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We’ve been discussing the many ways of communicating your message.

 Today we’ll discuss social media.

 

If you are not using it, shame on you. You are losing a priceless and inexpensive opportunity to raise money, spread your message, recruit volunteers and generate traffic to your website.

 

Running for office? Using Social Media to Spread Your MessageDownload Your Free Political Roadmap

Visit the websites of the Presidential candidates and you’ll find they are all using Twitter, Facebook, Instagram, and YouTube. The social media champion? Marco Rubio, who is also using Google plus, Pinterest, Vimeo, Flickr and Tumblr.

They are doing social media for the same reason you should. Voters have their own preferences about ways they like to receive information. Some like to read. Some like to look at pictures. Some prefer videos.

By using a variety of social media tools, you are allowing voters to receive information in their preferred form, and making it easier for them to volunteer, give money, attend an event, download a poster, share information with their friends or download that list of targeted households in their neighborhood so they help turn out the vote.

The most innovative of all at the moment is Facebook. Facebook has 189,000,000 monthly users in the United States alone.

A year ago, Facebook improved its video capability, allowing users to embed videos in their posts. Today there will be 4 billion video views on Facebook.

If you have a Facebook account, everything you have read, every video you have watched, every like you have clicked, every comment you have made is somewhere in the Facebook database and that information about you is invaluable to a political candidate.

Here is the fun part. You can now upload your own database into Facebook…your own list of supporters, volunteers and people sympathetic to your cause… and Facebook will find others in their database that match the profile of those on your file.

You can also reach specific kinds of people on Twitter through the adept use of keywords and hashtags. Like Facebook, Twitter allows you to upload your own data to find like minded people on Twitter. Twitter has even published a 70 page booklet on the do’s and don’ts of expanding your reach. Want it? Click on the link and download it.

Get Your Twitter Handbook: Running for Office? Tap Into the Power of Twitter.

  • Content Strategies
  • Advanced Twitter Tools
  • Basics of Twitter

Finally, with all social media it is best to remember one very fundamental truth: They own the platform. You don’t.

They can change their rules any time they want whether you like it or not. Don’t store your database on their social media platform and expect it will always be there. You want those emails and contact information in your database, and your goal with any social media tool is to get the user to your website, into a file that you own and control.

Just as important, we are now in an age of internet advertising, a medium that allows you to target the computers and IP addresses of voters, including those who have visited your website. Make sure that the code that allows you to capture that information from your website visitors is properly embedded on your website by your website designer.

Have questions? Call me at 845-458-1210 or email me at Jay@JayTownsend.com.

Last Week’s Video: Running for Office? The Do’s and Don’ts of Your Website

 


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.

 

Last week I began a series of videos about the means of disseminating your message. Starting with you. The Candidate. The words that come out of your mouth.

 

Today we’ll discuss the do’s and don’ts of your website.

You should have a website even if you are running for dogcatcher.

 

Running for office? The Do’s and Don’ts of Your Website

Download Your Free Political Roadmap

What makes a good website?

This is the definition of a bad one. Grainy pictures that don’t flatter you, laden with convoluted copy that is difficult to read or comprehend, with a homepage that looks the same day by day and week by week. Don’t do that. It’s yuko.

What is a good website? I’ll start with the basics. The home page should be updated frequently with news articles, information on campaign events, fundraisers or commentary so that it has a unique look every time a viewer visits. In other words, make your website sticky.

The banner at the top of the home page should clearly display your slogan, links to the social media that you are using, and your phone number.

The buttons on your navigation panel should also include an about page, which should contain an itemized, chronological biography and your story in a narrative form. Once it is on your website it is permanent, so make sure every word of your bio is dead on accurate.

Other must do items on the navigation bar…a button that links to your issue positions and thoughts on matters that are relevant to the voters in your jurisdiction. If you have a record, it is also a good place to list your accomplishments.

I also recommend that all candidates establish a YouTube Channel, and place a link to it on their website navigation bar. Many people prefer watching videos over reading text.

The volunteer/e-mail signup/contribute button should be visible on every page of your website, and also posted as a button on your navigation bar.

Other important matters. Stick with me because this is really important.

You really really want to capture the email addresses of people willing to leave one. Give something away if you have to…a free subscription to your newsletter, an insider’s guide to the campaign, or a bumper sticker.

