"First, you win the argument, then you win the vote." - Margaret Thatcher

The "message" is all about what a campaign is saying.  It's the information that you want the people who hear you to use base their decisions on, so you need to give it some thought.

Five attributes of good campaign messaging:

1) It should be simple

For example, it should answer simple questions, like: "Why is the candidate running (or why is the issue on the ballot, if it's a referendum campaign), or "What is the campaign's vision and principles?"  The simpler, the better.

2) It should be clear and easily understood

Muddled messages either don't get through, or they will contradict themselves.  The result is no impact.