“One of my greatest failings
as an ad man is that I am not terribly creative.
So how do I win tough political races with unclever ads?

Simple: 

(1.) I talk about what people care about. 
(2.) I talk about it in the context of the voter, not the candidate. 
(3.) I never allow an ad to be over the top. 
(4.) I never make claims – even if they are true – that cause the voter to think it defies common sense.“

– Brett Feinstein
        Worthless Bastard 

NOTE: The first 2 of Brett’s rules are about Felt Need/Relevance. 
          The second 2 rules are about Credibility. – RHW