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Opening Statement

Many political offices in the United States are occupied by elected officials. In many cases, politicians run unopposed or vacant positions are held by appointed officials. If the general public knew how many thousands of positions were available they would become shocked. By purchasing this book you are looking for a change, if you feel the beginning of this book are things you have already done then please skip to the necessary sections crucial to you. This book explains from step 1 to the end how to successfully launch any campaign with the core elements of a solid campaign that can be used for small seats to larger more influencing political roles. Enjoy and remember the old and useful cliche, knowledge is power.

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Why you want to run for office

Why you want to run for office

Why you want to run may be the reason you stay up at night, thinking about your neighborhood, nation, school or surroundings and how you can make it more "green" or more "independent", either radical or historical ways of thought. Whether liberal or conservative, your number one thought is not the money, power and fame, it is essentially making a difference and correcting what you feel is wrong.

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Your political environment

The status of your political environment

First you need to determine whether your environment is red or blue, that is to say pro-partisan swaying in any way. If you are a democrat in a pro-democrat region or republican in a pro-republican are then you will automatically have view points on your side and easy votes. By running for the minority you have an uphill battle and for someone with little experience it most surely guarantees failure. Do not run for the party you do not affiliate with however. Politics are shrewd and your intentions WILL be found out when someone runs against you, throwing everything but the kitchen sink at you. When a person lacks financing or experience and is destined for certain defeat they often will compromise or seem more "central" on topics than they really are. For example, liking regulations for drilling, but supporting pro-life abortion ideas. If you are in the minority party and are confident people want a change try running for a position were your opposing candidate has many weak points you can attack.

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What your position does

So you wanna know what your position does

In lower politics more routine matters are usually discussed upon. Nevertheless, a public library will have an incredible amount of information on your position readily available. If you do not know your way around the dewey decimal system ask the librarian or information clerk. Alternately, you can call or ask the incumbent of a similar position (most likely a secretary of some sort). Be sure to ask what they do and how they first involved themselves in politics and how they acquired the position they are at today. If the person is very accessible, do a lunch meeting with them and pick their brains, usually people will be flattered at your request.

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Steps to a political position

The speedy steps to a political position

Someone may die, or due to controversial circumstances, resign. When this is the case, the politicians of the local area will select someone to fill this vacancy. Yes, to a degree this is "cheating your way in", but is is yet another tool for your political arsenal than can and should be treated seriously. You should know that once you are the incumbent you will always have an upper hand. Sometimes, but not always, you will run re-elections unopposed.

The most devious yet highly effective "cheat" you can use is your gift of persuasion or psychological intimidation. This is persuading your opponent or the current incumbent that it is not worth their time to run against you due to their most certain defeat and that their time and money can be spent in better ways. Then you may say that by following the advice you are giving them, it will give you more time to prepare to take over the position.

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Start your campaign

Preparing to start your campaign

Before you start running, I should advise you to become mentally and physically prepared. Your thoughts and image should be solid and impeccable to attacks. The reason many fail to gain a position is by going in head first, not knowing what to do and figuring their run to be a learning opportunity. You study before getting a driving test for your license, you study before any important academic test, so why would you not be loaded with expertise before with "real" situation that can be more than any test you have taken? I repeat, do not try to learn on the way. Make sure you know everything about how you will run, what your political positions are, as well as the intrinsic details of the job you are planning to take on. I want to ensure you victory, but I cannot if you run a campaign with your mind on a blank slate.

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Your strengths and weaknesses

Understand your strengths and weaknesses

Understand yourself. You are not perfect as no one is. You have certain things about yourself that make you different from your fellow human being. You must understand both your physical and mental strengths and weaknesses. They can be, but are not limited to:

Your Weight
Your Appearance
Your Background
Your Judgement
Your Experience
Your Speaking Ability
Your Social Skills
Your Honesty
Your Determination
Your Endurance
Your Stability
Your Thinking ability
Your Professionalism
Your Culture
Your Gender
Your Race
Your Ethnicity
Your Age
Your Education
Your Character
Your Bravery
Your Religion
Your Ideas
Your Friends
Your Surroundings
Your Party Affiliation
Your Spouse
Your Criminal Background
Your Siblings
Your Parents
Your Children
Your Relatives
Your Income Level
Your Ability to deal with others
Your Successes
Your Failures
Your Past Mistakes
Your Location
Your Place of Birth
Your Struggles
Your Luxuries
Your Tax History
Your Previous Jobs
Your Previous Schools
Your Overall Image
As well as each of your viewpoints, interests in contract and much more

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Grading Yourself

Grading Yourself

Be honest as you grade yourself, or better yet, let someone who is emotionally unattached to you let you know your perceived strengths and weaknesses. Try to be as critical as possible on yourself as your opponent will no doubt show no mercy.

