Helping Conservative Candidates Gain a Competitive Edge

There is no one on this earth who has not said or done something they regret, including those who are or may someday run for office.

In our day and age even minor transgressions become internet scandals, words are easily taken out of context, and otherwise decent people subjected to character assassination.

 

This past week Monica Lewinsky gave a poignant and elegant Ted talk that is a worthy watch.
She did not make excuses. She admitted that she ‘made a mistake.’

Monica Lewinsky: The price of shame at Ted Talks

Monica Lewinsky: The price of shame at Ted Talks

Click here to watch the Lewinsky Ted Talk.

I speak and write of this today because of something I hear repeatedly from people who would like to run for office. They want to. They have ideas and passion. But they forego the opportunity to advance their cause rather than pay the price of reliving something stupid they once said or did.

It is not just candidates…this year two high level aides to presidential candidates were terminated because the thought police found some of their tweets offensive.

You can’t change your past, but if you are running for office, there is a lesson to be learned from Lewinsky’s courage.

You are not your worst mistake.

It does not and need not define your life.

If you have made one, admit it. Own it. Embrace the lesson you learned and get on with your life.
There is redemption for those that do, and there are voters who appreciate the authenticity of a candidate who admits to being human.

 

Have some thoughts you’d like to share? Be my guest. If you think one of your friends might benefit from seeing this video, please share it.

Stay tuned for more on the art of running for office and how to win an election.


 

Watch previous videos to learn how to win an election and the art of running for office on JayTownsend.com:

Lessons From the Hillary Oops Conference

A 5 Minute Speech that Forever Changed a City

Essential Reading for Candidates Running for Office

MORE VIDEOS & POSTS on the art of running for office

 


Political consultant Jay Townsend works with smart, passionate candidates who want to run for office, win elections and make a difference. He has successfully helped candidates learn how to run for the U.S. Senate, how to run for Congress, how to run for Mayor and develop a winning campaign marketing strategy.

How to win an election:
Running for office and knowing how to win an election is a challenge, especially for first time political candidates just learning how to run for office. Discerning the fine points of how to campaign, raise political contributions, and execute a political campaign strategy often requires the help of someone who has served as a political strategist or who has experience as a political consultant.

Want to talk? Call Jay at 845-458-1210


 

Message from Political Consultant Jay Townsend

Subscribe to My YouTube Channel for more videos on the art of Running for Office and How to Win an Election.

Click Here to receive a free copy of “The 10 Worst Mistakes Candidates Make” written by political consultant Jay Townsend. Or, enter email below and it will be sent to your mailbox.

 

 

Last week Hillary Clinton elevated a serious misstep into a disaster that will dog her campaign for months. Today some lessons all candidates running for office can learn from Mrs. Clinton.

 

 

Who picked that backdrop?
A Picasso painting depicting the war-time slaughter of innocents. Oops. Not appropriate for a press conference, or pictures she knew would quickly be moved around the world.

Who picked the clothes she wore? Dark and foreboding. Something better suited to a stern Governess than a candidate, who should have worn something bright and cheerful. Oops.

Who coached her on her sound bites before the press conference?
Clinton essentially said she and she alone will decide what the public learns about her email records. That she and she alone will decide what reporters are allowed to see.
That she doesn’t have to live by the same rules as other public officials. Oops.

Who decided to cut her conference short?
If you are in a swamp, stick with it until the press is tired of asking questions.
Governor Chris Christie took questions for almost two hours when he was hit with the bridge gate scandal.

Who decided that Hillary was done before the press was done?
Clinton’s brief and clipped answers did nothing but raise more questions that were not answered.
All that did was entice the appetite of the fourth estate. Oops.
Within 72 hours the Wall Street Journal and the New York Times published stories that questioned her veracity. That is what happens when the press thinks you are hiding something.

 

Want to Know How to Win an Election?

These are lessons for a seasoned candidate running for office, any candidate learning how to run for office, and those who want to be a political consultant.

1. Pick an appropriate venue with appropriate backdrop.

2. Do not wear funeral attire.

3. Rehearse and practice, until you have formulated an answer to every conceivable and embarrassing question —answers that don’t set off the lie detector.

4. Perhaps most important, avoid situations like this.

If you know a scandal is likely to break, get in front of the story and put it out on your terms.

Sure, it might be a tad ugly. But the alternative is really ugly.

 

Stay tuned for more on the art of running for office and how to win an election.

