Winning Edge

• Franklin's "Join, or Die" snake cartoon became America's first political cartoon
  • Simple image of snake cut into parts representing colonies
  • Became 18th-century version of viral meme
• Franklin's visual persuasion principles:
  1. Keep it Simple
     • Create visuals understood in under 5 seconds
     • Avoid complex charts or detailed graphs
  2. Use What's There
     • Look for powerful visuals in your environment
     • Reference existing landmarks or common sights
  3. Connect to Shared Experience
     • Use visuals audience has already seen
     • Tap into common understanding

Tips for Implementation:

• All three principles must work together
• Test visuals with trusted advisors first
• Think through audience's perspective
• Focus on clarity through simplicity

Bottom Line:

• Right visual can transform abstract ideas into memorable messages
• Simple visuals can move people to action

For more tips on using visual persuasion effectively, refer to the accompanying one-page PDF.

Winning Edge gives you the tools you need to lead and influence in the political and policy arenas. Every other week, Winning Edge releases short (approximately 5-minute) spots—or “snacks”—focused on one of four areas: fundraising, media, policy, or persuasion.

For more, visit our website: www.thecommonwealthpartners.com