In her infamous campaign ad, Christine O’Donnell told Delaware voters “I’m not a witch...I’m you.” I’m not touching the "witch" part, but I think there’s an important lesson to be learned from “I’m you.”

Most of us want and need to establish a connection with our audience. After all, we have to connect with them before we can move them.

But you should never tell an audience you’re just like them, just as you should never tell them you’re smart or funny. If you want the audience to think you’re funny, make them laugh. If you want the audience to think you’re similar to them, convey your understanding of their hopes, problems and values.

In short, show – don’t tell.

If you have any sense of humor left about the election, take 2 minutes to watch O’Donnell’s ad and the spot-on SNL parody. Happy voting!