If you think one of your friends might benefit from seeing this video, please share it.

And please feel welcome to share your thoughts about today’s video.

 


 Political consultant Jay Townsend works with smart, passionate candidates who want to run for office, win elections and make a difference. He has successfully helped candidates learn how to run for the U.S. Senate, how to run for Congress, how to run for Mayor and develop a winning campaign marketing strategy.

How to win an election:
Running for office and knowing how to win an election is a challenge, especially for first time political candidates just learning how to run for office. Discerning the fine points of how to campaign, raise political contributions, and execute a political campaign strategy often requires the help of someone who has served as a political strategist or who has experience as a political consultant.

To learn how to win an election, or the art of running for office, visit JayTownsend.com

To receive a free copy of “The 10 Worst Mistakes Candidates Make” written by political consultant Jay Townsend, visit http://jaytownsend.com/yours-free-the-10-worst-mistakes-candidates-make

Want to talk? Call Jay at 845-458-1210


 

Message from Political Consultant Jay Townsend

Subscribe to My YouTube Channel for more videos on the art of Running for Office and How to Win an Election.

Get Your Free Copy of My Book: The 10 Worst Mistakes That Candidates Make. Enter email below and it will be sent to your mailbox.

 

 

Steve Jobs has a lesson to teach candidates on the art of running for office and how to win an election. It is a powerful message…about the appeal of empowerment. Watch the video to see why.

 

This is an iPhone. Otherwise known as a smart phone. It does amazing things. You can pay bills. Buy things. Watch movies. Take movies. Edit movies and post them on You Tube. You can listen to music. Pod casts. Get a cab. Rent a car. Post on facebook. Tweet. Text. Get directions. Sing to Siri. Find egg rolls in a strange town. And a thousand other things.

Iphone

Lots of people have one of these because it allows us to quickly communicate, better spend our time as we see fit, save time, and by-pass bureaucracies.

It empowers us, and affords us the freedom to make more of our own choices.

It’s the reason these things are so popular. Don’t think so?

Imagine what would happen if the government demanded that we give them up, or banned them, or if some regulator turned off the switch.

The funny thing about being empowered is that we like it. And once we have been empowered we are loath to give up our power. We like having control over our lives and better ways to manage our time and our money.

If you are or plan to be a candidate for public office, sell yourself and your message in terms of empowerment. Choice. Greater freedom of your would be constituents to decide what is best for them.

Like allowing people to buy a health insurance plan that’s just right for them, instead of one dictated by a government monopoly. The freedom choose their own doctor. Now that’s an idea. The freedom of a parent to pick the school their child attends. The freedom to visit a sick child or parent absent fear of losing a paycheck.

Given the choice, most Americans are going to side with the candidate that respects their intelligence, a candidate that thinks we are smart enough to make our own decisions.

That’s good news for those running for office who offer a message of empowerment, the right to live our lives as we see fit, and keep a little more of what we earn.

Stay tuned for more on the art of running for office and how to win an election.  

And if you think one of your friends might benefit from seeing this video? Please share it.

 


 I’m Political Consultant Jay Townsend.

Political consultant Jay Townsend works with smart, passionate candidates who want to run for office, win elections and make a difference. He has successfully helped candidates learn how to run for the U.S. Senate, how to run for Congress, how to run for Mayor and develop a winning campaign marketing strategy.

How to win an election:
Running for office and knowing how to win an election is a challenge, especially for first time political candidates just learning how to run for office. Discerning the fine points of how to campaign, raise political contributions, and execute a political campaign strategy often requires the help of someone who has served as a political strategist or who has experience as a political consultant.

To learn how to win an election, or the art of running for office, visit JayTownsend.com

To receive a free copy of “The 10 Worst Mistakes Candidates Make” written by political consultant Jay Townsend, visit http://jaytownsend.com/yours-free-the-10-worst-mistakes-candidates-make

Want to talk? Call Jay at 845-458-1210


 

Message from Political Consultant Jay Townsend

Subscribe to My YouTube Channel for more videos on the art of Running for Office and How to Win an Election.

Get Your Free Copy of My Book: The 10 Worst Mistakes That Candidates Make. Enter email below and it will be sent to your mailbox.

 

 

Today a tribute to the civil rights leader of our time; a woman who has done more to advance the cause of civil rights than anyone since the days of Martin Luther King.

