Malcolm Rivera
Political campaign messaging is a complex art, and a lot rides on getting it right. The best campaign messages are catchy and memorable, but they also need to be relevant and appealing to voters' core values and needs. This involves understanding the decision-making process of a voter, which is often guided by their impression of a candidate rather than a logical judgment. A campaign message should reflect the times and be based on a clear reason why a candidate is running for office, with an overall identity that shapes the campaign. This should be summarized in a concise statement and a powerful slogan that emphasizes the message and connects with voters on an emotional level.
| Characteristics | Values |
|---|---|
| Catchy | A short, memorable, and concise message that captures the voters' attention and is easy to remember |
| Connects with voters | The message should address the voters' concerns and core human values and needs, such as security, morality, and justice |
| Actionable | The message should inspire and motivate people to take action and get involved in the campaign |
| Authenticity | The message should be honest and unique to the candidate's identity and values |
| Consistency | The message should be consistently used across all campaign materials, including online presence, literature, TV and radio ads, signage, and website |
| Timing | The message should be delivered at the right time, with a sense of urgency if needed |
| Channel | The message should be delivered through multiple channels, such as text messaging, email, social media, and door-knocking |
| Opposition | The message should clearly define the differences between the candidate and their opponents, without adopting or altering their brand identity |
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What You'll Learn
Define your message and your opponent's message
A political campaign message should be a concise statement that explains why voters should support your campaign. It should be short enough to tell a story and be used as talking points by the candidate. It should also be catchy and easy to remember.
The campaign message is not just about stating why a candidate is better than their opponent. It is about showing that you share the voters' values, want to solve issues that affect these values, and are qualified to do so through experience and ideology. For instance, Obama's 2008 campaign slogan "Yes We Can" was effective because it appealed to personal responsibility and served as inspiration for people to get involved in the campaign and make a difference.
To define your message, you must first gather a team of trusted individuals who will work with you on your campaign. Then, you can start with the first question: "What do we say about us?". This is where your stump speech talking points come in, including all your policy priorities, goals, etc. This is the message you want voters to hear about you. It should be a clear statement about why you are running for office and be based on your overall identity and values.
The next step is to define your opponent's message by asking the question: "What do we say about them?". This is where you can define the differences between you and your opponents in a clear and honest way. Be sure to avoid any form of plagiarism or copyright infringement when crafting your message.
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Make it catchy and memorable
A catchy and memorable political campaign message is essential to making an impact and leaving a lasting impression on voters. Here are some key strategies to achieve this:
Keep it Short and Simple:
Make your message concise and easy to remember. A lengthy and complicated message may be forgotten or fail to capture the interest of your audience. Aim for a slogan that is less than eight words, as recommended by some sources. This brevity ensures your message can be easily repeated and recalled by voters.
Tap into Voter Sentiment:
Understand the issues that matter most to your constituents and address their core human values and needs. Connect with their desires, hopes, and beliefs. For instance, focus on security concerns, morality, or the prospects of the upcoming generation in terms of education and jobs. By addressing these fundamental aspects, you create a campaign message that resonates with voters on a deeper level.
Use Creative Devices:
Techniques such as rhyming, alliteration, wordplay, or repetition can make your message more memorable and catchy. These devices help your message stand out and become more easily ingrained in the minds of voters. For example, consider President Obama's 2008 "Yes We Can" slogan, which was effective due to its simplicity and ability to inspire action.
Make it Relevant and Contrasting:
Ensure your message clearly defines how you and your campaign differ from your opponents. This contrast doesn't have to be explicit; it can be subtle and focus on why you are the best person for the job. By creating a clear distinction, you give voters a compelling reason to choose you over your opponents.
Brainstorming and Feedback:
Developing a catchy message is not an easy task, so it's crucial to dedicate time to brainstorming. Involve your campaign staff, friends, family, and political consultants in this process. Their diverse perspectives can help refine your message to make it clear, concise, and relatable. Don't hesitate to seek feedback to ensure your message resonates with your target audience.
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Connect with voters' values and concerns
Political campaign messages that resonate with voters' values and concerns are key to a successful campaign. To connect with voters on a deeper level, it is essential to understand their priorities, fears, and beliefs. Here are some strategies to achieve this:
Understand Your Electorate:
Firstly, conduct thorough research on your electorate. Study voter demographics, including age, gender, race, socioeconomic status, and geographic location. This information will enable you to tailor your message to specific groups and address their unique concerns. For instance, younger voters are more likely to engage with campaigns that utilize text messaging and social media, whereas older voters may prefer more traditional methods of communication.
