Campaign Tip: Projecting enthusiasm is critical. I don't care how tired, stressed or far down you are in the polls. Smile!

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Here’s today’s tip: Projecting enthusiasm is critical. I don't care how tired, stressed or far down you are in the polls. Smile!

If you’re running for office or directing a campaign, optimism should simply ooze out of you. It doesn’t matter to me whether polling shows you down 15 or 25 points. If you’re in the race, project enthusiasm.

If you can’t do that, drop out of the race and make your defeat official.

The fact is that plenty of races swing wildly in the last couple weeks. Even more suffer from a poor read on the political environment. That means that most of you will have no real idea of where you stand until election day. So what good does it do to be down on yourself?

My point isn’t that you should lie to yourself or supporters. What I’m saying is that if you’re IN the race, be IN it. Don’t run unless you believe winning is possible and once you’re in the race, fight through the finish line. At every point, look to your supporters and find ways to motivate them. You’re running for a cause, make it infectious.

Raz Shafer