I speak of Eva Moskowitz, founder and CEO of Success Academy Charter Schools in New York, the city’s largest charter network. The nearly 10,000 students in her 32 schools, most of them poor and minority students, scored in the top 1% in math and top 3% in English, outperforming schools in some of New York’s wealthiest suburbs. On the science exam, all of her students passed; 90% at the highest level.

Eva Moskowitz, founder and CEO of Success Academy Charter Schools in New York and THE Civil Right Leader of Our Time

Eva Moskowitz, founder and CEO of Success Academy Charter Schools

According to the New York Times, last year 98% of her Bedford-Stuyvesant Academy students scored at or above grade level in math…a school where 95% are either black or latino.

Little wonder that for every seat available in her schools there are 5 applicants.

She does this for less money than what New York spends to educate a child in public schools…public schools where barely 10% of minority students graduate prepared for college.

How? Students in her schools have a longer school day. A rigorous curriculum. A no-nonsense policy on student behavior, and a no excuse policy on homework.

The schools don’t live by the same rules of our unionized public education monopoly. Those who run her schools have the flexibility to innovate in classrooms. Her teachers are not required to join a union, pay union dues or abide union rules. Her principals are empowered to hire the best and fire those who don’t meet the mark. Imagine that.

But what Eva Moskowitz has done is far more profound than raising test scores. She has empowered students with the knowledge to better their lives and the will to do it. She has empowered parents living in poverty the chance to advance their children out of the snare of dependency. She has empowered people. Those who want to know how to win an election would be smart to abide her empowerment message. Those who are running for office should note the growing popularity of charter schools.

Like Marin Luther King, Eva Moskowitz is on the right side of history. And already a hero to the thousands of parents, and students who have a better shot at the American dream because of her leadership.

There is another lesson for all of us. Eva is living her passion. She has fearlessly advanced her cause, forcefully stood down the critics threatened by her success, afforded thousands on the lower rung of the economic ladder the freedom to chart a better destiny…a woman who has proclaimed for all to hear that no child should be trapped in a failing school.

May her example be an inspiration to us all.

 

Have something you’d like to share?…examples of how you or someone you saw rose to the occasion and did something extraordinary? Please share it.

And if you think one of your friends might benefit from seeing this video. Again, please share it.

 


Political consultant Jay Townsend works with smart, passionate candidates who want to run for office, win elections and make a difference. He has successfully helped candidates learn how to run for the U.S. Senate, how to run for Congress, how to run for Mayor and develop a winning campaign marketing strategy.

How to win an election:
Running for office and knowing how to win an election is a challenge, especially for first time political candidates just learning how to run for office. Discerning the fine points of how to campaign, raise political contributions, and execute a political campaign strategy often requires the help of someone who has served as a political strategist or who has experience as a political consultant.

To learn how to win an election, or the art of running for office, visit JayTownsend.com

To receive a free copy of “The 10 Worst Mistakes Candidates Make” written by political consultant Jay Townsend, visit http://jaytownsend.com/yours-free-the-10-worst-mistakes-candidates-make

Want to talk? Call Jay at 845-458-1210


 

Message from Political Consultant Jay Townsend

Subscribe to My YouTube Channel for more videos on the art of Running for Office and How to Win an Election.

Get Your Free Copy of My Book: The 10 Worst Mistakes That Candidates Make. Enter email below and it will be sent to your mailbox.

 

 

 

Today a story. About a man who made a split second decision, stood down his fear, and gave a 5 minute speech that forever changed the course of a city.

It is also a story about you. Your purpose. Your passion.

 

It was April 4. 1968. The State of Indiana.

New York Senator Robert Kennedy was campaigning for President. Upon landing in Indianapolis, he was met by an aide who told him that Dr Martin Luther King had been assassinated. He was then handed a phone, and the Mayor of Indianapolis told Kennedy that there was violence in every major City in America—burning, looting, rioting—and asked that Kennedy cancel his public appearances and remain secluded in the safety of his hotel room… Kennedy refused.

Instead he went to what was then the ghetto of Indianapolis. Surrounded by a sea of angry African Americans, Kennedy mounted the back of a flatbed truck and began to speak. Kennedy talked about the pain of losing his brother to an assassin’s bullet. He asked that the people of Indianapolis not respond to violence with violence, but to instead go to their homes and churches to peacefully honor, remember and celebrate the life of Dr. King.