Make sure that every video and every picture flatters you. If it doesn’t, don’t post it. Pictures and videos should be on every page of your website. You can now easily do high quality video posts using an iphone or ipad.

Make sure you put your website address on every palm card, in every email you send, every sign, every mail piece, in every TV or radio ad.

You want to make it easy for people to find your internet headquarters.

Pay attention to Search Engine Optimization (SEO). Make sure to keyword your name and the office you are running for in the title, headline, body of your copy, and images on your website. That lets Google know what your website is about, and it will improve your ranking in Google’s search engine.

Don’t know how to do a website? Easy. Go to Google. Type in ‘how to build my own website,’ and you’ll find plenty of companies that make it easy and inexpensive.

Next week we’ll talk about social media and how to use it.

In the meantime, if you have any questions about what I’ve said, call me at 845-458-1210, or email me at Jay@JayTownsend.com.

Last Week’s Video: Running for Office? Why the Words of a Candidate Trump All Else

 


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.

 

 

During the past month, I’ve been discussing the components of your message: How to develop your slogan, tell your story, communicate your values, issues positions, and what to say about your opponent.

 

Today we turn to the means of disseminating your message. There are at least a dozen ways to do that, which I will cover in the coming weeks. Today, I’ll discuss the most important: You. The candidate. The words that come out of your mouth.

 

Running for office? Why the Words of a Candidate Trump All Else

Download Your Free Political Roadmap

Are your words important?

You be the judge. Compare the words of candidate Reagan, John Kennedy, Winston Churchill, with those of Donald Trump. Words carried three of those four men to the pinnacle of power. Their words won wars, lifted nations, and inspired millions. I’ll let you ponder how far the words of Mr. Trump will carry him.

Running for Office? Why the Words of a Candidate Trump All Else

Donald Trump Running for Office

Words are the most powerful drug mankind has ever known. The internet is the most power weapon ever invented. What a candidate says, what you say and how you say it is the greatest and most powerful asset you will ever have. It is the basis upon which voters will judge you. It is the basis upon which they will decide to trust you with their most sacred of all possessions… their vote.

During the course of your campaign, words will be used in speeches, press conferences, press interviews, in debates, encounters on the campaign trail, the events you attend, in conversations you have if you go door to door.

How a candidate looks, how YOU look when you deliver a message is equally important. Sloppy dress, poor grooming, gaudy jewelry, bad breath, a bad temper or bombastic name calling will always overwhelm your message and make it impossible for voters to hear it.

For all the talk in recent years about social media, micro-targeting, and the high-powered bells and whistles in the political marketplace, too little has been said about the lost art of political poetry. We live in a country that desperately hungers for candidates that offer inspiration… some hope that tomorrow offers a brighter day.

Here is an eternal truth. If you are hitting a responsive chord with the electorate, offering words that lift, speaking with authenticity, connecting with the hopes and dreams of those whose votes you seek… your candidacy will catch fire. If you don’t, it won’t no matter how many bells and whistles you use.

The United States is going through a difficult time, and the problems are mammoth. A suggestion for candidates, and those of you who would lead our communities and country through the present day rough-patch. Lift people up. Use your words to help people believe in what they can do with their God given talent. Allow yourself to be an inspiration to a country that needs some heroes. Rather than denigrate, inspire. Rather than bemoan the present, paint a picture of what can be. Instead of inciting hatred and instilling fear, rise above the chorus of the age and dare to sing a different song.

If you are looking for help on how to do that, reach me at 845-458-1210. Or email me at Jay@JayTownsend.com.

Last Week’s Video: Running For Office? Your Campaign Message- What to Say about your Opponent

 


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.

 

 

The message part of your campaign has five components: your rationale, your story, your values, your issue positions, and what you say about your opponent.

 

Today, we’ll discuss what it is that you say about your opponent.

Running for office your campaign message what to say about your opponentDownload Your Free Political Roadmap

In my time, I’ve won political campaigns without saying a word about the opponent. If your opponent has no money, isn’t making any real effort or gaining any traction, you don’t need to say anything. Ignore them.

However, most of the time in competitive races, it will become necessary to compare and contrast yourself with your opponent. What you say, how you say it, when you say it is a judgment call that depends on your strategy. I can’t advise you on that without knowing your strategy.

What I can tell you is that it is foolish to go into a campaign without knowing your opponent backwards, forwards, sideways and six ways from Sunday.

