Whats' the Election About? Answer That Question, And You'll Know Who Wins

Part of developing a persuasive message is making sure your message starkly contrasts you from your opponent(s). The key is to:

1. Find the difference that favors you, and
2. Argue that your benefit (whatever it is), is the most imporant attribute any candidate can give the voters this election.

Today's Washington Post features a classic example of how two potential presidential candidates will try to position themselves -- and define the election:

Obama will cast the contest as the future vs. the past. Clinton can counter with experience vs. inexperience.

If voters walk into the polls believing that we need a new generation of leader, Obama wins. But if voters walk into the polls believing that we need someone who has the experience to lead, then Hillary wins. So every speech Obama gives is really about a "new generation/inspirational new leadership, etc." And every speech Hillary gives is really about "who has the experience to lead?"

If Obama's asked a question about experience, he changes the subject to "future." If Hillary is asked a question about "future," she says, "That's great, but we need someone with the experience to lead us there."

That's called staying on message ...