Voters aren’t asking it out loud. They’re asking it in the three seconds it takes to glance at your mail piece before it hits the recycling bin.
“Why should I vote for you instead of the other guy, or instead of just staying home?”
Most candidates can’t answer that question. Not really. Listen to what they say instead.
“I’ll fight for you.”
So does every candidate on every ballot in America.
“I care about this community.”
Great. So does your opponent, or at least that’s what his mailer says too.
“I have the experience to get things done.”
Your opponent says the exact same thing, word for word, in his own mailer.
Here’s the problem.
If I could paste your answer onto your opponent’s website and nobody would notice the swap, you’re in trouble.
You sound identical. And when voters can’t tell candidates apart, they pick based on whatever’s easiest. Name recognition. Party label. A coin flip.
A real answer doesn’t describe you. It positions you.
It says something so specific, so clearly built for a certain kind of voter with a certain problem, that voters stop comparing and just decide.
Here’s how you use this.
Fundraising: Don’t ask donors to fund “a fighter for conservative values.” Every campaign says that.
Tell them exactly what fight, exactly what’s at stake, exactly why you’re the only one who’ll actually do it.
Votes: Test your answer. Say it out loud.
If a voter’s reaction is “sure, but how are you different from the other guy,” you failed. Fix it before you print one more mailer.
Volunteers: People don’t volunteer for generic. They volunteer for specific. Give them a reason only your campaign can offer.
Beating your opponent: While he’s out there sounding like every candidate who ever ran, you sound like the only real option in the race.
The takeaway: If your pitch works for your opponent too, it isn’t a pitch. It’s noise. Say the thing only you can say.
Dr. Chuck Muth, PsD
Professor of Psephology*
(homeschooled)
* Psephology (see-follow-gee): The study of campaigns and elections