When I was in my 20’s my first mentor used to say that campaigns were won and lost in the library. Today they are won and lost on google and what you can learn with a few phone calls.

What do you want to know about your opponent?

Is their biography accurate? Did they really do the things they said they did? Accomplish what they said they accomplished? Earn the degrees they said they earned. Author the legislation they said they authored? Lead the fight they said they led?

I once worked in a Kentucky campaign against a Senator who claimed he’d earned two degrees from the U.S. Naval Academy. He’d been saying it for years, and it was in his official biography published by the State of Kentucky. When I called the U.S. Naval Academy to check, I learned he’d never earned any degrees from the academy. It was a bold faced lie.

Why do politicians do that? Because it is human nature for those in the public life to exaggerate and embellish. All the more reason for you to double check every detail in your opponent’s biography.

Look at their public statements. It’s easy to find them on google, or Lexes-Nexus. Are they consistent in what they say? Did they claim credit for something they did not do? Did they take a position on an issue in front of one group, and the opposite position in front of a different audience? Closely examine what they claim to be their accomplishments.

I was once involved in a Congressional race where a candidate claimed to have worked as an analyst at the Pentagon during the Iraq War…a job that required top security clearance. That’s what she told an audience on the campaign trail. What we later discovered was that she was an unpaid intern who ran the copy machine. How did we discover it? That’s the way she described the position in a tweet to a one-time boyfriend. Her campaign quickly fell apart.

Look for things in your opponents past that suggest their values are out of sync with the electorate. George Bush 41 discovered that as Governor, Mike Dukakis had vetoed a bill requiring students to recite the pledge of allegiance. In 1988, that bothered a lot of people. Bush won 40 states.

If you are running against an incumbent, look at where their money comes from. Do they receive money from unsavory characters or special interests? Take a look at their voting record and look for a relationship between the votes cast, policy decisions made and the contributions they receive. More than once I have defeated an incumbent politician by demonstrating a quid pro quo between a lawmaker’s decisions in office and the money flowing in their campaign account.

If you are running against an incumbent, look closely at how they spend their campaign money. Many often use their campaign accounts to enjoy tax free dinners at fancy restaurants, buy lavish vacations, golf club memberships, luxury cars and to supplement the income of family members they hire as consultants. That is a no no.

Assign to someone in your campaign the job of learning everything there is to know about your opponent…their story, life history, bio, public statements, record, votes and campaign contributions. It is some of the most important work your campaign will do. In a competitive race, that information is the difference between winning and losing.

Have questions? You’ll find me at 845-458-1210. Or email me at Jay@JayTownsend.com.

Last Week’s Video: Running For Office? Your Campaign Message- Communicating Your Position ‘On the Issues.’

 


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.

 

 

The message part of your campaign has five components: your rationale, your story, your values, your issue positions, and what you say about your opponent.

 

Today, we’ll talk about how you communicate your positions on the issues.

Issues matter, and they decide elections. And in the absence of any other compelling differences between you and your opponent, voters will take into consideration your position on the issues of our time to make a decision in the voting booth. This is what voters want to know. Are you someone who would vote the way I would? Would you make the same policy decisions I would?

Running for Office? Your Campaign Message. Communicating Your Position on the Issues.

Download Your Free Political Roadmap

There are a plethora of ways you can use your position on the issues to distinguish yourself from your opponent. Those that work best are those in which you and your opponent agree that you disagree— on an issue in which your opponent is on the wrong side of an argument. That is worth repeating. The issue that will work best for you is one in which you and your opponent agree that you disagree, where a majority of the voters are on your side of the argument.

For example. In 1984 Walter Mondale and Ronald Reagan had a disagreement on Taxes. Mondale wanted to raise them and said so. Reagan said he didn’t. Advantage Reagan.

In 1994, George Pataki and Mario Cuomo openly disagreed about the death penalty. Pataki was for it. Cuomo was against it. At a time when crime was rampant in New York it helped Pataki win an election for Governor.

More recently, candidates created strategic fault lines over Obamacare, taxes, pay equity, gay rights, charter schools, special taxes on wealthy people, the death tax, trade.

In fact this part of your campaign is where you can be your most creative. A place where you can pick a fight and come out on top. Inventory where you and your opponent are on the issues, find a difference and pick a fight you can win.

