How to Win an Election: Political Campaign

How to Win an Election: Political Campaign



today I want to share something with you that I call J Townsend's political roadmap it's for those who plan to seek public office those who believe they may someday be called to run people who think we can do better and are willing to try and those who would like to help good people win if you're in that category this video is for you I'm going to explain how to prepare for organize and run a political campaign I'm going to make it simple straightforward and easy to understand first let's take a look at the diagram this is what I call my political roadmap this is point a this is the day that you begin your campaign and this is point B which is election day and today I'm going to do three tutorials on each section of the roadmap the first beginning with the kinds of information that voters will expect you to give them during the course of the campaign the second the different avenues that you can use to convey information to the electorate and the third the preparation that goes into preparing for a campaign before you begin your journey but before I explain the diagram let me tell you why during the course of my career I worked with more and more than 300 different candidates a lot of them very good people candidates for president governor's senators members of Congress judges mayors County executives in 24 different states I've seen politics up close and personal for more than 30 years I think it has become too complicated because the people who are in office want it that way they think by erecting barriers it will discourage others like you from running in competing in the marketplace of ideas I want to fix that by making politics easier to understand and to make it easier for people to run the same people who hold office have made it harder to get on the ballot harder to raise money and created roadblocks to keep people out this video is about empowering you and helping you to break down the barriers so that your voice and your ideas can be heard you see we need to have more people involved in our political process in more good people running because we need more competition in the marketplace of ideas that is the only way we are going to make things better we need more good people involved in the process people willing to tell the truth and speak truth to power people of integrity who are running for the right reasons people who are authentic down-to-earth and want the job not to serve themselves or pad their pocket but to solve problems and to improve the lives of others if you're that kind of person this video is for you if you are a person who has a passion for helping others if you believe you were born to improve lives to change minds to change the way people think if you believe that you were born to better the course of human destiny then I invite you to sit back relax and soak up all that I had to share because we are going to make the process of organizing a campaign and winning an election simple straightforward and easy to understand so let's start by going to Jay Townsend political roadmap starting with the kind of information that voters will expect from you during the course of a political campaign starting with the kinds of information that voters will expect you to share during the course of a campaign between point A and point B your rationale why do you want the job what will you do with the job if you get it your rationale needs to be clear crisp concise summarized in less than 30 seconds and one other thing your rationale had better be about what you are going to do for the people you hope to represent and not some blather about why you deserve the job voters will not care about you until they first know that you care about them what is your story no one has your story your eyes your voice your hair or the unique set of experiences that make you who you are why tell voters about who you are because they need to know where you're coming from your most important experience and how it changed you where you were raised and went to school the teacher who changed who you are in what you became are you married do you have a family does your spouse work have you ever volunteered to a church or soup kitchen or homeless shelter what have you accomplished did you build a business balance a budget meet a payroll and serve your country or teach in a classroom these are the experiences that shape your view of the world how you define compassion and the role that government should play in our daily lives if you don't tell voters your story they will never know what grounds you and they'll never know what makes you tick there's another reason to tell your story if you don't your opponent well and guaranteed your opponent will not tell your story in a way that flatters you they'll talk about the stupid and dumb things you've done and we've all done a few if you're not telling the good side of your story voters will only know the bad that your opponent tells what are your values during the course of a campaign you need to let voters know something about your core convictions your principles your passions the standards by which you make decisions you can communicate your values to voters words or symbols or pictures or what you choose to highlight about your biography why talk about what makes you tick voters know that it's not possible for them to know all the details of every policy decision you may make as an elected official when they vote for you they're hiring you to make decisions for them your job in a campaign is to let them know they can trust you to do that how do you express your values a picture of you snapping a soup kitchen says that you care about poor people a mother that puts a picture of her husband and six children on a campaign flyer is making a statement about what matters to her a picture of you thanking veterans for their service speaks volumes a visit to a