If the incumbent attacks first, they're scared

Candidates, especially first time candidates, hate to "go negative." They think it makes them look bad, that people will accuse them of not playing fair. And some people will. But if you don't tell people why you are the better choice for the job, you do yourself a disservice. People need to know your qualifications. Just as importantly, they need to know the other guy's shortcomings.

This is especially true if you are running against an incumbent. Then you really do have to tell the public why they should fire him and hire you.

If the incumbent attacks you first you know he's running scared. Incumbents usually try to stay above the fray. They have a record to run on, unless that record is not so stellar. Then it's your job to tell people about that record. Why it does not serve the constituents and what you will do differently.

If his record were so great, you probably wouldn't be running at all, now would you?

But what if the incumbent goes on the attack? if they do it first, you know they're running scared. You know there is indeed something they don't want to call attention to. What a gift! Unless you are a raving loony tunes, you know you've got the upper hand.

Now make sure your polls are all on track and that the skeletons in your closet are not going to come tumbling out. If they do, own them and move on. Better yet, make sure your campaign team has all the information on you before launching. Then don't be afraid to letting the voters know why you're the better choice.