The #1 question every candidate is asked – by voters, by donors and by the media – is “Why are you running?”
Sounds like a simple question. It’s not. And most candidates really struggle with the answer.
YOU know all the various reasons why you put your name and reputation on the line – a name and reputation likely to be dragged through the mud by your opponents.
But how do you answer that question in 60 seconds or less? Preferably 30. Not so easy.
The real key is to explain what you want to DO, not what you want to be. How the voter or donor will benefit. What’s in it for THEM.
Love him or hate him, there’s not doubt that Donald Trump is a ninja-level master marketer. And whether he runs again in 2024 or not, he’s got this “Why are you running?” thing dialed in.
Here’s Trump’s conclusion at a rally in Pennsylvania this past weekend…
“With the help of everyone here today, and citizens all across our land, we will make America powerful again. We will make America wealthy again. We will make America strong again. We will make America proud again. We will make America safe again. And we will make America great again.”
Of course, you’ve heard/read this before. It’s the same refrain he started with in 2016 and repeated over and over and over again, throughout his presidency and since.
Which reminds me of another lesson taught to me by my political mentor, Joe Gaylord (Newt’s senior strategist and mechanic of the “Contract with America) …
“Republicans don’t use repetition often enough.”
Once you settle on your short reason(s) for running, you need to repeat it/them ad nauseum. You’ll get tired of saying it. But remember, many in your audience will be hearing it for the first time.
Rinse, lather, repeat.
FAMOUS LAST WORDS
“Political pundits and writers covering Trump during the (2016) campaign generally did not have business experience, and I think that put them at a huge disadvantage in understanding the power of his methods.” – Scott Adams