Many of the participants in the interviews described the process of persuasion necessary for these initiatives as “selling the project” or “making the pitch.” Therefore tips for understanding and successfully employing basic marketing and selling techniques should be part of the case materials. These could include basic descriptions of concepts and methods for understanding the potential market and the customer, discovering needs and preferences, and effective communication and persuasion. Part of the “selling” component will be based on information and analysis described above, such as stakeholder analysis and strategic planning. Tailoring of the pitch to the particular audience can then be part of the overall plan. Since the audience will vary, a well-grounded understanding of what works with various audiences is an essential part of planning the approach. Political leaders, for example, do not all have the same preferences and agendas; legislators tend to specialize in certain areas, so finding the right legislator is part of the strategy. Governors have very limited time and highly-defined priorities. Judges are careful about judicial autonomy. Staff to elected officials are often key gatekeepers in access and defining agendas for their employer, so making a case to staff often precedes access to an elected official. These and other elements of planning a “selling” campaign can also be valuable parts of the overall case development guide.