Monday, September 18, 2006

Evidence that the Personal Approach Works

Long time readers of the blog and related tipsheet know that I like to go on and on about how advocates should focus less on facts figures and statistics and more on telling a personal story. Well, an article in the Washington Post offers evidence for this assertion -- and suggests that the power of the compelling anecdote goes both ways.

Studies dating back to the 1930's have demonstrated that emotional appeals are essential to any winning strategy. The aticle notes the ". . . mordern research confirms that unless political ads evoke emotional responses, they don't have much effect. Voters . . need to be emotionally primed in some way before they will pay attention."

I know this will shock you, but elected officials are people too! They respond to the same types of emotional appeals. Consider that the next time you pick up a pen or sit down in front of a keyboard to craft a message.

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