classroom and a photo-op reading books to kids tells voters that you care about little kids in public education failing to communicate your values leaves a void in the minds of the voters and gives you your opponent an opportunity to paint you as out of touch now once that happens it's hard to get your campaign back on track what is your position on issues of our time yes issues do matter and they do decide elections and don't let anybody ever tell you they don't this is what voters want to know are you someone who would vote the way I would would you make the same policy decisions that I would if I had the job now the great thing about free elections is that since it's your campaign and your strategy you get to decide what you're going to talk about and where you're going to draw you draw your own line in the sand for example foreign policy this is especially important if you're running in a federal race such as Congress or the United States Senate and especially important when our country's at war what is your position on when and when not to fight wars the size of our military how we take care of our veterans and how we deal with despot countries and terrorist organizations our posture in the Middle East how and when we intervene in civil wars in other parts of the world there are economic issues want more jobs tell me how want to cut spending tell me where reform entitlements how repeal Obamacare I replace it with what reform the tax code good idea what would your tax code look like do you think some people should get more of the federal pie if so what programs would you cut and of course there's plenty to be said about immigration policy environmental rules and the budget deficit plenty of places where you can state your ground there are social issues abortion stem cell research gay marriage education charter schools tuition tax credits merit pay for teachers what we do about global warming campaign finance reform drug and gang violence I'm not here to tell you what your position should be I'm merely pointing out that there are plenty of ways to position yourself and plenty of issues you can use to do it the issues you discuss and the positions you take is a statement about your values what is important to you your view of the world and your vision for the future finally during the course of the campaign you will be expected to tell voters what makes you better than your opponent or stated differently what can you tell me about your opponent that will make this decision easy for me the voter do your homework on your opponent google is a great tool use it know everything your opponent has said done positions they have taken on issues where they have lived and by all means double-check your opponents biography to make sure it is accurate if you catch your opponent shading the truth taking to different positions on issues inflating the resume taking money from the wrong people or on the wrong side of an important issue by all means use it as long as your attack is fair documented and legitimate it is fair game and an acceptable way for you to differentiate yourself from the competition okay so now that we've discussed the kinds of information voters will expect you to give them during the course of the campaign I want to talk about the various forms of media that you can use to do that the definition of media is a means of mass communication and what I'm going to do now is give you a brief overview of the different ways that you can inject information into the political marketplace starting with the most important which is you the candidate what you say when you campaign your speeches press conferences the events you attend the doors you knock on the interviews you give the debates in which you participate are a very important part of your message keep in mind it is not just what you say it is also how you look therefore be professional well-dressed well-groomed get your sleep exercise and I always suggest that candidates do not drink if you must wait until your day is done limit yourself to wine or beer and never drink and drive your website you should have a website even if you are running for dogcatcher what makes a good website well this is the definition of a bad one grainy pictures that don't flatter you laden with convoluted copy that is difficult to read or comprehend with a homepage that looks the same day by day and week by week a good website is one that is entertaining and informative one that compels surfers to become volunteers and contributors some basics the home page should be updated frequently with news articles information on campaign events fundraisers or commentary so that it has a unique look every time a viewer visits in other words make your website sticky the volunteer email signup contribute button should be visible on every page of your website and you should have pictures on every page that flatter you and of course use it to tell your story who you are why you're qualified something about your core convictions why'd you feel the way you do on important issues and what makes you better than your it by all means poster videos and TV commercials press releases and allow volunteers to talk to you and each other via your website the more visitors you have the better off you are how do you drive traffic to your website pickup volunteers get campaign contributors and spread your message welcome to social media if you're not using Facebook Twitter Linkedin or Google Plus shame on you these tools are inexpensive easy to use and an essential means of spreading your message to a wider audience communicating with campaign volunteers and generating traffic to your website social media is the most innovative sector of the US economy in fact there are now more than 50 different social media tools available in the marketplace and all you have to do to find those that work well is to look at the websites of other candidates running for office when you see someone