|Example: Before and After|
Here's an actual example of facts marketed by the California Democratic Party in 1998...
Frame facts with values to increase understanding
Under Democratic leadership in Washington, D.C. and Sacramento, California enjoys:
Try framing the same facts using our value words. Get into this
habit and discover that your audience will more likely stop and read or listen. You
convey feeling when you use words like "responsible" or
"opportunity". Use the value words several times when
framing. Get closer to the way people think by aligning our facts
with the values people can understand and relate to.
(From a California voter guide in 1998, the good old days)