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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.

  1. The political environment.
  2. The office you are running for and what you’ll do with it.
  3. The person you are running against.

Today we’ll talk about the fourth…

  1. 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.

Running for Office? How to develop the perfect campaign slogan part 1

Running for Office? How to develop the perfect campaign slogan part 2

Running for Office? How to develop the perfect campaign slogan part 3

Do you Want to Run for Office? Start with my Political Roadmap Series. The Road Begins Here:

Download Your Free Political Roadmap Here

 


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, part 3 on how to develop that perfect campaign slogan that is just right for you when running for office.

I’ve mentioned in previous videos that it is determined by four things:

  1. The political environment.
  2. The office you are running for and what you’ll do with it.
  3. The person you are running against.
  4. The slice of the electorate that you must win in order to prevail over your opponent.

If you face a well-known incumbent, or someone with some well-known flaws, your slogan can be used to capitalize on the weaknesses of the incumbent when running for office. Any message that offers an easily understood and compelling contrast with the person you are running against makes the choice easier for the voters.

Some examples:

Not long ago, I developed a slogan for someone running for Judge. This particular court decided the fate of criminal defendants in a crime ridden suburban county. He was a well known prosecutor used to handling criminal cases. His opponent was a civic rights attorney who had never handled a criminal case. Our slogan? “He’s been a great Prosecutor. He’ll make a great Judge.” It worked because my client had never lost a case, and his opponent had no experience handling felony criminal cases.

Another client of mine once challenged a young man in a race for State Assembly. Our slogan? “Father. Husband. Small business owner. Taxpayer. Job Creator.” It worked, and struck a chord with voters because his opponent 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 in a race for Mayor for the independent minded female running, because she was running against two men, one of whom was favored by the developers, the other the favored candidate of the political bosses.

In a seven-way Congressional race I once worked for the only woman running against six men. Their issue positions were similar and all had good resumes. Our slogan. “If you think all the candidates sound the same, you haven’t heard Sue Kelly.”  It was an easy and non-offensive way to remind voters that she was the only female running. She won easily and served 12 years in Congress.

Will a contrast slogan work for you? Take out a sheet of paper and list all the strengths and weaknesses of your opponent. Now do the same for yourself. Are there compelling differences in your biography? Are there compelling differences in your values or moral principles? Or issue positions? Or in what you hope to do for the people you represent, or the demographic slice of the electorate you are targeting? If so, can you put those differences in a short set of words that are easily remembered…words that make the differences clear and compelling? If you can, use it. Contrast slogans cut to the chase, and make the choice very easy for voters.

We’ll be covering this in greater detail in the online course I am developing, and I’ll be giving you a special worksheet 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.

Running for Office? How to develop the perfect campaign slogan part 1

Running for Office? How to develop the perfect campaign slogan part 2

Do you Want to Run for Office? Start with my Political Roadmap Series. The Road Begins Here:

Download Your Free Political Roadmap Here

 


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, we began the conversation about how to construct a campaign slogan when running for office.

I mentioned that it is determined by four things:

  1. The political environment.
  2. The office you are running for and what you’ll do with it.
  3. The person you are running against.
  4. The slice of the electorate that you must win in order to prevail over your opponent.

Today we’ll delve in to the second one. The office you are running for.

I once had a client running for Mayor of a city that had some problems. Gangs roamed the streets at night. There was drug dealing going on in broad daylight.  The parks were covered with litter. There were too few parks and too many criminals. His slogan told everybody exactly what he wanted to do. “Safer Streets. Better Parks. More Playgrounds.”

It worked because #1. It clearly stated why he was running and what he would do, and #2, it let everybody know that he knew and understood the major concerns of the electorate and that he was in tune with the political environment.

A U.S. Senator I once worked for had a very simple slogan. Known for his efforts to steer federal money back to his state for roads, bridges and mass transit, his slogan reminded voters of his record, and power in the U.S. Senate. “He’s Done A Lot. He’ll Do More.”

In another campaign for an obscure office, we used intrigue to make a point and to entice voters to vote. She was an incumbent woman running for Family Court Judge in a four way race.  The slogan “There’s a reason she’s the highest rated candidate for Family Court Judge.”  That slogan separated her from the rest of the field, let people know she was the best qualified. It was the one thing we wanted people to know about her even if they remembered nothing else.