  • There are economic issues: Spending. Debt. Jobs. Trade. Immigration. Zoning and Development. Budget Deficits. Entitlements.
  • Social Issues: Charter Schools. Climate change. Healthcare. Campaign Finance. Ethics reform. Religious Freedom. Crime.
  • Foreign Policy: When we go to war and when we don’t. The Middle East. Fighting terrorism. Treaties. Nuclear Agreements. Israel.
  • If you are running for Mayor or City Council, it could be the level of city services, Garbage pickup. New playgrounds. Cleaner Streets. Safer Neighborhoods, inner city drug dealing and the level of police protection.

A word of caution. The issue that you pick needs to be relevant to the voters and the office you are running for. And though you may have found a great issue that defines the election in a way that works for you, you will still be expected to answer questions on the issues that may not be part of your advertising strategy.

 A few suggestions:

  1. Do your homework and know what you are talking about. Most voters are not sophisticated about every issue that I have just mentioned, but they will expect you to be well informed and they will expect you to have some sort of opinion.
  2. If you are blindsided by a question and know nothing about the subject, it is better to say that you are still studying the issue rather than blather gibberish in front of a TV camera or pretend to a reporter that you know what you are talking about when you don’t.
  3. Be consistent. Flip flopping on any issue is not something that will endear you to voters or reporters.

Through the years I’ve seen many candidates win elections and create careers in public life by becoming the champion of a new cause, a new idea, a new policy initiative or a new way of doing things. That’s the way our democracy is supposed to work. Be bold. Be brave. Voters like it when you are.

Have questions? You’ll find me at 845-458-1210. Or email me at Jay@JayTownsend.com.

Last Week’s Video: Running For Office? Your Campaign Message- Communicating Your Values

 


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.

 

 

The message part of your campaign has five components: your rationale, your story, your values, your issue positions, and what you say about your opponent.

 

Last week I explained why and how to tell your story.

Today we’ll talk about ways to communicate your values. What are values? They are your fundamental beliefs and convictions. Your passions. The unwavering principles that make you who you are, the prism through which you will make decisions that affect the everyday lives of your constituents.

Running for Office? Your Campaign Message—Communicating Your ValuesDownload Your Free Political Roadmap

Why communicate your values? Voters are smart enough to know that you will have to make difficult decisions on their behalf. Communicating your values lets them know they can trust you to do that. If you don’t think that’s important, study the campaign of Mitt Romney.

How do you communicate your values? Words. Pictures. Symbols. And what you choose to highlight about your biography.

A picture of you staffing a soup kitchen says that you care about poor people. A mother that puts a picture of her husband and six children on a campaign flyer is making a statement about what matters to her. A picture of you thanking veterans for their service says you honor their sacrifice. A visit to a classroom and a photo op reading books to young children says that you believe in education. Putting a flag on the lapel of your suit sends a message about your patriotism. A picture of you helping with a food drive in a church suggests that you believe there is a creator and that you support the philanthropic mission of religious institutions.

Want to let working men and women know that they are important to you? Visit the assembly line in a factory, or host a town hall meeting with factory workers. A picture of you going door to door says that you care about what people think.

Failing to communicate your values leaves a void in the minds of voters and gives your opponent an opportunity to paint you as out of touch. Once that happens, it’s hard to get your campaign back on track.

Have questions? You’ll find me at 845-458-1210. Or email me at Jay@JayTownsend.com.

Last Week’s Video: Running for Office? Your Campaign Message- Telling Your Story


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.

 

 

The message part of your campaign has five components: your rationale, your story, your values, issue positions, and what you say about your opponent.

 

Last week I covered what we call your rationale, otherwise known as your slogan.

Today we’ll discuss how to tell your story. And I’ll start with a basic and fundamental truth. Voters don’t care about you. They care about what you are going to do for them. So why tell your story at all?

Running for Office? Your Campaign Message—Telling Your Story

Download Your Free Political Roadmap

Because it is through your story that voters will judge the credibility of everything you say. If you don’t tell your story, they won’t know what grounds you, what you have done, or accomplished, or what qualifies you to make decisions and govern on their behalf.

Think of it as building a house. Your story is the foundation. Without it nothing will stand.

There is another very compelling reason to tell your story. Politics is civilized warfare. If you don’t tell your story on your terms, your opponent will tell your story on their terms— and they won’t talk about the good things you did…they’ll talk about the stupid things you’ve done or said.