For example

Public Speaking (Weakness)
Need to find and develop ways to have better public speaking

Shyness (Weakness)
Need to find books on overcoming shyness

Depression (Weakness)
Has long unmaintained beard, nose pierced and obvious gang tattoos as well as very obese. Can cure by going to a hair stylist, taking out piercing in public places, wearing long sleeves shirts and going on an exercise program.

Clothes (Weakness)
Wears skater clothe although he is 72 years old, need good suit for public speaking.

Professionalism (Weakness)
Wears clown suit now, needs to scrap clown suit and get business clothes as well as business cards, glossy black and white photo and professional resume

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Obtaining Helpful Hands

Obtaining Helpful Hands

Soon you will realize that it will technically impossible to do all this campaign manual labor single handedly, especially the amount needed in the short period of time such as a campaign run. This will be about the time you will seriously consider gathering useful help from volunteers or paying people for part-time positions to do the tedious labor that your campaign needs. When you have no children of your own, family or many friends, passing out brochurees and other physical material can be a daunting piece of work, no matter how simple it seems. But this seemingly small simple manual labor is essential as well as ultimately crucial, as in the case of asking for petition signatures which will be used numerous times after gathered, this is a job that must be done.

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Shake Hands, Make Friends

Shake Hands, Make Friends

You want to run for a position in a school system (No, I'm not trying to be psychic, this is just an example) In this case, you would go to all public events related to the school system's position such as all the sports events and PTA meetings as possible. Even if it's just to get your face noticed, public school events are a great start. Also in these types of events you can learn, through observation of the incumbents, the mannerisms and the types of things they do and take note to mimic some of these quirks you see when you take their position.

Hand out business cards to everyone you talk to, tell them in a "by the way" manner of what you are trying to do and ask if they would help if they had spare time to pass out flyers or other advertising. Most of the time, the acquaintances will not tkae you too seriously and agree as well as give their contact information. If they offer their will ing participation, put them on a list of potential people to help carry out campaign management. This is hard work, but it is critical to your campaign when you have no help or friends.

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Your Campaign Manager

Your Campaign Manager

After selecting your position, theme, grading yourself and finding potential help you will want to now choose a campaign manager. No, yo cannot do-it-yourself. No, it cannot be your spouse. As the candidate, you will have your own backbreaking work to do that is already tedious and and time consuming. A campaign manager will organize and help in various ways, lowering the workforce you would have needed to do. This person will be focused on doing their specialized task, and doing that task right. This reasons you do not choose your family and close friends are that decisions must be made for the good of the campaign, regardless of their personal opinions, laziness and emotions they feel for you.

To find this important and special person, you can place an ad in a paper or simply ask around. there are always people who have politics running in their veins and will help simply for the thrill of helping their party, also it give them experience in case they want to do the same position for a higher office, assuming you are not running for president. The things a campaign manager is responsible for ranges from establishing meetings and a daily reporting on the current progress of the campaign to managing the different appointed committee members and the effectiveness of each, firing and hiring new help as needed.

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Meeting of the Campaign

Initial Meeting of the Campaign


Your first and initial meeting of your campaign will be just two people, you and your campaign manager. This meeting may take place in the comfort of a house or a public renting facility in your local library or community building or even a dining restaurant. The initial meeting should not be expensive, in fact it would be better if the first meeting was personal and casual to get to know this person better. Either way, you and your potential campaign manager will settle on a place for this initial meeting.

In this first meeting, discuss potential helpers and potential strategy plans, talk about appointing a treasurer for your incoming funds and contributions. Another person to be appointed in your campaign committee is the petition manager, who will handle help and volunteers regarding the signatures needed for the petition to get placed on the ballot, to telephone calls to poll spies

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The Press Release

The Press Release

A step after your initial meeting is to prepare a professional press release for use of the local media. The point of creating a press release is to inform the media that you are running for office. This press release may be written by you, but be sure to be error-free and not in a personal talking style. Alternately, you may purchase the services of a ghostwriter, finding these freelancers through classifieds media and craigslist. The press release contains the position you are currently running for, your full name, phone number, address, political experience, working history, background and any key personal achievements.

Next you will add a glossy black and white photo to the press release, this can be taken by any legitimate photography studio or servicing shop. Of course it will have a solid background color and not bright colors, fireworks and other teeny bopper stylistics. You will want to send this press release to all local newspapers, local radio stations (not the music ones) and local television programming (not MTV) like news broadcast stations and local public channels.

