As first-time candidates throughout the U.S. slog towards Primary and General elections this year, it's a good time to take a look at some pitfalls these candidates often encounter.
2. Failing to raise and spend the right amount of money. Speaking of money, if you don't have the cash, you must raise it. First-time candidates often delude themselves into thinking money doesn't matter. It does. Without money, there isn't a campaign. And it must be not only raised, but spent, wisely. Even if you think you only need a small amount of money, media and voters will be watching to see if you have the ability to raise more than you need. The truth is, candidates need professionals to help them to raise money - or force them to, if necessary, because media and opponents watch "The money race," too.
3. Focusing on the wrong issues. You have 40 issues that you want to tackle in your campaign: abortion, the IRS, Federal defense spending, social security, etc., etc. But wait a minute, you're running for a seat in the state legislature! Much of this will be irrelevant to the office you're seeking. Spending time on issues you will have no control over if you're elected is a waste of time, and can unnecessarily give voters reasons to vote against you. A campaign must focus on a select few, relevant local issues, and not deviate from them.
4. Talking about the wrong issues ... to the wrong people. You should never lie or change your views to chase poll results in order to get votes. Voters can sniff out a phony. But it simply makes sense to speak to groups and individuals about things they care about. Making wildly irrelevant speeches to influential groups is a sure way of looking foolish - and irrelevant. Relying on speech writers, your manager and/or your communications consultant to direct your campaign's focus on issues through scripted speeches is a wise move. It will likely keep you from looking completely out of touch, and will give your campaign a polished look and feel, without compromising your principles.
5. Steering out of the Mainstream. Okay, so you believe in UFOs and aliens, you think flying cars can solve traffic jams, and that JFK was shot five times by the CIA, Castro and the Mob working together. Keep it to yourself. While some of this may seem "folksy" coming from long-time politicians, remember this: nuts don't often get elected. And if they do slip into office, they frequently don't stay elected long. Say something off-the-wall and it by very well be the only thing voters remember about you, and the only thing the media will focus on, and can easily destroy your chances of victory. In short, keep irrelevant views to yourself. A speechwriter will be able to "filter out" items that you may not notice in a first draft, and keep you from saying things that will "ALIENate" voters.
6. Running to lose. Sometimes, the better part of valor is not running at all. If you don't have the financial resources, if you don't have the support of colleagues and family members, or if you don't have the willpower, health, time or effort to run an effective campaign, don't do it. (And if you can't keep your head above water in one of these areas at any point in the campaign, consider dropping out.) If you do run, however, you must run to win, not to make a point. People don't vote to make a point, they vote for winners. And voters sense when you're just riding a hobby horse, and don't really care about winning.
6. Being Unprofessional. Failing to present your campaign as professional is a sure sign you haven't hired professionals to design your campaign. For example, you had better use *Local* professional design and printing, because if you don't, you may be viewed as not credible as a candidate. Speaking of signs, having a lot of them up, often illegally on public property, won't win the election. Get permission to put them in the right locations. Independent candidates often get carried away with their message, filling a sign, website, or brochure with trite or off-topic slogans and LOADS of text, resulting in unreadable nonsense no one will actually read. This is the sure signal you're an amateur candidate - one who will not be taken seriously. Keep it brief and keep it professional, and the best way to do this is to have it written by a campaign professional, who will report your spending to local clerks, the state, or FEC, and also ensure you have the right legal disclaimers on all signs, stickers and mailers.
A professional campaign consultant will help you to avoid these pitfalls, and many more, in the course of your campaign. Abbott Media Group offers a wide array of reputation building and campaign consulting services for current right-of-center candidates and future candidates in Florida, Texas, and throughout the US.
Stephen Abbott is a public relations consultant and political messaging specialist, and the principal of Abbott Media Group, specializing in helping political candidates, business leaders, groups and start-ups craft effective messages. Visit Abbott Media Group for more information.
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