APPEALING TO HEARTS AND MINDS

You should, now, have clarity about the target audience, or range of audiences, that you must address in different parts of your campaign.

But how do you get them to pay attention?

Different audiences have different priorities. They have their own agendas, objectives and values. So they will be impressed by different things. A government committee may be impressed by pages of statistics, but such material is unlikely to win you support at the grassroots.