The Message Lab
Pick the three or four issues you'll run on, expand each one into a page, research yourself and your opponent, and ship your message by email, press and your editorial calendar.
Everything you need to say — and the system to say it every week.
Every email, every speech, every door conversation and every mailer starts from the same place: your message. Get it right and voters remember you. Get it wrong and you sound like everyone else on the ballot. You don't need to be a writer or hire a consultant. This course walks you through building a message that's clear, ready for anything your opponent throws at you, and in front of voters every single week.
Every lesson in 4K. Every deck is yours.
Step-by-step video lessons, recorded in 4K and taught by me. Every lesson comes with its slide deck and presentation file to download, so you can follow along, take notes and keep everything for your next race.
Watch it. Do it. Get answers.
Video lessons
Short video lessons, in 4K. I walk you through every step of your message, at your own pace, whenever you have the time.
The workbook
The Campaign Messaging Workbook is included, so you finish with your whole message in writing, not just ideas.
Homework
Every lesson ends with homework you post in the community, so you're making real progress every week.
The community
Test your message, compare notes with other candidates, and get answers from me and my team, even after you finish.
From your issues to a message voters remember.
The course moves in the order a message is really built. Each section builds on the one before, so by the end you know exactly what to say and how to keep saying it.
Choose what you'll run on, in words voters remember.
Know their record, and yours, before anyone else does.
One clear message, framed for every voter.
Press, email and a calendar that keeps you on message.
Ready for every voter, reporter and debate.
- Your Issues
Choose what you'll run on, in words voters remember.
1 - 2The Opposition
Know their record, and yours, before anyone else does.
- The Message
One clear message, framed for every voter.
3 - 4Shipping It
Press, email and a calendar that keeps you on message.
- On Message
Ready for every voter, reporter and debate.
The workbook and the people who get you there.
Do the work as you watch.
Every lesson has pages to fill in. We show you how to work through each one, so when you finish the course you have your issues, your research and your message written down and ready to use.
- The Campaign Messaging Workbook (PDF), included
- A page to fill in for every issue
- Your whole message, in writing
- Yours to keep and reuse in every race
You're never doing this alone.
Your course includes the Planning & Strategy and Digital Operations spaces in the Campaign Planner community. Post your homework, get honest feedback on your message, and talk with candidates working on the same thing.
- Post your homework and get real feedback
- Chat with other candidates and campaign people
- Get answers from me and my team
- Keep getting answers after you finish the course
What's included.
Includes the Campaign Messaging Workbook: the course walks you through every page of it.
- Self-paced video lessons: Your Issues, The Opposition, The Message and Shipping It
- Your three or four main issues, each boiled down to a few words and expanded into a page
- Opposition research on yourself first, then your opponent's profile, record and frames
- How to answer their message without repeating it
- Sub-messages framed for the voter, the four formats, press and blogs, email and your editorial calendar
- The Campaign Messaging Workbook (PDF), included
- Access to the Planning & Strategy and Digital Operations community spaces
Built for the people who do the work.
First-time candidates
You know why you're running. This turns it into a message you can say in a sentence and defend in a debate.
Communications directors
One message behind the website, the emails, the mail and the speeches, and a calendar that keeps it there.
Campaign managers
Keep the candidate on message and ready for the attack you know is coming.
A note from Craig.
I've spent long hours with candidates who knew exactly why they were running and still couldn't say it in a sentence. That's not a talent problem. It's a process problem.
This course is the process I've used with candidates at every level of office. You'll pick your issues, research both sides, build your message and set up the system that gets it in front of voters every week.
It works even if you don't like writing. I designed every step so anyone can complete it, and you'll post your homework so I can see how you're doing.
Do it now, in a quiet month, and you'll answer the hard questions calmly when it counts.
The Message Lab
Build a message voters remember, and the system that gets it in front of them every week.
Running the whole campaign? Campaign Bootcamp includes all five courses and every workbook. Learn about Campaign Bootcamp →