"Design messages that reach your audience Obama shifted the conversation from message content to message delivery. He explained that the most effective political messaging is not about "perfect framing and wording" but about whether "the message will actually reach and hold the attention of the intended audience." A brilliantly worded argument that never reaches the persuadable voter is worthless. Optimize for distribution before optimizing for language. Source: Barack Obama, Pod Save America, Obama Returns — Midterm Strategy"