DPDC Candidate Support:
Building Your Brand and Your Message
Messaging in a political campaign is:
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Critical - one of the most important aspects of your campaign; need to spend time on it. Messaging can make or break a campaign.
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Connecting- You need to connect with voters, tell them who you are and why they should vote for you.
Effective Messaging
Effective Messaging needs to be
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Authentic – genuine to who you are as a person and as a candidate.
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Credible – backed by facts and figures and/or your lived experience, shared with your audience. Research and have a few facts about your issues or priorities.
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Concise – clear language, free of jargon or acronyms, not complex terms; easily digestible; practice to ensure your message is concise.
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Relevant – know your voters; issues the voters currently care about. Highlight issues that affect the community and show how you will address them.
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Compelling/Connecting – draws your audience in; your message should speak to the voter; they feel themselves in the message; your personal story and then make that connection to the bigger audience.
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Contrasting – Offer the voter a choice; tell them what your campaign stands for and what it’s NOT; important to define who you are and what sets you apart; why should the voter vote for you?
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Repeated – consistency is key; becomes part of your Brand: ideally voters need to see or hear your message 7-10 times.
Pitches - the Long and the Short of It
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Speaking
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“The Elevator Pitch” – 30 seconds CONCISE, typically at the door
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Events – 3-5 minutes, include your background and experience
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Written Messaging
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Walk Card – also concise; bullet points with a concise sentence/sentences.
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Website – expanded, detailed.
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Questionnaires – answers to questions from the press or organization should also be consistent with your messaging; extension of your platform.
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Key Components of your Message
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Who & What – who you are and what office you’re running for.
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Why – why are you running?
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Your Life/Work Experience – work experience, community involvement, skills, and why they matter the position you’re running for.
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Priorities – 2-5 Priorities that will be your focus when you’re in office.
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Ask for Their Vote - Remind them of the date of the election & ask for their vote!
Speaking Tips
a. Never Mention Your Opponent – tell the voters who YOU are, not who your opponent is; never repeat your opponent’s negative messaging – it only reinforces it.
b. Start & End on a Positive Note – be positive and inspirational when possible.