The hard hitting messages need to be told too.
The messages need to be clear and unambiguous.
Many of these messages need to be tailored more specifically to certain groups.
Such big messages need to be delivered a thousand times to cut through to the public.
This is the new minimalist language, call it min-lan, invented by Houston's space people and now used wherever simple messages need to be put over quickly.
Tailor your approach to your cultural context: I would say we definitely need separate tools to influence behavior in different countries because messages need to be culturally adjusted.
People need to know which actions are most beneficial, messages need to be tailored towards specific audiences, and physical infrastructure and incentives are needed, argue psychologists from the Economic and Social Research Council Research Group on Lifestyles, Values and Environment.
To win support, the newer messages need to be presented in a balanced way with traditional Conservative thinking, in a way that tells a story about what a Conservative government would be like.
Henry also enjoys going into the TV production booth on the night to see "Richard's stressed-out but joyful face as he orchestrates the evening, cutting things, writing things into the autocue, getting cross when he thinks the messages need to be clearer.
Lee Atwater, the Reagan/Bush strategist, has said the key to good message strategy is to choose the ditch you're going to die in – meaning that messages need to be chosen early and then stuck to because by election day either they will have been proved right or it is too late to choose otherwise.
These messages need to pass the cocktail party pitch.
