Don’t let reporters take control of interviews.
One of the most common mistakes candidates make during interviews is allowing reporters to control the topic, tone, and pace of the interview. Reporters accomplish this with all kinds of tricks like speeding up, slowing down, addressing random topics, interrupting, acting upset, disagreeing, and that’s just the beginning. At the end of the day, interviews are simple. Go in with a clear message and a clear game plan. Then, stick with it and don’t let the reporter get you off balance.

Using a podium for speeches could be sending the wrong message.
You have two options when it comes to using a podium for speeches. You can 1) use a podium/lectern or 2) not use a podium/lectern. Using a podium adds a more formal feel to your speech. Not using a podium adds a more informal feel. Use a podium if you want discuss a serious topic or if you’re speaking to very accomplished audience. Don’t use one if you’re presenting yourself as a down to earth, man/woman of the people.

Be sure you answer “Why are your running?” by focusing on the voters, not you.
There are two reasons to run for office. The first is to be somebody. The second is to do something. Voters have an uncanny knack for uncovering which of those motivates a candidate. One BIG signal is how you answer the fundamental question “Why are you running?” If your answer focuses on you and your qualifications, voters will assume you’re running to be somebody. If your answer focuses on how you want to solve problems, voters will assume you’re running to do something. What’s your answer to that question say about your motivation?

Don’t change strategies every time you hit a bump in the road.
It’s easy to give up on your campaign strategy when you go through a rough period of your campaign. Just remember, though, that in the heat of a campaign it’s not unusual for a minor bump to look more like a 30-foot sinkhole. You’re going to have bad days on your campaign. There’s no way around it. Don’t compound those bad days by using them as an excuse to turn your campaign upside down and change your strategy. You don’t completely re-route your summer vacation just because you run into a bad stretch of road. Same principle applies to campaigns. If you have a good strategy, stick with it – even when the road gets rough.

Focus your campaign communication on quality, not quantity.
Here’s a rule to live by: “Talking to everyone results in communicating to no one.” One of the most important things to do on a campaign is target. Target you time. Target your money. And target your message. Don’t try to “sell” a 30 year-old father of two the same way you “sell” a 75 year-old grandmother of ten. Ask yourself, “How does this policy/issue impact this voter?” Then, tailor your message for that person or representative group of people. Trying to “sell” your candidacy to everyone the same way ultimately means you won’t “sell” your candidacy to anyone.

Use audience interaction to start your speeches.
Public speaking 101 teaches us to get our audience’s attention early in a speech. That’s why so many candidates embarrass themselves by telling not-so-funny jokes or, worse, telling jokes that offend people in their audience. Rather than telling a joke to get your audience’s attention, try getting them to interact. Start by saying something like, “Raise your hand if you think taxes are too high.” Getting your audience to raise their hands will do more to get their attention than you telling a bad joke.

Start a “stories file” to improve your speeches.
Telling interesting and illustrative stories will do more to improve your campaign speeches than just about anything else. Lay the ground work by starting a “story file.” Simply create a file where you can catalog interesting stories you come across. If you find one in a newspaper, tear it out and stick in your file. If someone tells you one at an event, jot down some notes and put them in your file. Before long you’ll have a “real life” story that makes the case for just about every issue on your campaign.

Use digital off-set printing to save money on small quantities.
Small campaigns that only print a few thousand pieces of mail or literature at a time have always had to pay a premium because of the high setup fees charged for jobs done on traditional off-set printing presses. That’s no longer the case with digital off-set printing. Digital off-set presses are basically big color laser printers designed specifically to print high-quality pieces in small quantities. Be sure to shop around for a printer who has one. The cost savings will be significant.

Be sure you know your contrasts.
Contrasts are one of the most important elements of a campaign’s message. If you don’t define the difference between you and your opponent, your opponent will and you’re not going to like the outcome of your election. Take a few seconds right now to write down the three most important contrasts between you and your opponent. Then, audit all of your campaign communication (eg. literature, mail, website, speeches) to be sure those contrasts are included and featured.

Condense your campaign communication efforts to maximize their impact.
Many campaigns think it’s better to spread out mail pieces and phone calls over a few months. However, marketing studies show that your “advertising” has more impact if you condense it into a shorter period of time. For example, if you plan to send three mail pieces, you should send them all in the last two weeks of the campaign rather than one every month leading up to the election. It takes discipline, but don’t forget that voters will only start paying attention in the final weeks of a campaign.

Make a list of at least five attacks your opponent will make on you.
One of the most common oversights of local campaigns is “vulnerability research.” Your goal should be to identify and prepare for EVERY possible attack your opponent MIGHT make against you. Sit down right now and make a list of five attacks your opponent might make against you. Then talk to friends and other campaign supporters. If you can’t come up with a list of at least 15 attacks, you’re leaving yourself vulnerable. It’s a lot easier to handle attacks you know are coming. It’s the one’s you’re not prepared for that can kill you.

Don’t repeat the charge when responding to your opponent’s attack.
Repeating the charges your opponent makes against you will only further cement them in the minds of your voters. Instead, respond by attacking your opponent for being so power hungry that he or she will do and say anything to win – even when they know it’s not true.

When giving speeches, dress one step above the best dressed member of your audience.
If your audience is in dark business suits, you need to wear a dark business suit with a power tie. If your audience is in khaki pants and polo shirts, you should wear khaki pants and a button-down shirt. Dressing one step above puts you in a position of leadership, without looking out of touch.

Be sure to contact all of your local party leaders BEFORE you decide to announce your candidacy.
Even if you know a leader isn’t going to support you, this is a courtesy that will often keep him or her from working against you. If nothing else, it will make it easier for them to support you after you beat “their guy” in the primary.

Check the I:YOU ratio in all your campaign materials.
Take your campaign brochure and count the number of times you use the word “ I.” Then count the number of times you use the word “YOU.” Good copywriters will have an I:YOU ratio of at least 1:2. That means you should have at least two “YOU” for every “I” in your text. After all, this campaign is about the voters, not the candidate.

By developing a sound strategy early in your campaign, it will be easy exactly what you must do to win. Frankly, without starting you campaign with a solid strategy, you won’t know if any decision you make is the right decision. With a strategy in place, however, your key decisions will be much, much easier to make.

Which Weapon Will Win Your Campaign?

Let’s say you’re going to war. The war ends on the first Wednesday of Dec. – Election Day. There are two weapons available to you. You get one. Your enemy gets the other. Fortunately, you get to pick first. Which one will you choose?

Weapon A - 22-caliber revolver with 10 bullets. If you choose this weapon, you get to start using it on Oct. 1.

Weapon B -: A nuclear bomb. If you choose this weapon, you can’t use it until Nov. 15th.

Those are your choices. Which weapon do you choose? Can’t decide? Let’s look at it strategically, starting with the 22-caliber revolver.