Address Shared Values:
Voters are more likely to support a candidate who shares their values and beliefs. Identify the core values that resonate with your target audience, such as security, morality, education, or environmental protection. Craft your message around these values, demonstrating how your policies or ideas align with what voters care about most. For example, if environmental protection is a key concern, emphasize your commitment to sustainable practices and policies that address climate change.
Storytelling and Emotional Appeal:
Storytelling is a powerful tool to connect with voters on an emotional level. Share personal stories or anecdotes that highlight your values, experiences, and vision for the future. This helps voters relate to you as a person, building trust and rapport. Use words like "together" and "us" to foster a sense of unity and shared purpose. Emotional storytelling can leave a lasting impression and inspire voters to take action.
Memorable Slogans:
Create a catchy and memorable slogan that encapsulates your campaign message and resonates with voters' values. A good slogan should be clear, concise, and easy to remember. For example, President Obama's "Yes We Can" slogan inspired millions and became a rallying cry for his supporters.
Consistency Across Channels:
Ensure that your message remains consistent across all communication channels, including social media, speeches, advertisements, and text messaging. This helps reinforce your campaign message and creates a sense of cohesion. Consistency in messaging builds trust and makes your campaign more recognizable and memorable.
By following these strategies, you can effectively connect with voters' values and concerns, increasing the likelihood of support and engagement during the campaign.
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Use text messaging to reach younger voters
Text messaging is an increasingly popular tool for political campaigns to reach younger voters. In the cluttered digital world, it can be challenging to grab the attention of voters, especially the younger demographic. However, texting has proven to be a powerful method to engage this audience.
Younger voters are almost entirely tapped into technology, with 97% of Americans owning a cell phone. This makes text messaging a critical tool for campaigners to reach this key demographic. Texting is also a preferred channel for personal communication among young adults aged 18-34, so it is an excellent way to connect with this age group and win their votes.
When crafting text messages for younger voters, it is essential to keep the content concise, impactful, and personalized. Include straightforward information, such as voter names and local references, to make the message relevant to the recipient. For example, if you're running for office in an urban area, you might focus on issues like transportation and public safety. You can also use texting to ask for donations, encourage voters to take action, and provide a clear call to action.
Additionally, ensure that you adhere to legal guidelines when sending text messages. Obtain consent from recipients and provide them with an option to opt out. Building an opt-in SMS subscriber list is a legal and ethical way to reach voters and can save you from potential issues with unwanted messages.
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Plan your message with a Tully message box
A Tully message box is a simple and effective tool for planning your political campaign message. Named for Democratic strategist Paul Tully, it is a way to visually break down the components that will help craft your communications. It is a helpful exercise to ensure you have a strong message and can also be used to plan for opposition messages.
The Tully message box is made up of four big questions, which can be laid out in quadrants to help you visualise your message. The first question is "What do we say about us?". This is where your stump speech talking points come in. All your policy priorities, goals and the like fall into this box. This is the message you want voters to hear about you and your campaign.
The second box asks, "What do we say about them?". This is where you define your message in relation to your opponents. Be honest and clear about the differences between you and your opponents. This box can be tricky to navigate, but it is important to be honest and clear about how you differ from your opponents.
The third box asks, "What do we want to say, but can't?". This is where you can address any potential pitfalls or controversial issues that may arise. Being prepared for these will help you navigate any tricky conversations that may come up during your campaign. The fourth box asks, "What do we leave unsaid?". This is where you can decide on any topics or issues that you do not want to address and plan how to navigate them if they arise.
The Tully message box is a simple yet powerful tool that can help any campaign craft clear and concise messages. It is a great way to ensure you are prepared for any potential challenges and can help you stay on track with your messaging.
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Frequently asked questions
A political campaign message should reflect the times and be relevant and appealing to the core human values and needs of the voter. It should also emphasise why the candidate is running for office and be supported by an overall identity that shapes the campaign.
Political campaign messages can be delivered through text messaging, phone calls, knocking on doors, and in-person at rallies. Text messages are a legitimate and effective way to get your message out, with a 90% open rate compared to a 20% open rate for emails.
The best campaign messages are catchy and memorable. They should be concise, positive, and suggest action. They should also connect with voters on an emotional level and address their concerns and issues.
