A step-by-step guide:
Define your outcome.
Identify a suitable target.
Highlight areas which lend themselves to maligning.
Do field research: Encourage people to speak their mind, buy them a drink if necessary.
Identify overlap between areas you highlighted and your field research. This is Your Message.
Hone Your Message (tip: if writing copy isn’t your strength, hire a professional – you must get it spot on).
Release Your Message into the world and watch the sheep flock to your side.
Small print: Be advised the Scarecrow Method has side effects, some of which cannot be easily reversed upon reaching your outcome.