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Winning Edge

Commonwealth Partners

Giving you the tools to lead and influence in the policy arena.

government

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4:20

#43 PA Budget Numbers: Story, Statistic, & Solution

Winning Edge ·

2025/02/05

One Strong Statistic: State spending has grown 40% in five years to $50 billionCreate contrast: Government grew 40% while average paychecks barely changedFocus on memorability over precisionOne Relatable Story: Compare personal income growth since 2020 to government spendingMake numbers personal: "Do you make 40% more than in 2020?"Show impact on working familiesOne Clear Solution - Taxpayer Protection Act: Force government to follow same financial rules as familiesSet commonsense spending ca...

3:41

#42 One Statistic, One Story & One Solution

Winning Edge ·

2025/01/22

Florence Nightingale's persuasive approach to reforming military hospitals:One StatisticNeed clear, memorable numberHelp people realize seriousness of problemExample: 2,800 preventable deaths in one monthOne StoryBrain wired to remember storiesCombine with striking statistic for powerAllows listeners to update their thinkingOne SolutionFocus on clear, specific actionMake it achievableAvoid laundry list of reformsTips for Implementation:Identify most compelling statisticFind powerful story ill...

5:52

#41 Benjamin Franklin’s Viral Meme

Winning Edge ·

2025/01/08

Franklin's "Join, or Die" snake cartoon became America's first political cartoonSimple image of snake cut into parts representing coloniesBecame 18th-century version of viral memeFranklin's visual persuasion principles:Keep it SimpleCreate visuals understood in under 5 secondsAvoid complex charts or detailed graphsUse What's ThereLook for powerful visuals in your environmentReference existing landmarks or common sightsConnect to Shared ExperienceUse visuals audience has already seenTap into c...

6:09

#40 The Scrooge Story Strategy

Winning Edge ·

2024/12/18

The Scrooge Story StrategyDickens' insight: People are moved by stories, not statisticsA Christmas Carol changed public opinion and led to real policy changesThe Scrooge Story Strategy - Three-Part Framework:Look BackShow where we've beenCreate nostalgia and hopeDemonstrate change is possibleLook DownHighlight current challengesCreate a sense of urgencyShow what's being lostLook ForwardPaint a picture of what's possibleIllustrate what's at stakeShow a path to a better futureAction Steps for S...

4:48

#39 Your Post-Election Game Plan

Winning Edge ·

2024/11/13

The election is over and here's what to do next. For Candidates Who Didn't Win:Keep the NetworkMaintain connections with supporters and donorsSend handwritten thank-you notesGive Yourself TimeProcess the resultsAppreciate skills gained and lessons learnedConduct a Post-mortemDocument what worked and what didn'tRecord details while freshTake the LongviewView this as one chapter in your storyUse experience as a launchpad for your next chapterFor Candidates Who Won:Thank Your SupportersWrit...

4:04

#38 Expect the Unexpected

Winning Edge ·

2024/10/16

Scott Sagan's quote: "Things that have never happened before happen all the time"Amanda Ripley's Survival Arc:DenialDeliberationDecisive ActionOODA Loop for rapid decision-making:Observe the situationOrient yourself to think about changesDecide on a course of actionAct on your decisionStrategies for unexpected campaign situations:Tough Question: Use two points or story plus insight technique (See Winning Edge #25).Misspeak: Pause, collect thoughts, immediately correct (See Winning Edge #9).Me...

3:11

#37 Feel, Felt, and Found Technique

Winning Edge ·

2024/10/02

The Feel, Felt, Found technique is a classic sales approach for connecting with peopleIt involves three steps:Feel: Acknowledge someone's concernFelt: Explain that you and others have felt the sameFound: Share how to solve or fix the issueExample on rising crime:Feel: Understand their concern about safetyFelt: Many families share the same frustrationFound: Propose solutions like locking up repeat offenders and enforcing all lawsExample on inflation:Feel: Acknowledge rising costs of groceries ...

4:40

#36 Help Undecided Voters Not Be Wrong

Winning Edge ·

2024/09/18

Eisenhower's 1952 "I will go to Korea" speech provides a template for addressing undecided votersKey elements of Eisenhower's approach:Respect and honor past sacrificesShow what's changed and offer a planProvide a path forward free from blameUndecided voters want to feel they're making the "right" decisionStrategy to help undecided voters feel confident in their choice:Respect the Thinking: Acknowledge the appeal of your opponent in the pastHighlight What's Changed: Express disappointment in ...