The mistake that many candidates make when telling their story is that they slap a detailed bio on their literature, or clutter their first commercial with meaningless prattle.

Don’t do that. This is what voters need to know. What have you accomplished? Did you create jobs? What causes did you embrace? What movements did you lead? Who are the people you helped and how? What hardships did you endure? What aspects of your story tell the voters about your character…your beliefs and convictions? That is what makes you interesting.

Smart candidates display their biography and story through a seminal event that happened in their life… one that helps explain their point of view and what makes them tick.

A couple of examples:

1) A client of mine who was a contractor had once declared bankruptcy. The circumstances were this. He was building an expensive home. The owner fell behind on the payments. Rather than layoff his workers and walk away from a job half done, he continued doing the work until the house was in a weather ready condition. He was eventually forced to declare bankruptcy until his successful lawsuit against the owner wound its way through the court system. When voters heard the story, they quickly concluded that he was a man of integrity, character, one who would do the right thing when confronted with a difficult decision.

2) Another client of mine ran for Family Court Judge. She was a single mother who was raised on a farm. We told the story of how she worked side by side with her brothers digging ditches in the family orchard, put herself through law school, raised a daughter to be a star athlete, and a son who was valedictorian of his high school. Voters concluded that she was grounded with a work ethic, would treat men and women as equals in the courtroom, and that she placed special priority on the welfare of children.

How you tell your story makes all the difference. Need help in telling yours? You’ll find me at 845-458-1210. Or email me a Jay@JayTownsend.com.

Last Week’s Video: Running for Office? Your Campaign Message- The Slogan

 


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.

 

 
 

 

Last week I gave you an overview of a political campaign. The three legs include your message, the means you will use to disseminate the message, and the preparation that needs to be done before you run.

The message part of your campaign has five components, your rationale, your story, your values, your issue positions, and what you say about your opponent.

 

Today we’ll talk about your rationale. Your slogan…the reason you want the job, what you will do with the job if you get it. It should be easily remembered. Interesting. Catchy. The one thing you want people to know about you even if they remember nothing else. Short enough to fit on palm cards, literature, posters, yard signs and the header on your website.

Running for Office? Your Campaign Message--The Slogan

Download Your Free Political Roadmap

What should your slogan be? I can’t tell you. I can however, tell you what to consider when you construct one.

1. The political environment. If your message is irrelevant to the environment in which you are running, it will be irrelevant to the voters deciding your fate.

2. The office you are running for and what you’ll do with it. If you are running for Mayor it could be as simple as “Safer Streets. Better Parks. More Playgrounds.” If you are running for Congress it might be “Reaching across the aisle to create better jobs, higher wages.”

3. 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.

When do you know you are done playing with the words in your slogan? It should pass one of these tests.

  • Does it spark an emotional connection with voters?
  • Does it clearly differentiate you from your opponent?
  • Does it tell people exactly what you’ll do if you win?

Some examples:
“He’s been a great Prosecutor. He’ll make a great Judge.” Works well because his opponent has never had any experience handling felony criminal cases.

“Father. Husband. Small business owner. Taxpayer. Job Creator.” Worked well because his opponent was a young man who had never been married, never created a job, never raised a child, never held a real job or paid a property tax bill.

“Unbought. Unbossed. Nobody’s Mayor but Yours.” Worked well because the candidate was the lone female, running against a man who was favored by the developers, and another endorsed by the political bosses.

“Unafraid to Speak his Mind. Never Afraid to Lead.” Worked well because people were in an angry mood, the candidate was a populist, and running against go-along, get along moderates.

There are a lot of wonderful bells and whistles now used to communicate in the political marketplace. Great tools that are worthless absent a clear rationale or campaign slogan. Spend some time with it and get it right.

In the next video we’ll talk about how to tell your story.

Have questions or comments. Hit the comment button. Or call me 845-458-1210.
My email is Jay@JayTownsend.com.

Last Week’s Video: Running For Office? A Political Campaign Explained in 5 Minutes.


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.

 

 

Over the last couple weeks, I’ve talked with more than 20 candidates who want to run for office. There is a common request. All ask for an explanation, a big picture view if you will, of what is entailed in a political campaign.

 

Today, I’ll provide the overview to you in less than 5 minutes. In the coming weeks I’ll go into greater detail about elements of what I call the road map of a political campaign.

