voters are cynical
Voters are more likely to trust people of their own age, people who live in the same town or neighborhood, or people with similar occupations or socio-economic status. In short, voters are much more likely to trust someone like themselves.

People don't trust politicians, incumbents, or challengers. They expect every challenger to say "I can do better, elect me" and every incumbent to say "I've done a great job, reelect me."

the importance of the messenger is often overlooked
That's why, when the message is delivered by someone they trust, someone like them,  everything changes. It validates the campaign's message. Selecting credible messengers and targeting them to specific vote groups is one of the most important strategic elements a campaign must accomplish.

TRLG helps the campaign shape an effective message. We help identify who is the most credible messenger for each target group.

Then we win more votes using our proprietary strategies to deliver the message from the most effective messengers in a method that empirical research has consistently proven to be some of the most persuasive mail ever developed.