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Initial Press Conference

Initial Press Conference

Depending on your start-up financing position or campaign strategy, you may want to have a press conference. Press conferences are special in that the press hears directly from you, this resource must not be exhausted and only be contacting on worthwhile stories,, so be sure to state what makes you unique for them to actually care. Prepare great answers for all probable questions asked. One tips is, even if the questions only vaguely addresses your pre-made question, offer your pre-made answers as a tangent point to as many of their inquiries as possible.

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Your candidacy announcement

Your candidacy announcement

Use your petition list's name and addresses to send off a letter announcing your candidacy. Repeat your theme and the reason for running in full detail. Also, be sure to ask for help and support and have a special section in which you thank them again for their signature on the petition. At the bottom of this letter attatch a tear-off section that has all your contact information (name, address, phone number) and check-off boxes. Ask for this slip to be returned to your business address.

* I want to help pass out promotional material
* I will write and send a letter to the editor
* I will tell my friends and spread information about this campaign by word of mouth
* I will put a yard sign in my lawn to show support
* I will contribute $____ to the campaign, enclosed in the envelope I send back
* I want to have a lunch meeting to know the candidate better


* = boxes

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Great Campaign Strategy

Developing a Great Campaign Strategy


OK, you've basically perfected yourself about as much as time grants. Now you must prepare yourself with a great bulletproof strategy that you will use against your most surely worthy opponent. Probably the most generic overly used tactic is developing a campaign theme. Many, if not all, campaigns structure around a solid theme which are usually "experience" and "change". The reason these are used is because they just seem to work so effectively.

You must figure out and research your opponent's apparent faults compared to your strengths and attack them ferociously. Be aware, your opponent will counter and be successful if your strengths are not solid enough. If your opponent is older and you are youthful, you may try "The Fresh New Way", this will not work if you are similarly qualified with comparable experience or your age difference is less than 10 years. If you are the incumbent and older, more qualified and with more experience your theme may be "The Tried and True Example", this theme implies his weak experience and dishonesty (True). It wouldn't work if your current situation in your location of voting is decidedly worse off than when you took to office or you are perceived as a liar. A backfiring theme is the worse situation you can be in as your efforts as well as your opponents will continue yo refer to that weakness.

So pick a strength that capitalizes on your opponents glaring weaknesses for your theme. Therefore, when they defend themselves, it will be defending against their weakness, further making reference and light to their weakness. Use your theme in all material in your campaign, from press releases to speeches.

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The Brochure

The Brochure

You must now create a two-sided, one page brochure. This brochure will contain that you aspire to do once elected into office and any or all of qualifications that make you great for this position. In this brochure pamphlet you will want to repeat your campaign theme, message and name, in numerous times throughout the text. Note, people will not remember you come election time if all your advertising is used at the very start of your campaign (which is what most rookies do). You are going to want to spread things you intend to market to certain groups including, but not bound to: Press, Stickers, Flyers, Brochures, Door Handles, Business Cards, Parties, Radio and the traditional media outlets and more. By spreading around material for the optimum time in the entire duration of your campaign you will attain a steady publicized image all the way to through election time.

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Fund Raiser FInancing

Fund Raiser FInancing

If written correctly and used by your supporters well, the fundraiser tear-off sheet will fill the campaign financing some, but usually not nearly enough. After Announcement you can prepare for further funds by holding a fund raiser of some sort. Be very creative and share your ideas along with your campaign manager and appointed committee members. Some may say to rent a park and get a cheap local band to perform while simultaneously having free food and drink or in barbecue eat-out form as general perks for their support. The cost to enter into this lively situation will be gathered at the front door or line of the event or pre-sold in tickets ranging from $4.00 to $15.00 , or a combination of the two. Your petition staff can handle the tickets sold before the event.. Contests and local sponsorships will further lighten the mood. Advertising for this event can be sent in radio, television, newspaper ads, or in the newsletter to your supporter leading up to this event.

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Speaking in Public

Speaking in Public

If you are confident in your natural or newly found speaking abilities, then another promotion tool is in public speaking. Kiwanis, Elks, Rotary and colleges will usually always have the venues for public speaker open for you. As well as exposing yourself, word-of-mouth may also spread to those who attend the event about you and your ideas. Be sure to repeat your theme and strengths in your speech. Have in hand many pre-made brochures and business cards specialized for the speech as well as volunteers to help pass them out.

