In this episode of The Message Matters Briefing, we explore why the messages voters like most aren't always the messages that persuade them.

We examine how focus groups, message testing, and consultant bias can lead campaigns toward safe but forgettable messaging. We also explain why effective communication requires a clear strategy before testing begins.

Join Jay Shepard as we explore the difference between measuring voter reactions and building messages that define the political conversation. The Message Matters Briefing will give you the ability to persuade effectively and not just be a robot spewing the talking points that aren't getting the job done.

Shepard is a political strategist, communications consultant, sales manager, trainer, speaker, longtime coach and behavioral science practitioner who has spent decades studying a deceptively simple question: Why do some messages persuade while others fail?

His work is built around one enduring idea: "Being right isn't enough. You have to be heard."

Jay's Books -

The Fallacy of the Rational Voter: Why the Message Matters --- and What Republicans Must Do to Win in the Behavioral Age https://www.amazon.com/dp/B0GT6PFT62 

How Would Your Dog Vote?: Why the Message Matters https://www.amazon.com/dp/B0HCX59MMY