38 Campaign Lessons by William Berry

By at April 6, 2012 | 4:27 pm | Print

38 Campaign Lessons by William Berry

1

In newspapers, people read obituaries, comics and high school sports. Stop worrying about letters to the editor.

 

2

The quantity and quality of direct mail usually decides who wins and who loses local elections in California.

 

3

Spend your money as close to Election Day as possible.

 

4

In the end, it will be the candidate who raises the money.

 

5

Use words like “only” and “the” in your campaign message.

 

6

Tell your story. Stick with the story. People like a good story.

 

7

In your candidate biography, more emotion, less resume.

 

8

Use Slate Cards for non-partisan races.

 

9

Worry about Fundraising from the moment you wake up until you fall asleep.  And never hire a fundraiser simply for access to their lists.

 

10

Find a metaphor or an archetype to best describe you and your campaign.

 

11

Avoid slogans – they are not the same as a message.

 

12

Hire the best professional photographer the campaign can afford.

 

13

Collect cell phone numbers and email addresses constantly and treat them like they are gold.

 

14

The Web – sorry, but you will not raise money on the Internet.

 

15

If volunteers’ activities cannot be quantified, do not ask them to do the task.

 

16

I may not agree with it, but one of the best campaign messages I’ve heard is: “Make welfare as hard to get as a building permit.” With that one phrase, I can tell how the candidate stands on dozens of issues. And he used just ten words.

 

17

Issues that can be answered with a yes or a no allow you to differentiate yourself from you opponent.

 

18

A confused voter votes no. Or doesn’t vote at all.

 

19

You can persuade a voter to vote for you OR to actually vote. You cannot do both.

 

20

Using the right 3-4 endorsements is usually much better than using a list of hundreds.

 

21

Only tell voters the important things – research shows that the more people get to know you the less they like you.

 

22

Never confuse strategy and tactics. Tactics are using lawn signs. Strategy is what the sign says.  And why.

 

23

Grassroots Campaign is often code for “won’t raise money.”

 

24

Do Not Use Newspaper Ads.

 

25

Do Not Spend Money Too Early.

 

26

If you do not have it in writing, you do not have the endorsement.

 

27

Never let people phone bank from their home.

 

28

Hire a professional to handle campaign finances.

 

29

In advertising, always pick frequency over reach.

 

30

Be prepared to tell people how and why you are going to win.  In 3 sentences or less.

 

31

Campaigns always overestimate their level of support.

 

32

Towns are different. People and voters are not.

 

33

At least 65% of your budget should be dedicated to direct voter contact.

 

34

Always ask for a specific amount of money when fundraising.

 

35

Roger Ailes said, “Show me a candidate with a cause and I’ll show you a candidate that’s tough to beat.”

 

36

Phone banking.  As a rule, it is no longer effective.

 

37

Repetition.

 

38

Repetition.

 

Bill Berry Founder William Berry Campaigns (WBC) has run political campaigns for candidates and ballot measures for over 20 years. Bill has been a team member on over 250 campaigns in 14 states.  WBC is the recipient of over 30 Pollie Awards for political direct mail and winner of over 70 national awards for design and advertising.  

 William Berry Campaigns       www.wbcampaigns.net

 

Management & Strategy

Related Posts

Comments are closed.