedback, but these only measure clicks and shares, which is not the same as persuasion. In this training, we will teach you about the differences between pre/post-testing, A/B testing and RCT testing. Then we’ll show you how to use RCT rapid pre-testing to develop a persuasive message. Attendees will break into small groups to craft messages to respond to a Republican attack, utilizing race class narrative and other messaging tools. We will then launch a rapid pre-test of the messages and send results out to participants the following day.
Trainers
Jason Toups
After starting a career in management consulting, I underwent a complete 180 and joined 2016 as a Field Organizer (PA). I got bit by the campaign bug and have worked in progressive politics ever since. I led field and finance teams before switching to Progressive Tech. I previously worked at Alloy and Civitech to help address data in the democratic ecosystem. I am now at Swayable to help improve how we tell progressive stories and persuade voters. I am leading a training on how to use iterative message testing to refine and improve your messaging as you go along. This approach can be used by anyone, from field organizers to digital directors with multi-million dollar budgets. I look forward to seeing you there!