The Power of a Three-Point Plan in Political Campaign Messaging

A key part of a candidate’s winning message is the plan. The plan tells the voters what you want to do on their behalf should they elect you to office. The dangerous temptation every candidate faces is to offer a plan that’s dense with information and details. Don’t do that.  Stick to a three-point plan […]


The Three C’s of a Winning Political Campaign Message

Last week Daniel Henninger wrote in  The Wall Street Journal about President Trump bringing John Kelly on as new his Chief of Staff and Kelly’s immediate firing of Anthony Scaramucci. He stated, “Mr. Kelly’s new job is to deploy across the Trump White House the three c-words that Anthony Scaramucci did not use in his […]


2 Winning Candidates Discuss Candidate Debates and Forums

An interview with a Texas school board member & a California city council member

Earlier this week I wrote an article about candidate debates and forums, saying that winning candidates always participate in most of the ones they are invited to. In this piece I’m going to share some insights on debates and forums from two different candidates who each won their election this year in two very different […]


Why Winning Candidates Never Confuse Voters with their Message

If you’re serious about winning your election, then you need a winning campaign message that resonates with the voters on an issue or set of issues they strongly care about. If you’re not talking about issues important to the voters – or you’re doing it in a confusing way – you’re not going to connect […]


Why Consistency is Key to Winning an Election

You have a winning message that’s about the voters, centers on issues that extremely frustrate them, and have a realistic plan to make things better for your community. But you’re still not connecting with the voters. How is this possible? If you called me in and asked me to examine your campaign to figure out […]


Why Candidates Who Talk Only About Themselves Often Lose

9 out of 10 times the candidate with the best message wins the election. This is true even if the candidate does not have the most money to spend or doesn’t have the most stellar resume. One of the reasons this happens is that the other candidate in the race, frequently the person the insiders […]


It Takes More Than Money to Win an Election (Ask Jon Ossoff)

CASE STUDY: 5 Lessons from the Georgia Congressional Special Election

Believe it or don’t, money isn’t the most important factor in determining who wins an election. Yes, having plenty of cash on hand is necessary if you’re serious about winning. But there are other elements just as vital to winning as an overflowing campaign checking account. Ask Jon Ossoff. Last Tuesday, anyone interested in American […]

How a Good Poll Helps Political Candidates Win Elections

CASE STUDY: The role polling played in beating a city council incumbent

As a political consultant I always try to conduct a poll as I begin a campaign. A good poll can tell you which issues matter the most to the voters, which ones they don’t care about, and what subsets of voters are most convinced by specific messaging. A poll can make the difference between winning […]

Why Winning Candidates Must Have 100% Focus on Victory

It makes the biggest difference in almost every race.

There’s really only one thing that differentiates a winning political candidate from a losing office seeker. It’s so clear and obvious that many candidates miss it. Simply put, winning candidates focus on winning the election. Losing candidates don’t. Yes, it’s obvious that as a candidate for elected office your focus should be on winning. Yet […]


3 Ways Winning Candidates Can Go Negative on Campaigns

You may not want to hear this but there is a place in many political campaigns for going negative.  Why? Because at the end of the day negative campaigning works. Most people say they don’t like it and many candidates say they’ll never go negative. But if you’re serious about winning, then you must be […]