Campaign Tip of the Day - A Good Graphic is better than Lots of Lousy Language

I wish I were artistic. I have good ideas all the time that could be expressed, if only I could draw or collage or montage or whatever it takes to express them graphically. Sigh.. But I can't, so I work with a very good graphic designer. One who is well versed in political campaigns and understands the difference between commercial and campaign art.

A good campaign mail piece should contain few words and lots of pictures. A good photo of the candicate is a must. A head and shoulders shot and not one that is from your high-school yearbook.

Pictures of the district, of key supporters (especially if they go with short testimonials) and pictures that depict your issues, standing up for better schools, saving open space, even transparency in government all can be graphically illustrated.

A lot of words explaining your ten point program in detail will not be read. But a few short bullet points with the key issues, your relevant skills and background and how you will move things forward accompanied by sharp interesting graphics will get the voter to take the mail out of the box.

Think about your logo, your font, whether to use a border and what colors best reflect you and your campaign? A good graphic designer with experience in  the political world can make all the difference between blah, unread mail and an eye-popping vote getting message that not only grabs the voter's eye but answers that all important question on every voters' mind: What can you do for me?

Tip of the Day: Short and sweet

Doing some phonebanking to identify your voters?  Make sure you keep the script short and sweet.  Give the basics, ask for support and offer more information if the voter needs it. 

Don't argue with them. If they say yes, mark your call sheet. They haven't made up their mind (or have no idea that there is even an election coming up), offer to send them information in the mail. Then do it. Of course, always give them your website to go to themselves. If they say a decisive no, thank them and move on.

Make sure you have a good targeted list and practice your calls. The responses you get here and at the door will become the basis of your GOTV effort.  Don't waste calls by being wishy washy or failing to distinguish yourself from the opponent.

If you get voice mail, have a separate script for that, a shorter one, that gets out your name, what you're running for, one or two main points and your website.

Many people set up websites where  volunteers can download numbers and scripts to call from home.  While that's fine, it's always a good rallying opportunity to get a bunch of volunteers together in one room with a number of lines or cell phones. Have some snacks and drinks. Make sure you make calls yourself; don't just rely on volunteers. It will inspire them to hear you getting votes. And the voters is always happy to get a personal call from the actual candidate.

Next time: the dreaded  robo call.

What all Voters Want to Know

The number one question all candidates must be able to answer is: "What will you do for me?"

This not likely to be the question the candidate is asked. And not the one most consultants tell you to be prepared for. You will hear "why are you running?" And you will be told not to say "Because it's a good time for me" or "because I want to move on to a new level of participation" or even (and most common), "because I want to give back to the community."

No, anyone who asks why you are running wants to know what your election is going to mean for him, that particular voter, how will voting for you make her life better, her taxes lower, her job prospects improved, her safety enhanced. 

And that's what you should be able to answer in thirty second or less.  

Some call it an "elevator speech" - how you can explain your campaign in the time you would spend riding in an elevator with a complete stranger.

So, why are you running?  And how will your election improve the lives of your constituents? Get ready with those elevator speeches early, practice them often, and make them sound, and be, sincere. The voters can spot a phony, and these days, they are ever more vigilant.