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The Campaign Newsletter

The Campaign Newsletter

The great tool you will use throughout the duration of your campaign is your newsletters. The newsletter may contain updates, any activities or speeched done and events coming up in the future, as well as media material and promotional materials such as stickers, tickets and buttons. Every week, couple weeks or months you will send a consecutive newsletter to your petition addresses (if they have accepted your solicitation) and supporters that agree with your cause. Always thank them, as well your helper and volunteers. Repeat your them and alway include your tear-off sheet at the bottom of this letter.

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Yard Signs

Yard Signs

One of the tried and true examples from the times of great grandparents campaign promotion to now is the all too familiar sight of plastic and wood yard signs littering the streets and highways containing a simple message, your name and the position you are running for. As always, refer to your petition list first when trying to find people to place a sign in their lawn. Next, get volunteers to go door-to-door to ask people is they would support you and place your yard sign in their lawn, and if not hand them a brochure so they can see your message and tell them to call the campaign headquarters if they change their mind.

You must be sure that your yard signs are in compliance with the local zoning restrictions of the area as for the case of the time, placement and physical appearance. Yes, it is possible to make your own yard signs, but we do not recommend it unless you are a brilliant graphic designer or artist. These signs are all about having a professional look and how do you get this look other than going to the source, which is a professional? Your yellow pages, classifieds, Kinkos, craigslist, local printing shops and other job advertisement media will most definitely have professionals that make posters, signs, yard signs and other material. Be smart and use them, they have more experience and know-how on what works and what doesn't (now do you see why the incumbent usually wins?)

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Door to Door, Meet and Greet

Door to Door, Meet and Greet

One thing you may decide to do, adding a personal touch to your campaign, is to go door-to-door in the local area you are running for and introducing yourself in person to the area. Carry as stack of your brochures and business cards with you in case they aren't home or familiar with you. Be sure to listen to them talk and their views more than talk yourself about yourself. Have a pen and pencil to write down their name, phone number and address if they agree to support you,, as well as write down any of their interesting ideas, thoughts and advice. You must hound these people who agree to help with phone calls reinforcing their promise of spreading material and putting up a yard sign, just like your tear-off sheet checkers. Make it a habit at the start of every single campaign to go door-to-door to as many people as possible, maybe your whole local area. This bravery and confidence will stick in their minds more than any generic brochure or business card.

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Supporter's Lunch

Supporter's Lunch

Offer lunch to local political powers and the people who want to meet with you. Make sure this is a late lunch or dinner to give people chance to see you after their work day in a way to show respect. You may offer a supporter's breakfast as well for the people who work afternoons. Plan these personally or in groups. Let it be a public place or a supporter's house, but always tell them to invite all their friends. Have answers prepared for their most likely questions and state clear your message theme and polling date. Also, take their advice and write down their tips, even if you want to use them, listen more than think.

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Editor's Letter

Editor's Letter

Hire, or hook up with a professional writer to write a letter to the editor of your local newspapers. These letters are not for sensationalism or for votes, but clear brief statements. Professional writers can be found in classifieds media, craigslist or other sources that offer service by ghostwriters.

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Organization's Letter

Organizations' Letter

After the letter to the editor, you will want to gather the names of all organizations in your are possible. These groups are often medical groups, business clubs, social clubs, school groups, business associations and clubs, religious groups, political groups, environmental organizations, all the worker's unions and more. You are going to want your campaign manager of appointed staff call the leader or president of each club, group or association. Ask if he or she would write a letter of support to their members, ask if they can offer their mailing list and if they would let you send your newsletter to the group's members, promising to stop promotion at the end of the campaign. You must also promise to keep their mailing list confidential, understanding advertising agencies will try their best to get a hold of these types of lists.

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Becoming Endorsed

Becoming Endorsed

Being endorsed is the same as being approved. This means nothing except the approval of someone's opinion, yet the more important part of endorsement is influence of this president or leader's opinion will further flock the rest of the members to approve or at least consider your campaign in a positive light. Prepare yourself a small package to editors for endorsement. This package will include your small black and white photo, resume and biography of yourself, as well as contact information in the case they want to personally interview you. They are the influence of maybe hundreds of thousands of people and want to be "right all along" in their backing of a political figure. To be sure they are right of your likelihood to win, they need to know your integrity, plan of action, and financing to give the thumbs up. Groups, clubs and unions will also endorse a candidate they see fit and may also want an interview.

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Business Card Advertisement

Business Card Advertisement

These simple rectangular advertisement/contact information material are essential to your campaign as they are handy and useful. A business card can be put in wallets, passed around and shown to friends with better ease than any of the other forms of promotion.

Pros are it's a printed media, so people can see your name whenever they want. They are small and can be made in bulk immediately, at any time. Business cards are the cheapest form of promotion.