Robert Kennedy's finest hours. His talk left a legacy that endures, not just a monument where he stood, but a city that to this day remains a shining example of peace and racial harmony.

Robert Kennedy. April 4. 1968. The State of Indiana.

He spoke for less than five minutes, ending his speech with the words of Aeschylus, “Even in our sleep, pain which we cannot forget falls drop by drop upon the heart, until in our own despair, against our will, comes wisdom, through the awful grace of God.”

There was no violence that night in Indianapolis. Thousands of people quietly joined hands and went to their homes and churches to pray.

It was one of Robert Kennedy’s finest hours. His talk left a legacy that endures, not just a monument where he stood, but a city that to this day remains a shining example of peace and racial harmony.

In that moment, Robert Kennedy answered a call. In that moment, he summoned a passion within. In that moment, Kennedy faced his own fear, summoned the courage to scale a mountain, and do something only he could have done, unique to him and fitted to his talent.

His words that day affected an entire nation.

 

The most important day in your life is the day you were born. The second most important is the day you discovered why–the day you learned what you were put on earth to do–the day you learned what your passion is.

The great tragedy of our time is not that we die, it is that too few of us ever live, instead passing through life and leaving this earth never having answered our call.

If you have a passion…If you know why you were born and what you were put on earth to do, waste no time. GO LIVE IT! Answer the voice in your head that is begging you to shine. Live fully the only life you will ever have.

And remember the words of the great Winston Churchill

“There comes a time in every person’s life when they are tapped on the shoulder and offered a chance to do a very special thing…unique to them and fitted to their talent.”

Let not that moment find you unqualified or ill-prepared.

And today my words for you: Embrace your fear and make it your friend. Answer the voice in your head begging you to shine. Shed that burden of guilt about what you have not done. Embark on a new journey down an unfamiliar path. And fully live an abundant life – one that has your name on it.

 

Have something you’d like to share? Examples of how you or someone you saw rose to the occasion and did something extraordinary?

Please share it. And if you think one of your friends might benefit from seeing this video, by all means, hit the share button.

 


 Message from Political Consultant Jay Townsend

Subscribe to My YouTube Channel for more videos on the art of Running for Office and How to Win an Election.

Get Your Free Copy of My Book: The 10 Worst Mistakes That Candidates Make. Enter email below and it will be sent to your mailbox.

 

 

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Political consultant Jay Townsend here.

You’ve seen it. There are those who walk in the room and nobody notices. They leave without anybody knowing they were there.

Then there are those who change the temperature of the room the second they enter the doorway. And suddenly everybody is looking at them, anxious to shake their hand and say hello.

We call that magnetic charisma, and you have it too though you may not know it.

It starts with the way you look. For communication begins before a word is ever said.

If you look like a slob people will assume you are one and not worth talking to. So dress the part. Men should wear suits with a coat and tie, or for less formal occasions at least a sport coat. Wear nice shirts that fit well.

Female political candidates are held to an ever higher standard than men. How should you dress? Take a close look at female members of the U.S. Senate. Even those who are a little on the heavy side wear clothes that fit, and colors that compliment them. New York’s Kirsten Gillibrand is one of the Senate’s best dressed members.

Keep your posture erect. Always stand up straight. And smile when you walk into a room.

When you meet people look them in the eye, firmly shake their hand and repeat their first name. To most people their first name is the most beautiful word in the English language.

Finally, when you meet someone, engage them. Ask them where they are from, what they do for a living, their families and children, or find something complimentary to say. They’ll fondly remember you even if you don’t remember them.

Have some thoughts you’d like to share? Be my guest. If you think one of your friends might benefit from seeing this video, please share it.

Stay tuned for more on the art of Running for Office and How to Win an Election.

Click here for past videos on the art of running for office and how to win an election.


 Political consultant Jay Townsend works with smart, passionate candidates who want to run for office, win elections and make a difference. He has successfully helped candidates learn how to run for the U.S. Senate, how to run for Congress, how to run for Mayor and develop a winning campaign marketing strategy.

How to win an election:
Running for office and knowing how to win an election is a challenge, especially for first time political candidates just learning how to run for office. Discerning the fine points of how to campaign, raise political contributions, and execute a political campaign strategy often requires the help of someone who has served as a political strategist or who has experience as a political consultant.

