We’ve been discussing how to construct a compelling campaign message. Today’s video is the second in a series that will make it easy if you are running for office.
A good campaign message has the same elements as a good story… A threat. An evil. A villain. Fear. A victim. Hope. Opportunity. A resolution. A hero.
Last week we talked about how to identify the threat, evil or villain that you want to mitigate, fix or fight if you are elected.
Today a few words about fear, victims and hope- all crucial elements of your campaign narrative.
Who are the victims of the threat, evil or villains in your campaign narrative? Young adults denied a college education? A cancer victim who can’t get health insurance? A homeowner who can’t pay their property taxes? Innocent people killed by senseless gang violence? People denied their religious or civil rights?
What do we have to fear if the threats, and evils you mentioned are not fixed? Civil unrest? An ill-educated workforce? Gang violence in our streets, parks and playgrounds? People denied essential health care? People forced to abandon their homes?
What hope and solutions can you offer your constituents? More jobs, higher wages, access to affordable health insurance, help with college tuition, more police to patrol streets and playgrounds, lower property taxes?
As you make notes about the threats, evils, villains, the fears, victims and hope you can offer voters, begin writing your narrative…500 words or less…an op-ed you might submit to a newspaper that tells voters why you are running.
Next week I’ll be back with a few words on the other elements of your campaign narrative-offering solutions voters find plausible, identifying the hero in your story, and why electing you to public office is the best way to fight the threats, evils and villains you identified.
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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:
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