(1) Create a compelling message

The most important part of a political mail piece is its message. You are selling a product --- You. When people evaluate a product they want the answer to one question "What's in it for me?" Don't answer it, don't get elected. You must give them a compelling reason to capture their vote, especially in a local election. Don't think of voters as a mass group, but as one individual. Write a message to one individual that resolves a problem in their life. Most compelling reasons relate to their money. The hottest issues today are jobs, taxes, economy, and social entitlements. Make your message personal.

Examples:

Too general: I am against raising property taxes

Better: Supporting your family is hard today. Vote for me and I'll fight increased property taxes because you don't need that burden.

Too general: I will fight to bring more jobs to our community.

Better: Having few jobs available in our community is hard on you, your family or someone you know. Vote for me and I will fight to bring back jobs and get life back on track for all of us.

(2) Include a Call to Action

You got their attention with a compelling message. Now get them engaged and get their vote. Tell them what to do and be very precise about it.

Examples:

Vote for me on 8 Nov....

Call me at 888-888-8888 to discuss the xyz problem

Visit my website to: volunteer to help get out the vote

Make a contribution that will make a difference

Read my position on (issue)

RSVP for the town hall meeting

Give me your opinion on what needs to be done

(3) Multiple touches

To capture a vote, you need to touch the voter with several messages. A mail piece should prompt the voter to call, email, or visit a website. Now you can deliver a second message, collect contact data, and get them engaged. From the data collected, you can develop more meaningful messages delivered through personal contact, events, email, text messages and phone calls.

(4) Mailing List

Mailing lists contain information that can link the issue with the individual. Examples: gender, age, ethnic background, families with children, voting history, geographic location and donor history. You can create a significantly more compelling message when written for a specific target audience.

Examples:

Families with children are more concerned about education.

Seniors are concerned with health care.

Voting history identifies who will likely be voting in the future.

Ethnic groups have different community concerns.

People in specific geographic locations, such as part of town, have different issues.

(5) Mail early

Planning is a must to get results and stay in budget. You only have a few months before the primary and general election to get voters engaged. You will need all of it. A mail campaign takes time.

You must:

1. Identify issues and target market

2. Get mailing list

3. Develop the message

4. Develop the call to action

5. Design the piece

6. Print the piece

7. Address the piece

8. Have Post Office deliver

Anticipate 2 days for a mailing list, 7 business days to print and address, and 14 more days for the Post Office to deliver. Yes, these times can be shortened but usually requires a lot more money and a bit of luck. Plan well and you won't need either.

Recommendation: WinAnElection offers effective campaign tools for a tight budget. Click to see postcards specifically designed for: (1) campaign issues: budget, jobs, taxes; (2) campaign races: sheriff, judge, prosecutor; (3) specific purpose: introduction, endorsement, event, hit, response to hit.

Other articles you should read:

8 Nasty surprises to avoid in a political email campaign

5 Nasty surprises to avoid when using an email list in a political campaign

13 Must know things about email lists for political campaigns