Editor's Note: Below is the latest in our series on campaign tips by guest contributors.
Thereís an old marketing/communication adage that says "Talking to everyone results in communicating to no one." Itís great advice that you can apply to your campaign.
One of the most important things to do on a campaign is to target your resources. Target your time. Target your money. And target your message. Donít try to "sell" a 30 year-old father of two the same way you "sell" a 75 year-old grandmother of ten. Ask yourself, "How does this policy/issue impact this voter?" Then, tailor your message for that person or representative group of people. Trying to sell your candidacy to everyone the same way ultimately means you won't sell your candidacy to anyone.
Yes, this is what the media calls "spin." Donít worry, though, the rest of the world calls it good communication. Itís not about changing your position to fit your audience, thatís pandering. Itís about changing the focus of your message to fit your audience.
Itís just good sales. Walk into just about any retail sales store and youíll see spin in action. After all, anyone whoís ever sold anything knows that the key to success is selling people what they "want" and not what they "need."
The difference between something people need and want is simply the way itís presented.
Donít waste your resources delivering a single generic message to all the voters in your district. Instead, focus on delivering a tailored, quality message to small, targeted groups of voters.
-- Mark Montini is a political consultant and the founder of CampaignSecrets.com. Click here for more tips to help you develop a winning campaign message.
April 4, 2006
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