doing something useful there is no law that says that you can't do the same thing television properly done nothing beats the power of television to persuade move inflame motivate cajole anger or convince a voter to support you on Election Day a voter need not make an effort to hear or see your TV spot all they have to do is friend sit in front of a TV or in front of a computer screen unlike radio or telephone calls TV allows you to use pictures or footage to help carry the message unlike mail voters don't have to read any words unlike a website voters don't have to click through an address to find you or make any effort to read something about you radio I love radio because I get 60 seconds to say something instead of 30 what makes a good radio spot spots that inform and entertain spots that trigger pictures in the recesses of the human mind with sound effects or put you inside an imaginary conversation between two people spots that evoked one of the seven human emotions anger sadness happiness fear surprise disgust contempt persuasion mail it is a little known fact about political advertising in America of the billions spent every election cycle more is expended on persuasion mail than any other media political mail is one of the principal profit centers of the US Postal Service why it is often the only tool the candidates can afford in the most efficient way for candidates in small jurisdictions to reach their target audience it also offers advantages over television in radio when you air a TV or radio spot you lose control over who sees or hears it with targeted mail you have total control over who gets your message and you can with a little planning determine exactly when they're going to get it unlike TV or radio however voters must make an effort to get something from your mail they must look at it in an ideal world you'd also like the recipient to read it when a voter opens their mailbox your piece is competing for attention with everything else they've received that day bills newspapers credit card offers magazines catalogs mail from other candidates and perhaps your opponent voters may not have five minutes to read your copy or three minutes or even 30 seconds from hand a trash can you may have only three seconds to convey a message to the voter the job of your designer is to make sure the voter gets a message from your piece even if they don't read a single word you see voters read pictures before they read words pictures and symbols and graphics trigger things in the recesses of the human mind with far more power and clarity than mere words on a page make sure your piece passes the three-second rule before you print it telephones are typically used for three kinds of calls and are an essential tool in turning out your Election Day coalition after you have used your TV or radio or mail to inform entertain persuade and convince voters that you are the better choice ID calls usually they are done by a live caller you survey those on your phone list to find out who is for you who is not and those who have not made up their mind persuasion calls typically these are done once voters have been ID'd so that you don't waste money on persuasion calls to people who may not before you and usually they go only to those who have been identified as not sure get out the vote calls to those who say they are for you or have been persuaded to support you remind them that it is critically important that they vote make sure they know when the polls are open the location of their polling place and offer to give them a ride or babysit their children while they vote newspaper ads in certain jurisdictions newspaper ads are a great way to disseminate a message what makes a good one whitespace in other words don't fill it full of copy pictures voters read pictures before they read words pictures draw the human eyes to the words minimal use of words surrounded by plenty of whitespace words and pictures that in combination evoke one of the seven human emotions in other words ads that hit the heart your organization in your volunteers sending volunteers out to knock on doors 72 to 96 hours before an election can make all the difference in a competitive race you can't do that without volunteers if you want them they have to be given something meaningful to do when they volunteer and they must be kept happy so that they want to come back and they have to have fun volunteers can be used to put up signs write letters to the editor make phone calls recruit other volunteers host events and knock on doors how to keep them happy don't waste their time if you have a group coming at 7:00 to make phone calls have the call less and the scripts ready if they're walking a neighborhood have the walk list and order when they show up to work with specific addresses of those upon whose door they are supposed to knock along with the handouts in a t-shirt or lapel sticker or jacket the identifies them as a member of your team have coffee soda and food at the ready so that they feel appreciated and remember that you can never thank a volunteer too many times posters and yard signs yes they work they're as old as the Republic what makes a yard sign a good yard sign a picture of you or a clearly stated slogan that makes people think your name displayed in a large font size yard signs that are placed in people's yards mean a lot more to voters than ones placed along a highway and finally there's the press please do not make the mistake of ignoring the press reporters write stories the cover press conferences photo ops endorsements debates and candidate forums all of them useful ways to get your name and message in a newspaper in a radio broadcast or on television oh and don't forget the bloggers and online media their importance in politics is growing exponentially before you begin your journey as a candidate for public office there are some things you should do in preparation for your trip things you need to know