#81 Keep Digging: There’s a Pony in There Somewhere

The election is days away. The mail, TV, radio, and social media are set. So what can you and your supporters do to turn out voters?Text your friends to go vote.A 2024 Florida field test found that low-propensity conservative voters who received a text from someone they knew were 8.6 percentage points more likely to vote than a control group.How to Do It:1. Go through your contacts and ask volunteers to do the same:“Hey [Name], just a reminder Election Day is Tuesday. I’m voting for [Candidate] for [office] and hope you are too.”2. If they plan to vote, follow up:“Great, when are you thinking? Morning, after work, or sometime else?”3. On Election Day, send a final reminder before their planned voting time:“Hey, just a reminder to vote today if you haven’t already.”Most people can send 100 texts in 30-40 minutes. Have your volunteers grab their phone and text everyone they want to see vote.Check out our one pager PDFWinning Edge gives you the tools you need to lead and influence in the political and policy arenas. Every other week, Winning Edge releases short (approximately 5-minute) spots—or “snacks”—focused on one of four areas: fundraising, media, policy, or persuasion.For more, visit our website: www.thecommonwealthpartners.com.

In the final month of a campaign, you get a lot of tough questions. But how do you prepare for questions when you don't know what you'll be asked?Back in Winning Edge #24, we looked at answering tough questions. The key is to pick a structure and keep it short - 60-90 seconds. Here are three tactics for handling a question about gas prices:Two PointsBest for a strong, confident answer.Listen, pause 3-4 seconds, then say: "Glad you brought this up. It comes down to two things."State first point (this gives you time to think of the second)"And the second important thing is..."Optional: wrap up with one sentence summarizing bothExample on gas prices: Point 1 - Price shocks because we're too dependent on foreign oil, need more energy produced here. Point 2 - PA's gas tax is $.58/gallon; cut it for immediate relief as the first bill introduced.Story + InsightBest when you want to show empathy.Pause 3-5 seconds"This reminds me of..." then tell a personal, relevant storyConnect to your main point: "The reason I tell you this story is..."Example on gas prices: Share a 2008 story about struggling to pay $4/gallon and calculating hours worked per tank. Connect to today's prices and the need to cut PA's gas tax.Look Back, Look Down, Look ForwardBest for explaining history or a process.Look Back: "Back in..."Look Down: "Today..."Look Forward: "That's why I support..."Example on gas prices: Walk through gas price history (2008, Ukraine war, Iran war), explain today's vulnerability, then commit to cutting the 58-cent gas tax as your first bill.Important Note:These tactics are for questions you know the answer to. Never make up an answer. If you don't know, say: "I'm not sure. Let me look into it and get back to you" - then actually follow up.Bottom Line:Practice the tactic a few times before using it live. Next time you get a tough question, just pick which tactic fits best.For more tips on answering tough questions, refer to the accompanying one-page PDF.Winning Edge gives you the tools you need to lead and influence in the political and policy arenas. Every other week, Winning Edge releases short (approximately 5-minute) spots—or “snacks”—focused on one of four areas: fundraising, media, policy, or persuasion.For more, visit our website: www.thecommonwealthpartners.com.

Ever wished you could put voters from your district in a room for a focus group? You actually can - but not the way you might think.Focus groups grew out of World War II-era "focused interviews" and became a staple tool because you can't talk to everyone. When you knock doors, you're doing something similar - hearing from voters one on one. The key is turning those hundreds of conversations into insights by watching for two things: Surprises and Phrase Patterns.SurprisesListen for when a voter says something unexpected - like feeling differently about an issue than their party would suggest.Don't lead follow-ups with "why" (it feels defensive). Start with "what" or "when":"Interesting. What makes you say that?""Huh. When did you start thinking that?""What else have you noticed?"If there's an important "why" behind their thinking, they'll usually tell you anyway.Phrase PatternsNotice when multiple voters use the same words. For example, on crime:"I used to never lock my car, but now if you don't, someone will rummage through it."That word "rummage" creates a picture in a way "reduce crime" never will. Mirror it in your mail and ads:"Your car should be safe in your own driveway. You shouldn't have to worry about someone rummaging through it."If three or four voters separately use the same phrase, they're not the only ones thinking it.Daily Practice:At the end of each day knocking doors, ask yourself:What surprised me today?What phrases did I hear more than once?Write them down or record a quick voice memo. Over time, you'll build a picture of the district no focus group could give you.Bottom Line:Watch for surprises and follow them with a "what" or "when" question. Listen for phrases you hear more than once and write them down.For more tips, refer to the accompanying one-page PDF.Winning Edge gives you the tools you need to lead and influence in the political and policy arenas. Every other week, Winning Edge releases short (approximately 5-minute) spots—or “snacks”—focused on one of four areas: fundraising, media, policy, or persuasion.For more, visit our website: www.thecommonwealthpartners.com.

