In a recent video I mentioned there are four key pillars of a political campaign: Your campaign message, how you execute it, your campaign strategy and how you outsmart your opponent.

This is the first of two videos on executing your campaign message. There is the what you say, and the what you pay to say, otherwise known as advertising.

Today I’ll talk about the words that come out of your mouth.

You will need to give speeches. You may have to debate your opponent. You will be expected to conduct interviews with newspapers, and perhaps radio and television stations. And unless you are paying for the campaign out of your own pocket, you’ll need to meet and speak with campaign contributors.

These are items only you can do. They cannot be delegated. The words that fly off your lips can make or break your campaign.

When you become a candidate you become a public figure. Everything you say. Every word you say is subject to scrutiny.

You are the star of your play. The main attraction in your movie. You must look and sound the part, for if you want voters to listen to you, you must look like you are worth listening to. You therefore must be well rested. Well dressed. Well groomed. Well read. Well briefed. Well prepared.

As a political candidate, your supreme obligation is to the play well the part only you can play. For most, that is a full time job. For there is an art and a science to practicing for a speech, an interview or debate:

• How to pivot off a difficult question to a topic that gets you votes.
• Knowing what you are going to say during the first 2 minutes of an interview, regardless of the question that is asked.
• How to control your body language and keep your cool in the face of hard questions.
• How to leave your opponent playing defense during a debate.
• How to use a news story to offer the perfect sound bite during an interview.

All require preparation, research and rehearsal time. Something all smart candidates set aside time to do.

If you would like some help with your campaign, please visit my website at JayTownsend.com.