Campaign Tip: A good message without proper repetition is wasted air.

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Here’s today’s tip: A good message without proper repetition is wasted air.

A good message without proper repetition is wasted air. A good message without proper repetition is wasted air.

Got the message? Ok, so that was a bit literal but I think you’re hearing me. There are two parts to today’s tip.

Throughout a campaign, you’re going to be touching a lot of voters and trying to get your message, record and platform in front of them.

But once isn’t enough, right? We’re knocking on doors, making phone calls, sending mail, hitting social media and more. One hit isn’t enough.

Now, experts differ on how many touches are necessary to make a sale. There’s no magic number. But most will tell you between 3-7. The higher the quality of the contact, the lower the number needed.

Your campaign knows how many votes it needs to win and roughly how much you think you can raise in funding. From there, start building out a plan to repeatedly touch voters. Canvassing and phone contact are the most personal, while TV is among the least impactful. Your goal should be to maximize the number of high quality touches per voter, within your target group.

The second part of the tip is about driving home a PARTICULAR message. If you have a good line or a message that’s resonating, don’t just say it once and assume that it’s going to get out there. There’s a reason that most candidate stump speeches are virtually the same from one whistle-stop to the next. When I was working for Ted Cruz, I could have basically recited his stump speech verbatim.

Spice up your speech with comments tailor made for your specific audience but make sure you keep driving home the key message components that you know you need to communicate.

Repetition is the key!


Raz Shafer