One year after his inauguration, President Ronald Reagan spoke about the year's progress ahead. He told the joke about a father with two sons - a pessimist and an optimist. When the pessimist was put in a room full of toys, he cried, sure someone would take them away. When the optimist was put in a room full of manure, he happily dug through it saying, "There's a pony in there somewhere."Reagan closed with, "There is a pony in here."With the election less than 90 days away, it's easy to feel stuck in a room full of manure. Here are 6 Winning Edges to help you keep digging:Got a tough interview?#24 - Answering Tough Questions#25 - Mastering Unscripted Answers#27 - Mastering Your TV InterviewThinking about your messaging for the fall?#36 - Help Undecided Voters Not Be Wrong#34 - Voice of the Voter#62 - Let Voters Change Their MindFundraising?#73 - 90-Second Phone Pitch#66 - Create a Fundraising System Not a Goal#46 - 10 Call RuleBottom Line:Keep digging through the final push. There's got to be a state house seat here somewhere.Click here for a helpful PDF of this episode. Winning Edge gives you the tools you need to lead and influence in the political and policy arenas. Every other week, Winning Edge releases short (approximately 5-minute) spots—or “snacks”—focused on one of four areas: fundraising, media, policy, or persuasion.For more, visit our website: www.thecommonwealthpartners.com.

Short campaign videos fail for the same reason most first dates do - one person talks about themselves and never thinks about it from the other person's perspective. To avoid this, think like a voter. If you scrolled a candidate's social media, what do you actually want to know? Most answers fall into three buckets: Who are you? Why are you running? What will you do? Another way to think about it: Look Back, Look Down, and Look Forward.Video 1: Look Back - Who You Are (90 seconds)Don't make it a resume video ("married 17 years, three kids, went to state university...")Tell a story that opens the video and ties back at the endAdd dialogue to make it come aliveExample: Growing up in town, first job at Johnson's Diner, Ms. Carol's lesson about making it the best mealConnect that lesson to your current work and lifeBonus: Use tip 2 from Winning Edge #79 - move while you talk and film in relevant locationsVideo 2: Look Down - Why You're Running (90 seconds)Not your full stump speech - keep under two minutesThink about the moment you decided to runStart with a 30-second story about that decisionInclude one surprising statistic that lands with voters in your districtLean into emotion first, let the number confirm what people already feelSave your agenda for the next videoSee Winning Edge #31 and #42 for more insightsVideo 3: Look Forward - What You Will Do (60 seconds)Show you have a plan and can explain it in plain EnglishNot a policy wonk fest - keep it simplePremise: two bills you'll introduce when electedFirst bill: issue with broad appeal (with a short story)Second bill: issue you're passionate about (with story or statistic)Close: "Two bills. I'm not going to fix everything, but I'll tell you exactly where I'm going to start."Bonus Tip:If you struggle to remember what to say on camera, watch this video on using a simple teleprompter app while still looking natural and off-the-cuff.Bottom Line:When it comes to short social media videos, think about what a voter wants to know and make three videos to answer: Who You Are? Why Are You Running? What You Will Do?For more tips on creating effective campaign videos, refer to the accompanying one-page PDF.Winning Edge gives you the tools you need to lead and influence in the political and policy arenas. Every other week, Winning Edge releases short (approximately 5-minute) spots—or “snacks”—focused on one of four areas: fundraising, media, policy, or persuasion.For more, visit our website: www.thecommonwealthpartners.com.

