When you are writing to get your candidate elected there are only three classes of people in your world.
- People who will vote for the candidate no matter what.
- People who will never vote for the candidate.
- People who have not made up their mind.
So, you have only those in number three that are able to be swayed. Numbers one and two have already made up their minds. To find what number three cares about you will need to do some research. In the business world this is called market research. In politics it is called demographics.
You are literally going to determine what men and women in various age groups care about. This means finding the hot-button issues and what your constituents think about those issues. It is now your job, we are assuming that you are the writer, to convey your candidate’s opinion and position on these issues in such a way that the undecided voters are persuaded to vote for your candidate.