As you construct your slogan, ask yourself:

  • Can you clearly and succinctly say what it is that you want to do, or are going to do if you get the job?
  • Can you do that in a way that lets people know you are in tune with their concerns?
  • Can you say it in a way that is catchy and memorable?
  • If voters can remember it, will it enhance your chances of winning the election?

If you can answer yes to all of these questions, you are on your way to developing a good campaign slogan.

We’ll be covering this in much greater detail in the online course I am putting together. And in that course, I’ll be offering some homework and exercises to help you come up with the perfect slogan.

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.

Running for Office? How to develop the perfect campaign slogan part 1

Do you Want to Run for Office? Start with my Political Roadmap Series. The Road Begins Here:

Download Your Free Political Roadmap Here

 


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.

 

 

I mentioned, in the last video, that I am putting together an on-line course to help people who want to run for office. It will also be a great course for those who want to help political candidates, or serve as members of their campaign staff.

In one of the lessons, I’ll be doing a deep dive into developing a campaign slogan that is just right for you.

Today, a little about what is in that lesson.

What is a campaign slogan? It is a short set of words that helps voters remember something about you. It can be the reason why you want the job, what you’ll do with the job, something that delineates what makes you different from your opponent, or that compelling cause you are fighting for.

All candidates need a slogan. Good slogans are easily remembered, interesting, and 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.

What should your slogan be? That is determined by four things you should consider as you develop yours.

  1. The political environment.
  2. The office you are running for and what you’ll do with it.
  3. The person you are running against.
  4. The slice of the electorate that you must win in order to prevail over your opponent.

During the coming weeks I’ll be going into these topics in detail.

Today, we’ll tackle the first of the four…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. I’ll illustrate that point by looking at the slogans of the Presidential candidates on the ballot in Iowa.

  • Heal*Inspire*Revive.
  • Fresh Ideas for America
  • Reigniting the Promise of America
  • Rebuild the American Dream
  • Restore the American Dream
  • Unleash the American Dream
  • A Political Revolution is Coming
  • Make America Great Again.

You don’t need to be a genius to know that not all is well in the United States, that people are unhappy about the economy, and that many feel as though they have been left behind. You’ll also note that no one has a slogan that says “Let’s Keep a Good Thing Going,” or “Happy Days are Here Again.” The slogans match the mood of the country.

As you construct your slogan, ask yourself these questions to ensure that your slogan is in tune with the environment in which you are running.

  1. Is the electorate in a good mood, or an ugly mood?
  2. Is the economy front and center, or are people more concerned about protecting the environment and improving schools?
  3. Are people clamoring for more social programs, or would they rather you cut their taxes?
  4. Do they feel safe and secure, or is terrorism on the front page of the daily newspapers?
  5. Is there a particular issue that is on the lips of everyone in your community?

Of course, none of the slogans used by the Presidential candidates would be appropriate for someone running for the Senate, or school board, or the state legislature.

So next week we’ll talk about how to tailor the slogan to the job you are running for, and what you’ll do with the job if you get it.

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:

Download Your Free Political Roadmap Here

 


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.

 

 

For you I wish the happiest of holiday seasons and a 2016 that brings you health, wealth, happiness and wisdom.
Personally, I have some big plans, some of which have already been implemented.

 

You may notice a difference in the background of this video. I am now living in a townhouse in New York City. The last of my five children went off to college this past summer, so my wife and I waved goodbye to our home of 26 years in the mountains of the Hudson Valley, and moved to the city shortly before Christmas.

More important, during the coming year, I am planning to offer an on-line course about how to prepare for, plan and prosecute a political campaign when running for office.

 

Why? The political process has become too complicated because the people who are in office want it that way. They think by erecting barriers it will discourage others from running, and competing in the marketplace of ideas. I want to fix that by making politics easier to understand and making it easier for people to run.

These same people who hold office have made it harder to get on the ballot, harder to raise money, and created road blocks to keep people out. This course will be about empowering you and helping you to break down those barriers so that your voice and your ideas can be heard.