If you've been doing the video challenge from the last Winning Edge, you've probably watched yourself and felt stiffer and less animated than your normal self. Chris Goor, a YouTuber who spent his career filming thousands of interviews, events, and even a royal wedding for the BBC, has three simple tips to dramatically improve your videos - all while still using just your phone.Three Tips to Improve Your Videos:1. One Idea Per VideoDon't overcomplicate with long videosBoil topic down to a single ideaGoor calls short-form videos "bubble gum for the eyes"If struggling, break into short sentences, record each a few times, pick the bestRule: one idea in one minute or lessExample: https://youtube.com/shorts/flHZ6S0gZ8g?si=I-zNMBm90HJYN1Tq2. Move While You TalkIf you look stiff, walk or move in your videoMakes it more visually interesting to watchWith a microphone, start talking as you enter the frameWalk up to the camera while talkingHold something (like a coffee cup) so it feels less formal than a campaign commercialExamples:https://www.youtube.com/watch?v=zmAf4pRIufMhttps://www.youtube.com/watch?v=Gz5B8NVy3783. Make Sure You Sound GreatImproving sound quality dramatically improves overall video qualityPeople will watch great sound with okay video over perfect video with bad soundGet a simple mic that connects to your phone and attaches to your shirtRecommendation: DJI Mic Mini (less than $90, easy to use even at noisy events)Example: https://www.youtube.com/watch?v=JsEvCvW4FtoBottom Line:Don't overcomplicate your videos. Keep it to one idea, move while you speak, and add a decent mic.For more tips on improving your video content, refer to the accompanying one-page PDF.Winning Edge gives you the tools you need to lead and influence in the political and policy arenas. Every other week, Winning Edge releases short (approximately 5-minute) spots—or “snacks”—focused on one of four areas: fundraising, media, policy, or persuasion.For more, visit our website: www.thecommonwealthpartners.com.

In October 1968, Richard Nixon walked into a television studio to film ads. He sat stiffly on the edge of a desk, looked at the camera, and started to talk. One aide muttered, "I wish he'd use the teleprompter," to which another replied, "People think he's reading anyway." While Nixon never mastered the teleprompter, he did get good at recording ads without a script, taking multiple takes to find the right flow and words. This was all part of the "New Nixon" strategy - gone was the candidate of those bad 1960 TV performances. He embraced TV, hired ad agencies, and learned to talk to the camera. It wasn't easy, but his style of speaking directly to the American people worked. On election night 1968, Nixon won the presidency.The reality is that even politicians like Nixon had to work to get good on camera. For most people, talking to the camera is hard - you hate the sound of your voice, notice every little imperfection, and think it's never going to work. But getting comfortable talking to the camera is just a skill, and like any skill, you can get better with practice.The 2-Week Camera Challenge:Film yourself talking 1-2 minutes daily for 14 daysUse your iPhone - don't worry about perfect setupTalk about something that happened that dayWon't post videos, so don't overthinkFour Things to Focus On:1. Rest Your Eyes on the LensDon't stare at itSoftens the whole feel of eyes and facial expressions2. Talk to One PersonPicture a single person you're talking toTalk like a friend over coffee or a beerGets you out of "presenting" mode3. Up Your Energy 10%Camera pulls energy out of usWhat feels normal in-person comes across flat onlineExtra energy makes videos feel more like in-person you4. Pick One ThingAfter each video, choose one thing you liked and one to improveDon't pick multiple things - just one fix per videoBottom Line:Getting comfortable talking to the camera is a skill you can improve. Take the 2-Week Camera Challenge and you'll be amazed at how much more comfortable you feel.Source: Joe McGinniss, The Selling of the President 1968 (Trident Press, 1969), p. 13.For more tips on improving your on-camera presence, refer to the accompanying one-page PDF.Winning Edge gives you the tools you need to lead and influence in the political and policy arenas. Every other week, Winning Edge releases short (approximately 5-minute) spots—or “snacks”—focused on one of four areas: fundraising, media, policy, or persuasion.For more, visit our website: www.thecommonwealthpartners.com.

The Margaret Thatcher Story:Late 1970s: Thatcher knew the election would be decided by televisionKnew she wasn't good at TVHired media advisor Gordon Reece, former TV producerReece relentlessly filmed her, reviewed footage togetherWorked on appearance, body language, and voice (from breathy/nervous to lower/commanding)Conducted private polls after appearances to adjust approachEventually got comfortable on camera and won election as Prime MinisterThe Lesson:Thatcher wasn't a naturalShe improved one little thing at a timeNo silver bullet for getting better on camera or stageSmall things you can practice and improveThis Week's Skill - The Hand Trick (from YouTuber Vinh Giang):The Rule:Your right hand = the pastYour left hand = the futureWhy It Works:Feels off when you try itFrom audience's perspective: past on their left, future on their rightWe read left to right and watch videos with left-to-right progress barsFeels correct to the audienceAdvanced Version:Stand on right side when talking about pastTake a few steps left when talking about futureSignifies moving forward in timeBottom Line: Your right hand is the past, your left hand is the future. Get better at presenting by improving one small tactic at a time.Source: Video of TV Interview for BBC Campaign '79: https://www.margaretthatcher.org/document/133935 (check out 2:05 for some of the craziest 1970's sideburns you've ever seen)For more tips on improving your speaking skills, refer to the accompanying one-page PDF.Winning Edge gives you the tools you need to lead and influence in the political and policy arenas. Every other week, Winning Edge releases short (approximately 5-minute) spots—or “snacks”—focused on one of four areas: fundraising, media, policy, or persuasion.For more, visit our website: www.thecommonwealthpartners.com.

