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Today we begin a series of videos about how to construct a compelling campaign message for winning an election. And I’ll start with a quick overview of a political campaign on one page…what I call a political road-map. Broken into three parts.

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Your Message. The Means you will use to spread and advertise your message, and what must be done to prepare for a campaign before it begins.

In this video, I’ll give you an overview of the five components of a campaign message, and in the weeks to come I’ll go into greater detail about each…how to construct a memorable slogan, tell your story, express your values, position yourself on issues that matter to voters, and what, if anything, to say about your opponent.


First a fundamental truth about politics. Voters don’t care about you. They care about what you will do for them. If your message doesn’t tell them, your message is worthless tripe. If you have no message, nothing else you do in a campaign will matter. I can prove that with two words. Hillary Clinton.

Your message is the most important component of your campaign. The slogan you use is the summary, the rationale, the umbrella of your message, the one thing you want voters to know even if they remember nothing else.

Your story is your way of letting voters know what makes you tick, your notions of right and wrong, good and evil. It is through your story that you let voters know they can trust you to make important decisions on their behalf.

Expressing your values is your way of letting voters know yours are in sync with theirs. That you care about the same things they do. Pictures of your family, helping veterans, feeding the hungry, or reading to children lets voters know that you do.

Voters will expect you to have positions on important issues of our time. Which is why your platform should tell them your ideas, policy initiatives, what you support or don’t that would advance tax and economic policy, social issues like crime and education, and in federal races, foreign policy.

Finally, in a competitive election, you will need to compare and contrast yourself with your opponent, and do it in a way that makes you the obvious choice.

These are the five components of a compelling message. No campaign is complete without them.

Next week I’ll tell you about a time-honored formula I developed that will help you construct a compelling campaign slogan…

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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