To learn how to win an election, or the art of running for office, visit JayTownsend.com

To receive a free copy of “The 10 Worst Mistakes Candidates Make” written by political consultant Jay Townsend, visit http://jaytownsend.com/yours-free-the-10-worst-mistakes-candidates-make

Want to talk? Call Jay at 845-458-1210


 

Message from Political Consultant Jay Townsend

Subscribe to My YouTube Channel for more videos on the art of Running for Office and How to Win an Election.

Get Your Free Copy of My Book: The 10 Worst Mistakes That Candidates Make. Enter email below and it will be sent to your mailbox.

 

 

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Recently I was contacted by a young candidate who plans to run for office in Romania. Bright. Articulate. Feet on the ground. A man who already knows what he wants to accomplish if he wins.

During our first conversation he asked me a very good question…what books should he read to better understand the art of running for office, political combat…books that inform, inspire, motivate—ones that will keep him in the company of the better angles.

I’ll share with you what I shared with him.

Nobody should be running for office without first reading the Art of War, by Sun Tzu. It’s the bible of warfare, any kind, be it politics, real war, athletics, or competition in the marketplace. I once did a series of lectures at the New York Military Academy and noticed that many of the cadets carried the book to class.

The Prince, by Machiavelli, is also imperative for those running for office. The book contains useful and very practical advice on determining your route to power, how to conquer and hold new conquests, how to deal with internal insurrection, create new alliances, and maintain power.

Then there are a series of books about figures that profoundly affected the United States whose stories are worth reading and remembering.

Three books by Robert Caro on Lyndon Johnson. The Path to Power, Master of the Senate, and The Passage of Power. The books are full of lessons about acquiring power, keeping it, inventing it, pretending you have it when you don’t and how to win an election when losing is not an option.

Craig Shirley’s book about Ronald Reagan’s multi-year effort to bend the Republican party to his will, and his one electoral defeat in route to the White House provides a compelling story of determination, grit, and iron will—all essential commodities for those running for office.

Two books about one of my favorite American politicians—Robert Kennedy. Few Senators have so profoundly influenced so many generations of people, a man still regarded as a hero by those who knew him. Robert Kennedy and his Times by Arthur Schlesinger, and Robert Kennedy, by Evan Thomas are both entertaining and worthy reads about an iconic figure.

Finally, a book by Dick Morris, Power Plays. Dick is prolific writer and an authority on convincing voters to give you the power to govern they way they live, and keeping it once you have it.

 

There are other books that I could recommend. If you are running for office, feel free to email me at Jay@JayTownsend.com if you’d like other recommendations.

 

Click on Covers for Book Descriptions and Reviews








Click on Covers for Book Descriptions and Reviews

Stay tuned for more on the art of Running for Office and How to Win an Election.

Click here for past videos on the art of running for office and how to win an election.

 


 Political consultant Jay Townsend works with smart, passionate candidates who want to run for office, win elections and make a difference. He has successfully helped candidates learn how to run for the U.S. Senate, how to run for Congress, how to run for Mayor and develop a winning campaign marketing strategy.

How to win an election:
Running for office and knowing how to win an election is a challenge, especially for first time political candidates just learning how to run for office. Discerning the fine points of how to campaign, raise political contributions, and execute a political campaign strategy often requires the help of someone who has served as a political strategist or who has experience as a political consultant.

To learn how to win an election, or the art of running for office, visit JayTownsend.com

To receive a free copy of “The 10 Worst Mistakes Candidates Make” written by political consultant Jay Townsend, visit http://jaytownsend.com/yours-free-the-10-worst-mistakes-candidates-make

Want to talk? Call Jay at 845-458-1210


 

Message from Political Consultant Jay Townsend

Subscribe to My YouTube Channel for more videos on the art of Running for Office and How to Win an Election.

Get Your Free Copy of My Book: The 10 Worst Mistakes That Candidates Make. Enter email below and it will be sent to your mailbox.

 

 

Share this Video with Your Friends:

Political Consultant Jay Townsend here, with more on the lessons of 2014, what worked and what did not.

Today a word about that campaign message. As in your message, your slogan, your rationale, or whatever you want to call it.

Great technology, fancy microtgeting and targeted internet ads are not going to save a campaign with a meaningless or incoherent message.

Take for example former U.S. Senator Mark Udall. At a time when people in Colorado wanted to hear about jumpstarting the economy, creating more middle class jobs, fixing Obamacare, and cutting the cost of energy, Senator Udall based his whole campaign on abortion and a phony war on women. It got so bad the state’s leading newspaper called him Udall the Uterus. Colorado voters concluded he was badly out of touch.