 

There is another reason I’m developing the course. I believe all people are born with a purpose…that you are endowed by your creator with a natural passion and talent to make a difference. You have an obligation to yourself and your creator to find and fully live your purpose during your time on earth. For you cheat yourself, those you love and the cause you were born to serve if you don’t.

 

Politics can be and should be a noble profession. For it is in the discourse of ideas, the leadership of people unafraid to live their passion, that billions have been lifted from poverty, freed from the yolk of bondage and offered some measure of the freedom that is the inherent right of all God’s children.

Some of the topics we will be covering?

Module 1 will cover Candidate Preparation- How to build a great resume that will boost your career, enhance your leadership and people skills, climb the leadership ladder in civic and community organizations, and fill a room with your own magnetic charisma. Yes, you have it. It’s there if you’ll allow me to pull it out of you.

Module 2. Will cover the basics of a campaign message. A deep dive into developing a catchy and winning campaign slogan, how to develop and tell your signature story, how to talk about yourself without sounding like a narcissist, clearly communicate your values, how to highlight issue positions that leaves your opponent playing defense, how and when to put a nail in the coffin of your opponent’s campaign.

In Modules 3,4 and 5 we will go deep into the 12 different ways to communicate your message, including your speeches, debate performances and press conferences, your website, social media, internet ads, television, radio, mail, telephone calls, newspaper ads and flyers, your volunteers, yard signs, and print, television and radio reporters.

Modules 6 and 7 will cover some complicated topics- where to find and how to do first rate demographic research on your jurisdiction so that you know your market before the fun starts, how to do issue research so that you always sound like you know what you are talking about, constructing a budget so you don’t run out of money, putting together a fundraising plan that will keep you in the black,  constructing a first rate press list, how to find all that you need to know about your opponent, and the complicated task of designing and prosecuting a benchmark survey so that you have a road map to victory.

I have covered some of these topics in videos you’ll find on my YouTube page. In this course I am designing, we’ll go into them in far greater detail, with study guides, worksheets, and some occasional homework. You’ll have this guarantee if you take the course—you’ll be light years ahead of where you are today, and light years ahead of your opponent the day you begin your campaign

As I mentioned, I am still putting some finishing touches on the course. If you take the time to email me about other topics you’d like me to cover, I’ll take the time to include them in the material. Put ideas or suggestions in the subject line and send them to me  Jay@JayTownsend.com or call me at 845-458-1210. I look forward to hearing from you.

I’m Jay Townsend, wishing for all you hope to be and become in 2016.

Jay Townsend Political Roadmap 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.

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.

 

 

In order to develop a budget and a communications strategy when running for office, it is very helpful to do a benchmark survey. When should you do one? As soon as you’ve finished your research and have the money.

I’ve worked in more than 300 campaigns. The most difficult were those in which I had no data– Races in which I had to second guess where my client stood with the electorate, second guess what I needed to tell the electorate about my client’s background, values, issue positions or about his or her opponent.

I hate those kinds of campaigns, and you should be very suspicious of any consultant who claims to know what you need to do in the absence of any data. I compare that to a contractor who says he can build a brand new customized million dollar home with no blueprint. No he can’t. Even if he is an experienced builder. Even if he’s built other million dollar homes. The fact that you are building a customized home means he has never done one quite like yours. Your campaign is a customized operation, and no one has ever run one quite like yours.

Running for Office? Preparing for the Campaign: A Benchmark SurveyDownload Your Free Political Roadmap

When doing your poll there are a couple of mistakes to avoid:

  1. Don’t assume that you or your media consultant knows exactly what your strategy should be without taking a sample of public opinion. If you do, you may find at the end of the day that you’ve blown hundreds or thousands or millions of dollars on a communications strategy that was completely flawed.
  1. Do not use polls to determine your positions on fundamental issues. If you need a poll to know that you should not be running. The purpose of a poll is to test the salience of your own ideas and how they fare in the political marketplace, provide insight on how to introduce yourself to the electorate, what values to highlight in your advertising, issue positions to emphasize, how to disseminate your message and how to box your opponent.

Done correctly they will give you a Political Roadmap between where you are the day they are taken to where you want to be on election day. And done correctly, they will tell you the cheapest way to do it.

