Today part 4 in this series on how to develop that perfect campaign slogan that is just right for you when running for office.
In previous videos I’ve addressed the four things to consider as you develop yours.
- The political environment.
- The office you are running for and what you’ll do with it.
- The person you are running against.
Today we’ll talk about the fourth…
- The slice of the electorate that you must win in order to prevail over your opponent.
Smart candidates running for office see emerging trends before others do. And quite often they spot it by looking at demographic trends. There is truth in the assertion that demography is destiny.
In a recent campaign in Africa, I discovered that most of those eligible to vote were under the age of 50. My client, a very outspoken young man in his 30’s, faced a quiet, soft-spoken, aging incumbent. Our slogan? “The Energy of Youth. The Passion to Lead.”
Large urban areas tend to be a melting pot, and those who live in which neighborhood can change quickly. In Queens, NY, what used to be a white Irish and Italian County is now heavily populated by Asians. A few years ago, a smart Asian candidate who had taken the time to study demographic trends noticed that Asians had become the majority of the jurisdiction. She had a simple slogan “It’s Our Time. It’s Our Turn.”
Sometimes it is not demographics, but changing attitudes about a particular issue. Ten years ago, Americans were in a tough on crime mood. Three strikes you’re out, was the chant of many candidates. Today, few think that we should send a teenager to jail for possessing a small amount of pot. Likewise, the Presidential race has demonstrated changing attitudes about immigration, trade and who is allowed to give how much to a political candidate.
Being the first to spot a trend, and incorporating that into your slogan, or aiming it at a key demographic is one way to set yourself apart with your campaign slogan.
In this series of video we have discussed the political environment, the office you are running for, contrasting yourself with your opponent, as well as today’s topic. All are important considerations when developing your slogan. How do you know when you are done formulating 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?
- Is it appealing to a slice of the electorate you must have to win?
If it does, you have your slogan.
As I’ve mentioned we’ll be doing a deep dive into this and many other subjects in my online course. Those that take it will receive worksheets and material that will make this process very easy.
In the meantime, if you have questions, Call me at 845-458-1210. Or email me at Jay@JayTownsend.com. And be sure to visit JayTownsend.com to get your copy of my free book, the 10 worst mistakes candidates make.
Do you Want to Run for Office? Start with my Political Roadmap Series. The Road Begins Here:
- Running for Office? A Political Campaign Explained in 5 Minutes
- Then follow along on my Blog- Jay’s Campaign & Communication Tips or Watch all the videos on my YouTube Channel
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.
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To learn how to win an election, or the art of running for office, visit JayTownsend.com
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