Remember that even a “quick and dirty” test is better than no test at all. As a matter of fact, a golden rule in campaigns communication is “if you don’t test it, don’t run it”.

Not only is testing useful, it also can be a lot of fun if you do it in groups and find creative ways to do it. It can actually be a great way to engage your volunteers more deeply into strategy building.

And even for seasoned campaigners, testing can bring astonishing surprises. The biggest challenge is that you have to remain open to have your assumptions challenged, and not just “hear what you want to hear, and disregard the rest”, as an old song goes

We are now moving closer to the end of this course. We have spent a lot of time developing the right FRAMES that trigger the VALUES of the target group, most often values that we share with them. Our common humanity.

We have seen how other elements also play a vital role in communications. 

Now we are going to dive a bit deeper into what makes the human mind so puzzling, and at times counter-intuitive.