How to construct a compelling message? It’s easier said than done which is why so few candidates running for office do it well.

1. Take a measure of the political environment. If your message it irrelevant to the environment in which you are running, it will be irrelevant to the voters deciding your fate.

2. Who is your opponent? Any message that offers an easily understood and compelling contrast with the person you are running against makes the choice easier for the voters. This past year I developed a slogan for a client. Father. Husband. Small business owner. Taxpayer. Job Creator. It worked well. Why? Because his opponent was a young kid who had never been married, never created a job, never raised a child, never held a real job or paid a property tax bill.

When Daniel Patrick Moynihan first ran for the U.S. Senate he was opposed by an incumbent Senator who shunned the spotlight and had accomplished little. Moynihan’s slogan? “You’ll know I’m there.”

3. Don’t be afraid to offer voters a message about your rationale and what you plan to do. It could be as simple as “Safe Streets. Clean Streets. More Parks. Better Playgrounds.”

There is a saying in my profession that is worth repeating, “Great footage will not save a bad script.” A good script will survive bad footage. In other words, before going crazy with all the bells and whistles available in the political marketplace, make sure your message is clear, compelling, memorable and worth repeating.

 

Stay tuned for more on the art of being a good candidate for public office:

Click here for past videos on the art of running for office and how to win an election.

 


 Political consultant Jay Townsend works with smart, passionate candidates who want to run for office, win elections and make a difference. He has successfully helped candidates learn how to run for the U.S. Senate, how to run for Congress, how to run for Mayor and develop a winning campaign marketing strategy.

How to win an election:
Running for office and knowing how to win an election is a challenge, especially for first time political candidates just learning how to run for office. Discerning the fine points of how to campaign, raise political contributions, and execute a political campaign strategy often requires the help of someone who has served as a political strategist or who has experience as a political consultant.

To learn how to win an election, or the art of running for office, visit JayTownsend.com

To receive a free copy of “The 10 Worst Mistakes Candidates Make” written by political consultant Jay Townsend, visit http://jaytownsend.com/yours-free-the-10-worst-mistakes-candidates-make

Want to talk? Call Jay at 845-458-1210


 

 

Message from Political Consultant Jay Townsend

Subscribe to My YouTube Channel for more videos on the art of Running for Office and How to Win an Election.

Get Your Free Copy of My Book: The 10 Worst Mistakes That Candidates Make. Enter email below and it will be sent to your mailbox.

 

 

Share this Video with Your Friends:

For those who may be running not in 2016, but in 2015. The lessons of election year 2014, what we learned, and what it portends.

If you’ve kept a copy of the 2014 playbook, put it on the shelf and let it draw dust. Very little of it will apply to the 2015 election year and only the stupid will use it.

Why?

The mistake that many candidates and their consultants make is they assume the next election will play out just like the last election. It won’t. It never does.

Watch this brief Campaign tip video for more insight and time honored tasks that must be performed in preparation for a 2015 race, tasks that are essential in any election.

Stay tuned for more on the art of Running for Office and How to Win an Election.


 

Subscribe to My YouTube Channel for more videos on the art of Running for Office and How to Win an Election.

Get Your Free Copy of My Book: The 10 Worst Mistakes That Candidates Make. Enter email below and it will be sent to your mailbox.

 

 

Share this Video with Your Friends:

Guest column by Steven Moore, Managing Director of Campaign Grid, one of the nation’s leading on-line advertising companies.

Guest Column by Steven Moore, Managing Director of Campaign Grid

This past fall I called a client to let him know that his principal opponent had just made a heavy investment in on-line advertising. “That’s a waste of money,” my client responded, despite my efforts to convince him otherwise. He lost by a handful of votes.

On-line advertising is here to stay, and those who ignore it are destined for the loser’s circle. Today a guest column by Steven Moore, Managing Director of Campaign Grid, one of the nation’s leading on-line advertising companies. Steve and his partner Jordan Lieberman are some of the brightest people I know, and their company is breaking new ground every day.

Six Reasons to Start Using Digital Advertising on Your Next Campaign

By Steven Moore, Managing Director, CampaignGrid

The campaign world is going digital, because voters are increasingly consuming information digitally. You don’t want to be left behind. Here are six reasons to add a digital arrow to your campaign quiver.