The Historical Story:Spring 1962: General David Shoup at White House meeting about potential Cuba invasionUsed two transparencies to make his point about invasion difficultyFirst transparency: Cuba map overlaid on USA - stretched from DC past Chicago (over 800 miles)Second transparency: Dot representing tiny Tarawa islandTarawa: 2 square miles, took 18,000 Marines three days to conquer in WWIIShoup had commanded Marines at Tarawa, earned Medal of HonorTwo visuals transformed Cuba invasion from practical idea to sobering realityThe Cuba Map Strategy - Three Parts:1. AnchorStart with something familiar (map of United States)Audience reaction: "Huh? What's the point?"2. ReframeLay down something that changes perspective (Cuba map)Audience reaction: "Whoa, didn't realize that"3. RevealDrive home the main point (Tarawa dot)Audience reaction: "Oh no. That's not good"How to Build Your Own Cuba Map Strategy: Work backwards:Start with your reveal - what's the emotional punch?Work back to the reframe - what reframes the discussion?Find your anchor - what familiar starting point sets it up?Example: A Trillion Dollars:Anchor: "This dime represents a million dollars"Reframe: "The difference between this dime and a hundred dollar bill is the difference between a million and a billion"Reveal: "The difference between this dime and a hundred thousand dollars is the difference between a million and a trillion"Bottom Line: The Cuba Map Strategy usually takes several attempts to perfect, but the three-part structure (anchor, reframe, reveal) creates powerful visual persuasion that audiences both see and feel.For more tips on visual persuasion techniques, refer to the accompanying one-page PDF.Winning Edge gives you the tools you need to lead and influence in the political and policy arenas. Every other week, Winning Edge releases short (approximately 5-minute) spots—or “snacks”—focused on one of four areas: fundraising, media, policy, or persuasion.For more, visit our website: www.thecommonwealthpartners.com.

The 1960 Attack:Democrats ran ad: "Would you buy a used car from this man?" with Nixon's picturePurpose: attack with Fear, Uncertainty, and Doubt (FUD)1960: Fighting Emotion with Facts (Failed)Nixon focused on substance and policyRefused makeup before first televised debate, looked sweaty and uncomfortableTreated TV like radio with picturesKennedy won close electionNixon later lost California governor race and declared "last press conference"1968: Out-FUD the FUD (Success)Nixon hired Madison Avenue ad men, became "New Nixon"Focused on his strengths: off-the-cuff Q&A and town hallsLeaned into emotion: Vietnam, crime, and order over chaosKey slogan: "This time vote like your whole world depended on it"Accepted voter fear, gave them something to doMade old attacks seem trivial with higher stakesHow to Fight Back Against FUD:Hold the Line:Prebunk it: Get ahead of attacks before they landExample: "You'll hear wild claims from outside groups with out-of-state donors. Here's the truth…"Dismiss and reframe: Call it what it is (fear campaign), pivot to your messageMove the Line:Change what election is about: Make it bigger than the fearReplace fear with bigger emotion: Hope, pride, or urgencyFind memorable line and repeat: Like Nixon's "vote like your whole world depended on it" (See Winning Edge #60 on memorable lines.)Bottom Line: FUD is emotional. Hold the Line by getting ahead of attacks and naming them. Move the Line by giving voters a bigger emotion than the fear your opponent is selling.For more tips on countering FUD attacks, refer to the accompanying one-page PDF.Winning Edge gives you the tools you need to lead and influence in the political and policy arenas. Every other week, Winning Edge releases short (approximately 5-minute) spots—or “snacks”—focused on one of four areas: fundraising, media, policy, or persuasion.For more, visit our website: www.thecommonwealthpartners.com.