at the outset of your journey unless you really like unpleasant surprises the first is to know what you're getting into by studying the state or the jurisdiction where you plan to run the political affiliation of the electorate the turnout patterns by year and the kind of people who vote in odd year versus even your elections the age breakdown of the electorate income and education levels the principle occupations of those who live in your jurisdiction in the names of the major employers you cannot properly navigate your journey without knowing this information there is issue research as a candidate you should expect to be asked questions by reporters people you meet in debates and in forums a basic knowledge of important issues in your state or jurisdiction is imperative unless you enjoy looking like a fool start your day by reading the newspapers if you plan to make an issue of education you'd best know something about what is spent per pupil graduation rates test scores the number of kids who go to college pension and salary cost what is the unemployment rate where you plan to run what's the census say about migration small business startups wage rates manufacturing trends most ordinary voters don't know this kind of information but as a candidate you will be expected to you will need to draft a preliminary budget and have a good idea what you plan to spend on what including the kinds of media that I mentioned in the previous section if you do not have a budget you do not have a campaign strategy imagine that you're about to leave on a 2,000 mile journey without any idea what you're going to spend on food hotels gas daily necessities or emergencies not a good idea unless you are wealthy and plan to spend your own money you will need a fundraising plan a solid idea of how you're going to raise the money you need to finance your journey don't want to bother with that this is what happens to candidates who refuse to deal with the realities of raising money they run out of money before the journey is concluded it's a very lonely place standard on the stranded on the side of the road in the dark of night in the pouring rain just ask some of the candidates who've had to lay off staff in the middle of a campaign because they ran out of money there is the press please do an inventory at the press outlets in your jurisdiction where you plan to run the names of their reporters their emails phone numbers the Booker's at the TV stations the talk-show hosts the radio stations the bloggers and the columnist that cover politics why if you're not using the press to help disseminate your message you are wasting a valuable and free means of disseminating your message to the voters who need to hear from you I mentioned earlier in this presentation the importance of knowing your opponent best if you do that kind of preliminary research before the campaign begins where they went to school what they do for a living how they have made their money claims that they have said or done positions they've taken on issues in their voting record why for the same reason a basketball coach watches the films of an upcoming opponent finally in a very sophisticated and complicated campaign it is sometimes very helpful to do what we call a benchmark survey before the campaign begins is a guide on how to best navigate your journey the cheapest and most efficient way to get from point A to point B and to discern the kinds of information most likely to have a greatest impact on the electorate there you have the basics of a political campaign how to plan one the kinds of information that voters will expect to hear from you in the many ways that you can communicate your message to the electorate look I know this can seem overwhelming but it's not if you take it one bite at a time I've helped more than 300 candidates nearing my career plan and execute their journey many of whom have gone to serve their states and jurisdictions with distinction I'd like you to have the same tools and information I've shared with my clients we put together a state-of-the-art online training program to help candidates and their key aides develop their own political roadmap and to devise a winning campaign strategy it's called our high-end candidate achievement program this is a program for those who want to run for office and when it's a program for those who would like to better serve their community state and country it's a program for those who have a passion to serve who believe that they were born to alter the course of human destiny and better the lives of others it's especially suited to candidates and campaigns that don't have a lot of money to spend on consultants in this course you will learn how to articulate your campaign message and rationale clearly crisply and concisely in less than 30 seconds how to tell your story convey your values and clearly articulate your issue positions during the course of a campaign how to discern which voters need to hear your message and how to target your advertising dollars toward those most likely to vote for you how to write and confidently give a good campaign speech that attracts campaign volunteers contributors and to tell stories that touch the heart of your audience the secrets of an effective campaign website that will generate traffic campaign contributions and volunteers and how to use social media to get volunteers spread your message and generate campaign contributions the secrets of how to write and produce a good television commercial and a radio spot that voters will remember the secrets of effective persuasion mail how to target your mail to the right audience and how to make the most of your campaign dollars when and when not to use newspaper advertising how to write and design an effective ad that gets you votes how to develop a good and effective volunteer organization keep your volunteers happy and ready to work how to use telephone to convey useful information to the