Create crisp messages
Picture each person you speak to as a little radio tower empowered to repeat your key concepts over and over. Some of the most average-looking people have 50,000 followers in their social networks. When one sound bite is sent to their followers, it can get re-sent hundreds of thousands of times.
Craft a rally cry
Your rally cry will be a small, repeatable phrase that can become the slogan and rallying cry of the masses trying to promote your idea. President Obama's campaign slogan, "Yes We Can," originated from a speech during the primary elections.