How do you win an election? Through strategic, intentional storytelling.
There’s a lot that needs to be nailed down in order to win an election, from election math to fundraising and endorsements. But nothing is more important than what and how you communicate to voters. Because if your message isn’t right, it doesn’t matter how much money you have or how many times you talk to people – every time you open your mouth, you’re hurting yourself.
With our long history of securing victories at the ballot box, we’ve learned a thing or two about how to run a successful campaign. Below are our top 5 tips for how to tell a story that moves voters to action:
1. Know your audience – and speak to only them.
To tell a story that resonates with your audiences, you first need to know who your audience is. Focus on the people who need to hear you the most. Remember that to win, you typically need 50% + 1 vote (or lower in multi-candidate primaries). If you proceed with the assumption that you need to talk to every registered voter, you are going to waste precious resources. Remember that not everyone will vote, so start by concentrating on the people who will. Second, don’t waste your time on the most partisan voters who won’t vote for you no matter what you say.
Once you’ve determined who your audience is, figure out what they care about most, and make sure to address it. For example, if you’re trying to reach older voters, polling shows that they care about issues like prescription drug prices and protecting Medicaid. Voters in certain geographic areas may be more concerned about crime hot spots or clean water than voters in other areas.
2. Make an educated guess about what the competition’s narrative will be.
Think about what your opponent(s) will say. Will they be in support of the same policies that you are (as would be the case for two similarly progressive candidates in a primary)? Are they going to say that you are too liberal? Too moderate? Perhaps your opponent is a teacher focused on education, or a retired law enforcement officer focused on reducing crime. Try to anticipate their message, so you can develop yours to the greatest advantage.
3. Craft a message that sets you apart.
Your message needs to separate you from your opponent(s) in a good way. If every candidate favors the same policies, what reason does someone have to vote for you specifically? Lean in to your strengths – if you’re a doctor, shape your message around healthcare. If you’re a teacher, focus on school funding.
4. Be specific and values-focused.
To win an election, it’s crucial that voters believe you. Voters are skeptical of politicians and promises for good reason, and they can smell insincerity a mile away. To get past cynicism, talk about the values that motivate you – and use specifics.
For example, people won’t necessarily believe you when you say “I will fight to reduce the cost of rent and homeownership.” But if you say something like, “Too many people who work hard and play by the rules are one paycheck away from losing their home. It’s not right and I refuse to accept it. That’s why I’ll fight like hell to reduce the cost of homeownership by investing in more housing options” – you have a better shot at breaking through.
5. Stay on-message.
Once you have figured out your winning message, stick to it. If you are talking about something other than your winning message, you are – by definition – not winning. Many campaigns get off-message for one of the following reasons:
1. The campaign starts responding to what their opponent is saying or doing, rather than using their focus and consistency to force the opponent to respond to them.
2. The campaign is afraid they’ll turn off voters by being repetitive or redundant. In reality, voters are busy and have way more to think about than your campaign, especially if it’s a busy election year with a lot of messages flying around. The truth is that when you are ready to rip your hair out from saying the same thing so many times, voters are just beginning to hear it.
3. The campaign feels like they need to touch on all the key issues. If strengthening public safety is the key to your winning message, you should not stop talking about it just to make sure you’ve covered all the issue bases.
Which of these 5 tips do you feel ready to apply to your own campaign? Which are you unsure about how to implement? Tag us on social (@javelinaco) and let us know!
We’d love to partner with you to help you tell your story – sign up for a free consultation, and let’s discuss how we can support your campaign.