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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.  

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:

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.

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