Political consultant Jay Townsend here.
You’ve seen it. There are those who walk in the room and nobody notices. They leave without anybody knowing they were there.

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Then there are those who change the temperature of the room the second they enter the doorway. And suddenly everybody is looking at them, anxious to shake their hand and say hello.

We call that magnetic charisma, and you have it too though you may not know it.

It starts with the way you look. For communication begins before a word is ever said.

If you look like a slob people will assume you are one and not worth talking to. So dress the part. Men should wear suits with a coat and tie, or for less formal occasions at least a sport coat. Wear nice shirts that fit well.

Female political candidates are held to an ever higher standard than men. How should you dress? Take a close look at female members of the U.S. Senate. Even those who are a little on the heavy side wear clothes that fit, and colors that compliment them. New York’s Kirsten Gillibrand is one of the Senate’s best dressed members.

Keep your posture erect. Always stand up straight. And smile when you walk into a room.

When you meet people look them in the eye, firmly shake their hand and repeat their first name. To most people their first name is the most beautiful word in the English language.

Finally, when you meet someone, engage them. Ask them where they are from, what they do for a living, their families and children, or find something complimentary to say. They’ll fondly remember you even if you don’t remember them.

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Stay tuned for more on the art of Running for Office and How to Win an Election.

Click here for past videos on the art of running for office and how to win an election.