voters how to speak easily with print reporters handle television question and answer sessions and valuable tips on how to prepare for a radio television or newspaper interview or a candidate debate how to prepare for a campaign before it starts including how to construct a detailed and well researched campaign budget by the way if you don't have a campaign budget you do not have a strategy developing a fundraising plan in which I'll explain in detail the different kinds of campaign contributors and seven different time-tested ways to raise money the kind of research you'll need to conduct in your jurisdiction where to find it what you need to know about important issues where you are running and where and how to find useful and accurate information on your opponent how to develop a coherent campaign strategy stick to a campaign budget prosecute your message and prevent problems that can derail your campaign how does this work in Week one I'll send you a video that you will be expected to watch and study once you've watched the video you'll be expected to email me with any questions you have in week two you'll be expected to participate in a conference call in which I'll address the questions in your email and answer any other questions you may have or help you solve any special challenges you are facing you'll also benefit from hearing the questions from other program participants as I address their concerns and answer their questions will repeat this process for the duration of the four month intensive training program one week you get a video to study and the following week we'll have a conference call to review it in depth twelve different training videos twelve different question and answer training calls lasting 60 to 90 minutes each video that I send you will be yours to keep so that you can watch it as often as you'd like along with handouts and training guides in each conference call will be recorded in emailed to you I'm offering this course to a limited number of candidates for a one-time payment of four thousand nine hundred and ninety seven dollars or three monthly payments of one thousand seven hundred and ninety-nine dollars enrollment in the course is limited and there's only one way to enroll you have to apply go to jaytownsend.com right slash hi n de Cheever that's jaytownsend.com right slash hi n de Cheever once you have completed your application we'll schedule an appointment to talk either by Skype or telephone I will not take your money unless I'm for sure that this course is right for you I won't take it unless I am sure that you can benefit from the knowledge information and training I can provide you if we decide that the training is right for you you'll immediately receive my special audio recording on the 10 worst mistakes that candidates make you're as free as soon as you make your first payment you'll also receive a bonus video a special tutorial on how to hire campaign consultants how to make sure that you're getting good people who know what they're doing how to check their references negotiate their fees and get good value for your campaign dollars you may be wondering about the investment is it worth it having worked in the political arena for 30 years I know how valuable this information is which is a lot more than I'm charging it's the most intensive training course you'll find at this price and you'll not find this kind of training anywhere else but there's another price to be paid for not having this kind of training for without it you'll make needless costly and potentially fatal mistakes if that happens it's not just you that gets hurt you see at the end of your journey on the campaign trail there will be a winner and a loser those who lose don't govern they make no laws no policy their voice falls silent and those that they have run to help the very people and causes that you hope to advance will be left without you and your voice if your campaign is worth doing if those people you hope to help are truly worthy of your time and energy then the most important thing you can do it the odd set is invest in yourself so that you run a campaign worthy of your cause and those who need your voice you can apply now by going to Jay Townsend comm slash hi n de Cheever please fill it out and get it back to me as soon as possible so that we can schedule your interview I'm Jay Townsend you

26 thoughts on “How to Win an Election: Political Campaign

  1. Thank you for this Mr. Jay Townsend. I am running for mayor in our next municiple election. This is EXACTLY what I was looking for. I am going to come to your work for guidance. Thank you so much and God Bless.

  2. Stand-up & Start-up..run-up to New INDIA polls 2019..Campaign Day #2..New India is rising, invincible and decisive. love you. Thank you. God Bless You.

  3. Good evening, I aspire to run for politics in the future. I know how to appeal to a younger audience being in my teens, but how can I get through to the older generations?

  4. I am interested in running for WA State Rep. I am in business school and psychology. What’s the first step I should take sir? Thanks, Thomas

  5. i am 20 and currently studying chartered accountant. sir i had involved in the politics before 2 years and from last 2 years because of my study i cant give time in politics but i want to be the great and helpful politician . can i get your tips sir?

  6. The readers of today, will be the leaders of tomorrow. If you want lead your people and become a successful politician, the secret to do all these is to just read and then to read more and even more…..

  7. Thank you for your great free advice, I googled you and it was fascinating to see you ran for the New York Senate. Why did you however, when it looks like it was doomed from the start?

    Also sent you an email about my own personal issues with a planned upcoming campaign, please reply as soon as you can.

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