• Twenty days before the 1980 election, Reagan’s team debated one question: should he face Carter again?
• A memo warned his biggest hurdle was proving he was competent, compassionate, and not dangerous.
• In the final debate, Reagan asked, “Are you better off than you were four years ago?”
• That single question swung the race and gave voters permission to change their minds.
• The best closing messages do three things:

1. Decide the emotion you want voters to feel.
2. Make it safe for them to change their mind.
3. Provide a simple fact they can use to explain their decision to themselves and others.

Reagan didn’t tell voters what to think. He asked what they felt.

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