The document provides guidance on developing an effective campaign message. It emphasizes that the message should be short, truthful, persuasive to voters, show contrast between candidates, be clear and emotional, targeted to specific voters, and repeated consistently. An effective message is tested through research on voters' values, attitudes, important issues, and desired leadership qualities. The document also provides exercises to help candidates craft a concise message and consider how opponents may respond.

53. Your campaign should focus on the issues that fall into the upper-right-hand quadrant.