Passing ballot initiatives in a strong economy is no easy task, but in a weak economy it is a serious challenge for government which must continue to repair and advance. There are three items required for a message to include in order to succeed.
Most taxpayers cringe at the thought of increased taxes in good economic times and really take a dim view on tax hikes during a recession. This is the reality. The other reality is that need for repairs and improvements continue regardless of the economic cycle. The challenge is how to communicate this to the voters who will be asked to vote for a ballot initiative or in reality asked to increase their taxes.
When designing the message it is important to not be myopic. In an economic downturn, everyone is asking for money. The civic and church groups, schools, family and merchants are all requesting money. The emotional toll this takes on the resident is compounded with daily news reports about layoffs, losses in the stock market and fraud.
You have three objectives when writing a television or radio commercial. To entertain, to detail exactly “what’s in it for me” and describe where they can find money in their budget to accomplish this tax increase. Easy ways to accomplish this is to use bright pictures and music showing a positive outlook, not mentioning the negative economy and speaking to local investment as the key to personal property values improving. The important element is the tempo of the ad. This commercial will air between going out of business ads, get out of debt commercials and news bulletins speaking about the economy. Communicate a ray of sunshine if you want to win.
Having written many of these commercials in varying economic times, I find the ads I write in difficult times to be my most creative and enjoyable to produce. It is a challenge to persuade voters when they are feeling the squeeze from all sides.
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