4:38

#35 Handwritten Victory: the 90-Second Postcard

Winning Edge ·

2024/09/04

Close elections happen frequently, with some decided by just 1 or 2 votesDoor-to-door campaigning is a secret weapon for reaching undecided votersPersonal follow-up with a handwritten postcard can leave a lasting impressionPostcard Strategy:Order postcards with campaign logo/picture on one sideWrite three lines:Friendly reminderPersonal connection or issue focusClear ask for their votePostcard Templates:Personal ConnectionIssue-Focused ConnectionGeneric ConnectionImplementation:Focus on undec...

4:09

#34 The Voice of the Voter

Winning Edge ·

2024/08/21

Importance of listening to voters' actual words:Voters often use specific phrases to describe election issuesThese phrases can be powerful for campaign messagingExamples:"Figure out the election" - used by non-voters to explain why they didn't vote"Shady" - used to describe a casino developer, which became a central campaign theme"Voice of the Voter" concept:Similar to "voice of the customer" in marketingFocuses on using voters' exact words in campaign messagingBenefits of using voters' langu...

4:49

#33 Crafting Voter-Driven Messages

Winning Edge ·

2024/08/07

Creating memorable introductions and discussing issues:Allan Dib's formula for introductions: Problem + Solution + StoryExample for an electrician: "You know how [Problem: there's that one light that doesn't work]? Well, [Solution: I'm an electrician who fixes lights]. In fact, [Story: I just replaced 8 fixtures for a customer]."This framework also works for campaign issues:Inflation exampleProblem: Rising grocery costsStory: Family only eating out for kids' birthdaysSolution: Your policy pro...

6:01

#32 Building Trust at the Doorstep: The Three-Step...

Winning Edge ·

2024/07/24

When going door-to-door, think of building trust as climbing three steps:Are You Normal?Quickly establish common ground and relatabilityPrepare a brief introduction showing you're part of the communityCan You Do the Job?Ask an open-ended question to engage voters, such as:"If you had the power to change one thing in our state, what would it be?""Imagine you're governor for a day - what's the first thing you'd change?"Listen to their response and be prepared to discuss issues thoughtfullyHave ...

4:15

#31 The Lego Stump Speech

Winning Edge ·

2024/07/10

Like a LEGO minifig, a powerful stump speech requires three key components: 1. Head – Logical Appeals: Facts, statistics, and logical arguments 2. Body – Emotional Appeals: Stories and vivid pictures to connect emotionally 3. Legs – Call to Action: Two main points of action for the audienceAssemble these pieces in the order that best fits your style and audience: Head First: Logic, emotion, action Body First: Emotion, logic, action Feet First: Action, emoti...

5:17

#30 Shocking Statistics: How to Find and Use Them

Winning Edge ·

2024/06/26

In the 1980's a $640 toilet seat became a powerful symbol of government wasteA single, well-chosen number can make your point and stick in people's mindsEffective shocking statistics are:RelatableHave emotional impactUnique and memorableFive questions to ask when crafting a compelling statistic:What's the one thing you want your audience to remember?Is there one number that shows this best?Can flipping the number create more impact?Can you make it a story, not just a statistic?Would a normal ...

7:21

#29 Persuade with a Story

Winning Edge ·

2024/06/12

Peggy Noonan wrote a memorable speech for President Reagan commemorating the 40th anniversary of D-Day by focusing on one main storyShe told the story of 225 Rangers scaling the cliffs of Pointe du Hoc, using vivid details and action to capture the momentThe speech is remembered as one of Reagan's finest because of the unforgettable story in just two minutesTo create memorable stories for your speeches: Find great stories and capture them when they happen or when you hear about them. Cre...

5:11

#28 4 Keys to Zoom Interview Success

Winning Edge ·

2024/05/29

Since 2020, local news organizations have increasingly conducted interviews via Zoom. To improve your look on Zoom, focus on: 1. Lighting - Use three-point lighting: two adjustable LED lights on either side of the camera and one background light - Fine-tune brightness with dimmable lights 2. Camera - Position camera slightly above eye level (3-6 inches) - Use a laptop camera or pair a phone camera wit...

5:55

#27 Mastering Your TV Interview

Winning Edge ·

2024/05/15

TV interviews come in two forms: in-studio and field interviewsAsk if the interview is live or pre-recorded and how long it will beFor in-studio interviews:Wear solid colors, avoid noisy jewelry, and expect to be mic'd upDetermine your one main point and 4-5 talking points (20-30 seconds each)Practice answers, watch other candidates' interviews, and stay focused on the conversationMaintain eye contact, sit up straight, and sit on your jacket's back tailFor field interviews:Prepare answers to ...

9:04

#26 Acing Your Radio Interview

Winning Edge ·

2024/05/02

6:06

#25 Mastering Unscripted Answers: The Two-Point and...

Winning Edge ·

2024/04/17

6:48

#24 Answering the Tough Questions

Winning Edge ·

2024/04/03

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