The Rock City Story:

• 1936: Garnet Carter needed to advertise his tourist attraction on Lookout Mountain
• During the Depression, couldn't afford traditional advertising
• Hired painter Clark Byer to paint "See Rock City" on 900 barns across 19 states
• Offered free barn painting in exchange for advertising space
• Win-win: farmers got painted barns, tickets, and branded items
• Rock City stayed packed for 30+ years

Modern Examples:

• Buc-ee's billboards: "537 miles," "325 miles," "Next exit"
• Messages repeat until they win

The Power of Repetition:

• Road trippers ignored first few "See Rock City" signs
• By the third or fourth, kids start asking
• By fifth or tenth, people promise to stop
• Repetition breaks through busy lives

Messaging Lesson:

• We get tired of saying same lines before they break through to voters
• Voters are busy with work, family, daily life
• Can't expect them to remember budget messages after hearing once

Application:

• Find your "See Rock City" message
• Example: "Shapiro's got a Binge Spending Problem, the largest spending increase in PA history"
• Don't need voters to remember dozens of numbers
• Repeat one or two phrases over and over
• When you're sick of saying it, people are finally paying attention

Bottom Line: Think about what you'd paint on a barn - keep it short, simple, and repeat until you're sick of hearing it.

For more tips on effective message repetition, 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.