This is what you want to learn from your benchmark poll:

  • What parts of your biography do voters find most appealing? How do they react when told of your accomplishments in private or public life? Which of your issue positions and fundamental values do voters will find most appealing?
  • What parts of your opponent’s biography, accomplishments, and issues positions do voters like most? What things about your opponent do they like least? How do voters react to the flaws in your opponent’s record and issue positions?
  • When you compare your biography, your fundamental beliefs and issue positions to that of your opponent, which contrasts do voters find most compelling?
  • Of course, you’ll also want to know your name recognition. Your opponent’s name recognition. What voters already know about you and your opponent. What they like most and least about you and your opponent. What issues the voters say are most important. And, of course, some demographic questions to ensure that the electorate was properly sampled.

If you are like most candidates, you will seek the help of a professional poll taker. Before you hire one, check their references. Ask to see strategy memos they’ve prepared for former clients. Did they simply report numbers or did they offer useful insight on the advertising strategy. There are plenty of poll takers who know how to take an accurate survey.  Make sure you hire one that can also give you some insight on your communications plan.

Finally, make sure you know at the outset what your survey is going to cost. Get it in writing. Make sure that you receive a copy of the crosstabs. Do not make the final payment on your poll until the report and analysis is delivered.

Have Questions? Call me at 845-458-1210. Or email me at Jay@JayTownsend.com.

Please also be sure to visit JayTownsend.com to get your copy of my free book, the 10 worst mistakes candidates make.

Last Week’s Video: Running for Office? Preparing for the Campaign: Research 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.

 

 

Three things will determine your campaign strategy when running for office. Your resources, the political environment and your opponent. You should know all that you can about each of them at the outset of a campaign, including anything and everything you can learn about your opponent.

I was once involved in a race where the opponent of my client claimed to have earned two degrees from the U.S. Naval Academy. He’d held public office for years, and no one ever questioned that claim–until he ran for Congress. When I contacted the Naval Academy to check the veracity of his bio, I learned that he had never graduated, and had left the academy after his first semester. That Masters degree in Computer Science he claimed to have earned? The Naval Academy offers no such degree. Needless to say, his campaign blew up and he never made it to Congress.

It would seem to be a dumb mistake and it was. It would seem to be a dumb mistake that a veteran political figure would know not to make. But he did.

Running for Office? Preparing for the Campaign: Research Your OpponentDownload Your Free Political Roadmap

And this is why. It is very difficult for would be candidates to resist the temptation to inflate, embellish or exaggerate their record or accomplishments. We hear about it all the time. Candidates claiming degrees they never earned. Candidates claiming to have led organizations they didn’t. Members of Congress claiming credit for bills they never wrote, or passage of legislation they have never seen.

Sometimes it is not an outright lie, but a pattern of embellishment that will snag a candidate. In 2009 there was a young candidate for Congress who claimed to have been a high-ranking Pentagon official during the Iraq War. A Google search revealed her tweets to a one time boyfriend in which she described the position as an unpaid internship. That alone did not end her campaign, but it did make me suspicious of other claims she was making about her background and accomplishments. Upon further investigation I found that it was indeed a pattern, to which I alerted a local reporter. During his first interview, it did not take the reporter long to catch the pattern, which he dutifully covered in his story. Her campaign crashed before she got to the starting gate.

Don’t assume your opponent’s biography is error free or absent of embellishment. Check the veracity of everything they say, every degree they claimed to have earned and every organization they claim to have led. Read their position statements and look for inconsistencies, or factual mistakes. Know them better than they know themselves. That does not require a private investigator– just a little time on Google and a few phone calls.

Have Questions? Call me at 845-458-1210. Or email me at Jay@JayTownsend.com.

Please, be sure to visit JayTownsend.com to get your copy of my free book, the 10 worst mistakes candidates make.

Last Week’s Video: Running for Office? Preparing for the Campaign: Constructing Your Press List

 


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.

 

 

Your press list needs to be constructed and put together before your campaign begins when you’re running for office.

Why? Because if you don’t, somebody who needs to be invited to your formal announcement won’t, and they will then assume that you don’t have your act together. Why start with a bad impression when you can make a good one?

