In my post of September 28, I referred to a quote in my bookWeb Content Rx, a Quick and Handy Guide for Writers, Webmasters, eBayers, and Business People, "Words are like loaded pistols." - Brice Parrain.
No where is that more true than in the world of writing for a political campaign. Those who write the political text you read, the video and TV ads you watch, the radio spots you hear, have an agenda. Their words, pictures, and language are meticulously chosen for maximum impact on your opinion.
The writing
As one who has written for a successful political campaign, I can tell you these things:
- You get it wrong and your candidate has real problems to overcome.
- Working with a team is mandatory, even if that team is you and one other person.
- Write for the undecided voter. Why? Because there are only three voters in your world.
- Those who will vote for you no matter what.
- Those who will vote against you no matter what.
- Those who have not yet made up their minds.
- Numbers one and two you either have or you don't, and nothing will change that. So, don't waste time, dollars, and energy on them.
- You must know your voters "hot button" issues, your candidate's stance on them, and be able to articulate it in writing to the reader. The unquestioned ability to do that is essential if you are to have any chance of swaying the undecided to you at the ballot box.
Write to the issues. Do not avoid, or gloss them over. Tell people in clear unambiguous language what your candidate's position is on the issues. A candidate that tries to be all things to all people is nothing to nobody. The electorate is savvy, many are out of work. They've had enough talk, action is demanded.
Keep sentences short and punchy. Keep paragraphs short. Use simple words and phrases as though you are talking to the reader because you are. Keep in mind that even though you are printing thousands of copies it is being read one person at-a-time. So, you see, you truly writing for one reader. (See my September 7, 2011 post on this blog.)
Spell check ruthlessly. Be super careful with word choice. When a word has multiple meanings be sure that all uses of the word support your message. Be very careful that you word choice is appropriate and carefully chosen. Local word use is to be considered. You must never insult, berate, be snide, or uncaring. Word choice means everything. You are responsible for what you write. There is no denying what's in black and white.
Words are not as important as the message. Don't dig your heels in to get your way with a word here and there. Be sensitive to the needs of your team. These people know what they are doing. Listen to them.
Pictures and Graphics
Be sure the photographs you use are well exposed, not too dark, or too light. Darkness implies secrecy. Not what you want associated with your candidate.
- All pictures of the candidate must be sharply focused on his or her eyes. Do not use a photograph where the eyes are blurry. I used to be a professional photographer. Always focus on the eyes.
- Pay attention to the foreground and background. Please don't use photos with things "growing" out of the candidate's head. Look at the foreground, background, of your photos before you publish them.
- Keep graphics simple and easy to understand. Avoid busy graphics like the plague.
The Team
We suggest your team be composed of: a writer or writers (that's you), one or two people who are politically savvy, a researcher, and a graphic artist who knows how to lay out your publications for maximum effect. Find a bona fide graphic artist.
Layout of the written word is important. Do not write what I call, "an impenetrable wall of text." Make it easy to read and pleasing to look at, or people won't read it.
Go get your candidate elected. That's what our team intends to do. We did it in 2010 and we intend to so again. Yes, we do.
