On the Campaign Trail - A Day in the Life, Part II

A day in the life of a campaign consultant isn't all about the usual things, getting the mail ready, vetting your client's message and his photographs (no white shirts; don't stare right into the camera), buying cable ad time.

It's dealing with lots of small crises ("My opponent copied my message!" Well, it must be the right message then. "Someone is stealing my signs!" Then they must consider you a threat. Besides yard signs don't vote. And so on).

It's also getting calls and emails from friends who are running and just want a word of advice. Like the water board candidate in another County who wants me to take a quick peek at her email message asking for volunteers and endorsers. I do, and then advise her she must be much more direct, and calling is better than email; at least follow up with a phone call when you don't hear back.

Like the committee head who is running a tax measure in a nearby town, and wants my opinion of their handout (not so good). I suggest robo calls. Yeah, everyone hates them, but if you don't have money, they work, with the right message (really short) and the right messenger (a local celebrity or the fire chief for a public safety measure or a parent for a school bond). Oh, can I help with the script?

Sure. I'm only partially in it for the money. Hey, consultants have to eat too you know. But happy to help out a fledgling campaign Who knows, if they win, they might just hire me for their next run. And it wouldn't be campaign season if I wasn't just a little frazzled.

Tip of the Day - The Robot on your Phone

Yes, we all hate them. We hang up on them. They always call during dinner. They are annoying. And yet, guess what, they work. If done correctly.

If you are in a down ticket race, and don't have enough money for that second mailer, don't have the volunteers to blanket the District with precinct walking, there aren't enough hours in the day for personal phone calls, and your race is looking close, the robo call may be for you.

If you find yourself in need of a last minute low cost option for getting your message to voters, here are some tips to do it right.

1. Keep it short. No more than 30 seconds. People will not listen beyond that point and after the first 30, you pay by the second.

2. Unless you have a well known and well respected celebrity supporting you, make the call in your own voice.

3. Introduce yourself, your office and one or two key issues. Repeat your name and your web site. Give them a personal phone number where they can call you themselves, even if it's just to vent.

4. You might start by apologizing for doing waht everyone hates, but you have important information to impart.

5. Don't call during a major football game or the prime dinner hour. Don't call too late or too early.

6. I try to time calls for when the fewest people are likley to actually be home. Yes, that's right. I aim for answering machines. That's why its' so important to get the key information out in the first few seconds. Most hangups will occur early. If they lsiten all the way through that's a bonus.

7. Don't use this method unless you fall into most, if not all, of the categories listed in the introduction.

There are many companies that do these calls. Use a reputable one, who will respect your instructions for how and when to deliver the call, let you edit your message as many times as you like, make the call from a local area code, to maximize people's answering it. And above all, keep your voice confident and calm.

Caveat: In many states, you are supposed to have a live person introduce the calls, which kind of defeats the purpose of keeping it inexpensive. Know the laws in your state and what the local custom is. Many of the rules are honored more in their breach than their observance. And no, putting your name on the Do Not Call registry does not apply to political calls.