Who should be on your press list? Every media outlet in your district, every daily and weekly newspaper, magazine, blog, radio station, cable and commercial television station.

Running for Office? Preparing for the Campaign: Constructing Your Press ListDownload Your Free Political Roadmap

Next take a look at media outlets outside your jurisdiction. Ones that are widely read, heard or viewed by a substantial number of your would be constituents.

You want the names of reporters, their specific email address, contact information, including cell numbers. You’ll need the e-mail address and the names of the bookers and producers for the TV and radio hosts.

Be sure to also include any important columnists or guest commentators that often show up on the editorial pages of newspapers or important publications.

Once you have this, you’ll have a good list. They should receive an invitation to your announcement, all press releases, videos posts, news about your campaign, copies of your speeches and op eds that you write during the course of your campaign.

Why? Just as you need an advertising strategy and a budget to fund it, it is essential in a competitive race to have a free press strategy.

The press has a job to do. They are going to do their job whether you like it or not. If you take a passive hands-off approach to the media, you will be doing yourself and your campaign a disservice, for voters do pay attention to and they are influenced by things other than your paid political advertising. Furthermore, the press will not react well if you avoid them. In fact, they will assume that you have something to hide, or that you are afraid of difficult questions, or that you can’t answer questions or defend your positions. If they come to that conclusion, they will make your life very difficult.

Have Questions? Call me at 845-458-1210. Or email me at Jay@JayTownsend.com.

Last Week’s Video: Running for Office? Preparing for the Campaign: Your Fundraising Plan

 


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.

 

 

We’ve been talking about some of the things that need to be done before you step out your front door as a candidate. Last week we discussed your preliminary budget.

Today a few words about your fundraising plan when running for office. Yes you need one. It cannot be done on the fly.

The first rule of fundraising? Know the rules. If you don’t, find someone who does. Make sure you know what the contribution limits are, who you are allowed to take money from, when and how you are required to report your contributions and expenditures, what you are required to divulge about your contributors, your vendors and your staff.

The second rule of fundraising? Don’t let anyone on your staff raise or deposit money until they have been fully briefed on the rules.

And rule number three? Obey the rules. You are running to be a lawmaker. If during the course of a campaign you are exposed as a law breaker, it will not advance your career.

Running for Office? Preparing for the Campaign: Your Fundraising PlanDownload Your Free Political Roadmap

There are four general sources of campaign contributions.

Tier One: Family and Friends-they are the ones you ask first. They are your easiest sources of money. Your parents, grandparents, siblings, aunts, uncles, cousins, their spouses and their children. Don’t want to ask your family for money? Then don’t run. If you’ve asked all your relatives and none are willing to help, rethink what you are doing.

Once you’ve asked every relative you can find, then go to your friends. High school classmates, college classmates, people who attend your church, members of clubs and organizations you belong to, acquaintances, people on your Christmas card list, in your contact list, the people you do business with— your barber, hairdresser, plumber, mechanic, dry cleaner, attorney, doctor, dentist, wine merchant.

If you can’t remember all the people you do business with, go back through your checkbook and look at all the people you paid for something during the last two or three years. Finally, go through the yellow pages and look at the occupations. Chances are you’ll remember the name of somebody who sold you a computer, fixed the one you have, sold you flowers, your golf clubs, your insurance, your car, your new stove, or the real estate agent that sold you your house.

Tier Two: People who should want to give you money. These are people, interest groups and ideological organizations that agree with your platform, your cause and your agenda, or ideological organizations that agree with your issue positions. Where do you find these people and organizations? Pour over the contribution records of candidates who have previously sought the office you are now seeking. Look at the contribution records of candidates who hold positions similar to yours.

Tier Three: People who can be persuaded to support you if you are running a good campaign. Even well-healed groups aren’t going to give a lot of money to someone with no chance of winning. However, once your campaign is on track and you are in the news, you’ll find there are plenty of people who may be willing to help you. How do you find them? Start with the people who have already invested in your campaign. Here is a pretty good rule of thumb. Anybody who has given you a thousand dollars knows two who can give you $500. So once you have determined what you can raise from the Tier one and Tier Two groups, estimate what they can bring in through their friends and connections, and make it easy for them to help. They can make a direct request of their friends, send emails on your behalf, or write letters, or host dinner and cocktail parties. They will need ammunition in order to help you raise money…good newspaper clippings, some promising poll numbers—things that prove you’ve made progress and that you have a good chance of winning.