Cons are that everyone has a business card and yours may get lost in their collection. It doesn't prove anything that you have one because you don't need to plan, have money or be clever to print a bulk of business cards.

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Brochure Advertisements

Brochure Advertisements

Your handy brochure is a step up from a business card and makes you look just that much more professional, especially when they are designed by a professional.

The pros are that they can show much more information than a business card. They can have your theme, biography, photo, contact information and more.

The cons are they are more expensive than business cards, may need a professional designer, harder for people to keep in hand than business cards, cannot be put in a wallet and cannot be printed in too much bulk unless you want or have the ability to drain your financing.

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Newspaper Advertisements

Newspaper Advertisements

There are the advertisements in the newspaper most likely printed along the classifieds section, where they are subject to many views. The advertisement may include your photo, a brief biography, your address and number and any other contact information, and of course your "theme". The peak time to run a newspaper advertisement is after your announcement, door-to-door introduction, first newsletter, fundraiser and first endorsements, so usually this will be about 2/5 to about half the time of your campaign run.

Pros are that it will be viewed potentially more than hundreds of thousands of times depending on the area you are running for and choose. They are a legitimate stamp that you are serious and a professional.

Cons are that the advertisement can be very expensive, especially running the add multiple times. Advertising in 100 newspapers can be as low as $1500 to $3000 dollars depending on your size and placement.

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Radio Advertisement

Radio Advertisement

Radio is probably the best tool to get people informed about your campaign even with television, magazines and newspapers in competition. The cost to run as ad is less than the price to run in respectable circulated newspapers and magazines as well.

Pros are that they have no choice but to listen to your ad (unless it is so horrible they turn the radio station off or change the station) and because they can be sure it was heard by more than them, so in effect generates the spread of word of mouth about you easier.

Cons are that unless you have a voice you feel has power and confidence naturally, you may almost always hire a professional voice over artist. They can be found in Ebay's Elance system, yellow pages, craigslist or a quick google or yahoo search. Before selecting them, scope their resume for accuracy and credence, check to hear examples, previous jobs and ads. Also check their price against other voice-over artists you've considered and their versatility to be able to produce a political ad.

The cost to hire a voice-over artist is never too bad (unless you employ a radio talk show host's voice to broadcast it over their show) never amounting to over a couple hundred dollars, if that.

Another con is than you can never completely know how many people actually paid attention to your ad and acted on it. These advertisements generally should be run a small time before the election day and further back if you plane to use television ads as well (television ads should be the final promotion tool) this ensures the steps of marketing to the senses of "read, hear, see" in that order which is also the steps for people to consider you seriously.

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Television Advertisements

Television Advertisements

The most profession way to get the people to know about you is by use of television ads. Generally, the price for a television ad to viewed on a channel is about a hundred to a couple thousand depending on the spot you choose (this does not include video production). Most cable companies have special discounts for local advertisers. Like radio, an advertisement in this media depends in the time it is put on, what television show you put it on and the demographics that show produces will heavily influence the effectiveness of the ad.

Pros are that more people tune into television now than anything else and you will be taken with the utmost seriousness with your ad.

The cons are that the television ad must be also made professionally or you can instantly lose your credibility and paying for the video production of the ad itself is about one thousand to a couple thousand depending on the equipment, editing, crew, location and overall professional touch.

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Call of Commitment

Call of Commitment

Right before the election you will want to make sure you bring your name to the public's attention, this time as a private occasion. You will now do a final call of commitment with your collected list. Here is a sample of what your campaign manager, appointed official, hired help and volunteers can use.


Hell, my name is (NAME) and we're working on (CANDIDATE)'s campaign committee. Election day is this (DAY) and (CANDIDATE) would love to have your support. Do you know where the polls are at? Do you think you will be able to vote on (DAY)? If you need transportation or need any information call this number (CAMPAIGN HEADQUARTERS NUMBER). Again, we thank you for your support and patience.

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Poll Spies

Poll Spies

You may want to appoint some of your volunteers to become poll spies, making sure polls are not rigged and actual people vote. Also poll spies will watch for sneaky judges who will do illegal tricks. Under local voting authorities you will gain the essential credentials for watching polls. Make sure to suprise your poll spies and judges with treats, donuts and cookies to boost morale in your favor.

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Victory

Victory

Maybe at a house, public venue, or restaurant gather everyone who has been a part of your campaign for the election announcement. In this place make sure any radios and television sets are tuned in to watch the current polling results. If any press is witness to your gathering have a statement prepared for them. Expect to win and don't be a sore loser!

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