Your Candidate Statement

For some people, those 200 words on the ballot will be all they read about your campaign. So make the most of them.

As noted in an earlier post, not all jurisdictions have the same requirements for how you organize those 200 words, so be sure you know the local rules first. Then proceed to answer the question on every voter's mind: What can you do for me?

Are you proposing new jobs, more business, less development? Whatever your issues are, list them succinctly and coherently in a few short paragraphs. State your qualifications. Are you the incumbent? If so, how have you improved the City or District? Are you looking to move up the political food chain? If so, how will what you have done in your current job help improve the lives of voters in the new one? Below is an example of a Planning Commissioner running for City Council. He mentions what he's done and specifics of what he'll do. His website is listed at the end.

Are you running against an incumbent? While you are not allowed to mention any opponents by name or description, you can say things like "For a long time, this District has been at an impasse. My skills (doing x, y z) will help move us forward. Then say how.

Be sure you list any high profile endorsers and mention your website.

Consistency is Crucial in Campaigns

Is your campaign look, feel and messaging consistent in all media? That is, does your sign have your logo and the same color theme as your website? Do your email blasts to supporters and volunteers use the same look, maybe coupled with a picture of you that is the same as on the website and in your materials?

Does your mail continue the theme with logo, photos and messaging?

Make sure you are consistent in all things to do with your campaign, and you won't confuse the voters, or worse, send mixed messages or give the impression your campaign is sloppy or seat of the pants, not well organized and thoughtful.

Below are some examples of a successful coordinated campaign in signs, website and messaging:

Richard Benson's sign for Assessor in Marin County, California

Benson mail mock up

Benson logo at top of home page