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.

http://www.washingtonpost.com/wp-dyn/content/article/2006/09/17/AR2006091700401_pf.html

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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