The Keys to Developing Your Message

The Keys to Developing Your Message
June 28, 2018
Chris Faulkner

Before you can talk about delivering the message, you have to develop your message.

Simple and straightforward, the Leesburg Grid is a clear way to hone your messaging strategy and then stay on message – hard for many to do but an important aspect of a successful campaign.

The Leesburg Grid

The Leesburg Grid is divided into four quadrants.

Quadrant 1 is dedicated to what you want your targeted audience to know about you.

Candidate A


Private Sector Experience

Wife and Mother

Small Business Owner & Job Creator

Fresh Ideas

Quadrant 2 is where you establish the message you want your targeted audience to know about your opponent or competitor.

Candidate B

Career Politician

Tied to Special Interests

Status Quo

Record of Tax Hikes

Record of Job Losses

Quadrant 3 is for thinking through what your opponent or competitor will say about you.

No Political Experience



Quadrant 4 is for the positive messaging your opponent or competitor will want their targeted audience to know about them.


Record of Accomplishment




What to Look for
Once you’ve formed the basics of your message and what you anticipate your competitor or opponent’s message to be, you can now look for areas of contrast that will allow you to define yourself (before your opponent or competition does) and define your competition or opponent (before they define themselves.)

Outsider vs. Career Politician

Fresh Ideas vs Status Quo

Small Business Owner & Job Creator vs. Record of Job Losses

Who to Talk to
Delivering the right message at the right time through the right medium only matters when you are talking to the right audience. Survey research and historical vote data are the best resource to develop the right audience to talk to.

Read more about the value of targeting and why you must keep data at the center of your campaign.

How to Deliver Your Message
You know the saying, “Don’t put all of your eggs in one basket?” At Majority Strategies, we take an omni-channel approach to viewing targeted audiences and delivering your message across channels (print, digital, media) to ensure we deliver a targeted message with more precision and more efficiency than anyone else in the industry.

  • Print advertising and direct mail
  • Website
  • Social media content
  • Social media advertising
  • Digital advertising
  • Mobile advertising
  • Television
  • Radio

Staying on Message
It makes sense that the stronger a memory, the longer one will recall it. That’s why staying on message is so important to any successful campaign or marketing plan. It takes time to burn in a message, and an omni-channel approach provides more bites at the apple to deliver a compelling, creative and memorable message across mediums.

Read more on the science of delivering a message here. 

This is the basics of how to develop your messaging strategy and stay on message. Polling, opposition and industry research, and historical analysis are all important components of creating a winning message.

We’re here to help.