 

There are three major components:

Jay Townsend Political Roadmap running for officeDownload Your Free Political Roadmap

The message, the means you will use to disseminate the message, and the preparation that you should do before you begin the campaign.

Your message has five components…information voters expect you to tell them. What is your rationale…the reason people should vote for you. What is your story, as in what have you done or accomplished that qualifies you for the job. What are your values…your deeply held beliefs and convictions. What is your position on important issues of our time? And what makes you better than your opponent?

The means you use to disseminate your message can take many forms. You—as in the speeches you give, the photo ops and the press conferences you have, or the doors you knock on. Your website. Social media. Internet ads. Television. Radio. Persuasion mail. Telephones. Newspaper ads. Volunteers that distribute your palm cards or flyers. Yard signs. And the coverage you generate from the press.

Then there is the preparation that should be done before you step outside your front door as a candidate. Research on the district—the partisan affiliation, age, income, education level, turnout patterns, race, religion, ethnicity, and the major employers. Issue research—so that you know what you are talking about when you are in public.

  • A preliminary budget, so that you know how much money you’ll need to raise.
  • A fundraising plan, so that you are not left with a stack of unpaid bills.
  • A press list, so that you know the names of important reporters and press outlets.
  • Opposition research, so that you are familiar with the statements and voting record of your opponent. And in large and complicated races, you’ll also want to do a benchmark survey before putting the finishing touches on your advertising strategy.

So there you have it. The elements of a political campaign in less than 5 minutes.

During the coming weeks I’ll be doing a deep dive into each of the items I just mentioned… how to tell your story, convey your values, articulate your issue positions and deal with your opponent. How to make sure that you pick the best and most efficient means to disseminate your message. How to ensure that you are well prepared and ready to put your best foot forward before the campaign begins.

In the meantime, if you have questions or comments, hit the comment button, call me at 845-458-1210, or email me at Jay@JayTownsend.com.

 


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.

 

 

Seldom do I confide that I am stumped by someone’s campaign strategy, but Jeb Bush has me baffled.

 

He’s been an active Presidential candidate for six months, and it was only last week the he began to reveal his agenda. He said he’ll cut taxes, make us strong, reduce those nasty regulations and graduate more kids who can read. I’m not sure how that differentiates him from 20 other candidates who are promising to do the same thing.

In his time, Jeb Bush was one of the most conservative Governors in the United States. It wasn’t until last week that he said much about the taxes he cut, the educational and tort law reforms he implemented, or the economic growth Florida enjoyed when he was Governor.

Deciphering the Baffling Jeb Bush Strategy by political consultant Jay Townsend

Deciphering the Baffling Jeb Bush Strategy

Why, therefore, has he not been talking about his record for the past six months? The Jeb we’ve been reading about is known for open borders, unfettered immigration, automatic citizenship and common core. I don’t know a Republican primary electorate in any of our 50 states where that is an easy sell.

What is his overarching rationale for running the country? Smart candidates have a slogan—a memorable phrase that embodies why they want the job or what they’ll do with it if they get it. John Kennedy spoke of the “New Frontier.” Gerald Ford had “He’ll make us proud again.” Carter had “Leadership. For a Change.” Eisenhower had “Peace and Prosperity.” Bill Clinton had “It’s Time to Change America.” Governor Bush’s slogan? “Jeb.” What is that suppose to mean?

And then there is the early primary strategy. In my rule book it says you have to win the playoffs to get to the final game. Those early playoffs include Iowa, New Hampshire, South Carolina and Nevada. Two are conservative caucus states. And South Carolina is southern and very conservative. Victory in New Hampshire is not a given, especially if Christie, Rubio, Kasich and Pataki decide to compete with Bush for the moderate independents that are allowed to vote in Republican primaries there. If Bush loses New Hampshire, he’ll be 0 for 4 in the first four contests.

Never before has that been the route to a nomination.

Presidential campaigns are a long haul, and Governor Bush may yet find his footing. But in political primaries, you must have what we call a unique selling proposition—something that clearly sets you apart from the field—a message that appeals to a clearly defined demographic that will show up to vote in primaries—a compelling message or slogan that interests people in your candidacy. And in Presidential campaigns, you must have a clear path to victory in one of the early contests.

Think you understand the Bush strategy? I’d love to hear your thoughts, as would the many others who receive my posts. Hit the comment button, share your comments and questions.

 

More 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.