38 Things I've Learned About Campaigns
1
People read obituaries, comics and high school sports. Stop worrying about letters to the editor.
2
The quantity and quality of mail usually decides who wins and who loses in California elections.
3
Spend your money as close to Election Day as possible.
4
In the end, it will be the candidate who raises the money who wins.
5
Use words like “only” and “the” in your campaign message
6
Tell your story. Stick with the story. People like a good story.
7
More emotion, less resume.
8
Use slate cards in non-partisan races.
9
Worry about fundraising from the moment you wake up until you fall asleep.
10
Find a metaphor or an archetype to best describe your and campaign.
11
Avoid slogans - they are not the same as a message.
12
Hire the best professional photographer the campaign can afford.
13
Collect cell phone numbers and email addresses constantly and treat them like they are gold.
14
The Web - Sorry, but you will not raise money on the Internet.
15
If volunteers' activities cannot be quantified, don’t ask them to do it.
16
One of the best campaign messages I’ve heard is: “Make welfare as hard to get as a building permit.”
With that one phrase, I can tell how the candidate stands on dozens of issues. And he used just ten words.
17
Issues that can be answered with a yes or a no allow you to differentiate yourself from you opponent.
18
A confused voter votes no. Or doesn’t vote at all.
19
You can persuade a voter to vote for you OR to actually vote. You cannot do both.
20
Using the right 3-4 endorsements is usually much better than using a list of hundreds.
21
Research shows that the more people get to know you the less they like you.
22
Never confuse strategy and tactics.
Tactics are using lawn signs. Strategy is what the sign says.
23
"Grassroots Campaign"
is often a code word for “won’t raise money.”
24
Do Not Use Newspaper Ads.
25
Do not spend money too early.
26
If you do not have it in writing, you do not have the endorsement.
27
Never let people phone bank from their home.
28
Hire a professional to handle campaign finances.
29
In advertising, always pick frequency over reach.
30
Be prepared to tell people how and why you are going to win.
31
Campaigns always overestimate their level of support.
32
Towns are different. People and voters are not.
33
At least 65% of your budget should be dedicated to direct voter contact.
34
Always ask for a specific amount of money when fundraising.
35
Roger Ailes said, “Show me a candidate with a cause and I’ll show you a candidate that’s tough to beat.”
36
As a rule, it's no longer effective.
