Running for Public Office: Tip 10 – Paint Pictures with Words
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Tip #10. Paint pictures with words.
Not long ago I met with a candidate running for public office, and asked him what three things he would like to accomplish if he was elected to Congress.
He wanted to reform the tax code. He was to cut crime in urban neighborhoods of his district. And he told me that he wanted more economic growth. Fine.
Except that voters will not easily remember these words for they are mere words. The human mind does not remember words. The mind remembers pictures, and good candidates who expect their words to be remembered will paint pictures with the words of their rhetoric and their stories.
For example, instead of saying you want to cut crime, talk about a city where the silence of the night is never again shattered by the sound of a gang member’s gun.
If reforming the tax laws is your goal, talk about fixing a tax code that has more holes than a trainload of swiss cheese.
If economic growth is your ideal, talk about policies which will allow people to once again climb the rungs of the economic ladder.
In any given campaign, you are competing for attention for tv time, for ink in a newspaper and for space in the minds of the voters. The more vivid your rhetoric, the easier it is for voters to remember what you had to say. The more likely it is that you’ll get the attention of the press. The more likely it is that you will stand out in a crowd.
Words are to a public figure what the brush is to an artist. Paint pictures with your words and it will be a lot easier for voters to remember what you had to say.
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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.
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