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