Tier Four: People who despise your opponent. If your opponent is an incumbent, chances are they have made a decision or cast a vote that upset a constituent or an interest group or somebody who has a fat checkbook. Let them know they have a compelling interest in stopping this dangerous person from holding public office, and the surest way to do that is by giving a donation to your campaign.

These are the common sources of money. When you have done your homework, and estimated the amount of money you can raise from each tier, you have the beginnings of a fundraising plan. Once you have numbers by Tier, you can then decide how to bring it in, Candidate Solicitation, Surrogate Solicitation, Direct Mail, E-mails and Internet Fundraising, Cocktail Parties, Dinner Parties, Large and Celebrity Events.

Have Questions? Call me at 845-458-1210.

If you’d like a copy of a more detailed fundraising plan from my book, email me at Jay@JayTownsend.com. I’ll send it to you. Just put fundraising plan into the subject line.

Last Week’s Video: Running for Office? Preparing for the Campaign: Your Preliminary Budget

 


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.

 

 

We’ve been talking about some of the things that need to be done before you step out your front door as a candidate for public office.

Today, a word or two about your preliminary budget.

If you do not have a budget, you do not have a strategy. If your budget is not in writing, it does not exist. If your written budget has been constructed without thoroughly researching what it costs to hire staff, pay the rent, the electric bill air the TV or radio commercials, send the persuasion mail, and build the website, then you don’t have a real budget. You have a disaster waiting to happen.

Running for Office? Preparing for the Campaign: Your Preliminary BudgetDownload Your Free Political Roadmap

What kind of disaster?

There was once a woman running for Governor of California. The race was close and she was on the verge of overtaking the incumbent Governor going into the last weekend of the campaign. When it came time to cut the check to the TV stations for the final weekend TV buy, she discovered that the money had already been spent on other things. She went dark on TV during the last four days of the campaign just as voters were making up their minds. That mistake ended her career in public life.

Divide your budget into two parts.

That which I will call direct voter contact, and that which we’ll call overhead.

What is direct voter contact? Those are the tools you use to communicate directly with voters. Benchmark and tracking polls. Your website. Social Media. Internet ads. Television. Radio. Persuasion Mail. Professional phone banks. Newspaper Advertising. Yard Signs. Your door to door operation.

What is Overhead? Staff. Consultants. Headquarters. Rent. Utility Bills. Accountants. Legal Counsel. Fundraising Costs. Candidate and staff travel.

You will need to budget for both. And the trick will be to avoid spending too much of your money on overhead at the expense of your advertising budget. You can have the best paid staff, the highest paid consultants, the nicest office space and great looking furniture. Whoopee. That is a good way to lose an election if those luxuries come at the expense of your advertising budget. Your message is what wins an election, and if you do no advertising, no one will ever hear your message.

This is a general rule of thumb. You want at least 2/3rds or more of your budget going to direct voter contact— the tools you use to communicate your message directly to voters. One third or less should go to overhead.

One note of caution about constructing the budget. No guesswork. No guestimating. Real Numbers. It is essential that you have an accurate picture of what things cost. And it is equally important that you know when you are going to spend how much on what. Yes, you need to break your budget down month by bloody month.

Boring? Yes. Essential? Yes, unless you like losing, or ending a campaign in debt, or being stuck with a stack of bills on your kitchen table and people lined up at your door demanding their money.

Don’t let that happen to you.

This past election season I was involved in more than 2 dozen campaigns. Every single one had a budget. Nobody ended their campaign in debt. All programs were fully funded and all funds went to wherever they need to go right on schedule. And everybody slept well at night knowing that we were always at or under budget.

Have Questions? Call me at 845-458-1210. If you’d like a copy of the budget template I use, with a line item list of things you should budget for, email me at Jay@JayTownsend.com. I’ll send it to you. Just put budget template into the subject line.

Last Week’s Video: Running for Office? Preparing for the Campaign: Issue Research

 


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.