1) A majority of voters no longer watch broadcast TV.

A February 2014 survey sponsored by Google and conducted jointly by Public Opinion Strategies and Global Strategy Group showed that less than half of voters say broadcast TV is their primary means of consuming video. Other than live sports, 30% of voters said they did not watch live TV in the preceding week.

If you are spending all your money on broadcast TV and nothing on digital, you are not communicating with a significant portion of the electorate.

2) Those who vote most are online.

Older Americans are among the most likely to vote, and in this last election, seniors were among the fastest growing demographic online.

A recent Pew Internet poll showed that 59% of Americans over the age of 65 currently use the Internet. That number is even higher among demographics more likely to vote. Nearly 80% of American seniors with household incomes of more than $30,000 annually are online. Among college educated seniors, that number is 87%.

What are seniors doing online? Social networking is among the most popular pastimes for Internet surfing seniors. Nearly half of seniors who use the Internet report using social networking sites.

Make sure you are in their newsfeed with your candidate’s message.

3) Digital advertising is highly targetable.

You can now target online any demographic you are targeting with conventional forms of voter contact.

If your polling shows that independent Hispanic women between the ages of 45 and 65 who voted in four of the last four general elections are most receptive to your candidate’s message, we can reach that group online.

Have you ever gone to REI.com, looked at a pair of hiking boots then noticed that pair of hiking boots following you around the Internet no matter which website you happened to go to? You can target your voters in exactly the same fashion.

However, make sure that your digital ad vendor is using data-driven advertising. If your vendor does not have data backing up the buy, then you are doing the digital equivalent of sending out a piece of mail to everyone who has a mailbox.

Or worse, your vendor may be selling you “remnant advertising.” Scroll down to the bottom of your local newspaper’s website. See the ad on the bottom of the page? That is not where you want your ad dollars going.

If your vendor is selling you advertising cheap, there is a reason.

4) Digital advertising complements and amplifies conventional forms of voter outreach.

CampaignGrid research shows that adding online ads to mail is a powerful combination. In the 2014 Arkansas primary, we conducted an experiment. We divided voters into three groups for a GOTV effort – a control group with which we did not communicate, a group that received mail only and a group that received mail and CampaignGrid’s data driven online ads. The message was “What if your friends in Arkansas knew you did not vote in the May 20 election?”

The mail-only group had an 8% lift in turnout over the control group, while the mail + online group showed a 14% increase in turnout.

The multi-channel amplification effect is apparent within digital advertising as well. An aggregation of analyses for several thousand Audience Partners campaigns shows the interaction rate for display and mobile is 126% that of display alone. The interaction rate for display, mobile and video combined is 281% that of display only.

Don’t stop mail. Start digital.

5) Digital advertising is very affordable.

You can have a big impact for not a lot of money. For the price of an average piece of mail, you can show a voter a digital ad about 36 times. Make no mistake, a piece of mail is a very rich impression, but it is only one impression, and you don’t know if the person who picked it up from the mailbox is the voter, her husband or her teenage son.

CampaignGrid allows you to target voters, individually on their desktops, tablets or mobile devices. And if a voter sees your candidate’s ad 36 times over the course of a week, that is going to get their attention.

The 2015 cycle is going to see a lot of low-budget municipal elections. A perfect time to see just how cost-effective digital advertising can be.

6) Digital advertising is easy.

While seniors are rapidly joining the online community, among the 41% who are not yet online, three quarters said they felt they would need assistance from someone else in getting online.

Coincidentally, this sentiment mirrors CampaignGrid’s experience among political consultants.

The good news for campaign professionals not currently online, CampaignGrid has made it very easy to learn how to target voters on the Internet.

CampaignGrid Direct is a self-serve platform that allows even the smallest campaigns to target voters with the same precision as a multi-million dollar super PAC.

Go to the site. Check it out. With CampaignGrid Direct, incorporating online ads into your next campaign is slightly more complex than buying something on Amazon.

Steven Moore is Managing Director at CampaignGrid, and has been a user of their services since 2007. In addition to serving for 7 1/2 years as chief of staff to a Member of House Leadership, Moore has fought the resurgence of communism in Eastern Europe in the nineties, debated the finer (and more blunt) points of US foreign policy with Islamic extremists in Indonesia and, in Iraq, adapted public opinion research techniques for use in free fire zones. He can be reached via email steven@campaigngrid.com or at 202.544.5471.