Of all the things that voters may want to know about a candidate, and all the things that a candidate may have to offer the voters, there’s really only three core items that win many of them over to your side. Do you know what they are?
What I’m going to share with you here is going to sound extremely simple. That’s because it is.
Unfortunately, due to the complexity and the multiple components of an active political campaign, many candidates lose sight of the simple things that are often the key to victory.
That’s why if you’re serious about winning your race, then you must always remember to communicate these three things that the voters want to know about you.
1. Voters Want to Know a Candidate Listens
One of the worst feelings in the world is when you’re talking and realize the other person isn’t listening. If you hate it when it happens to you, how do you think the voters feel when a candidate does it to them?
Running for office is like going into a job interview. Except when you’re running for officer you’re actually going to multiple interviews with numerous people who will be your collective boss.
When going into an interview for a job we’d never consider taking a phone call, responding to a text, or checking Facebook while we’re sitting across from our perspective employer and fielding their questions.
Don’t do that when you’re talking to a voter either. Treat them with the same respect you’d treat the person who’s interviewing you for a job – because that’s exactly what the voters are doing when you talk to them.
Be present in your conversations with the voters. Look them in the eye. Listen to what they have to say. Be fully engaged. Ask questions where it’s appropriate.
Don’t tune them out by figuring out what you’re going to say in response. Legitimately listen to them.
Too many voters believe candidates and elected officials don’t listen to them. It’s one of the reasons so many have lost faith in our institutions.
Show the voters you’re different. Be present and listen.
2. Voters Want to Know a Candidate Understands Their Concerns
If you’ve listened to the voters you’ve talked to you should be able to understand their concerns. That’s one of the great benefits to listening.
But what you do next is vital.
You need to demonstrate that you understand their concerns. The voters want to know you can identify with their frustrations, their fears, and their worries.
The voters want to know that you understand what’s on their minds and bothering them. If all you do is hear what they’ve said and blow them off, it didn’t matter if you were listening. You need to take it a step further.
You need to articulate your understanding of their concerns. State how it concerns you too. Share information on the topic you’ve heard from other voters.
If it’s a major issue that keeps popping up, develop a plan to deal with it and make it part of your campaign. That definitely signals to the voters that you understand what’s going on in the community.
If it’s a topic you’re not well versed in but concerns you now that you’ve heard it, ask the voter for more information.
Even better, ask them if they have any ideas on how to resolve the problem that’s troubling them. If it’s a good and reasonable plan, tell them that’s something you would like to see done after you’re elected.
Nothing shows the voters that you understand their concerns more than developing a plan to get it taken care of if you win. It also gives them a powerful incentive to cast their ballots for you.
3. Voters Want to Know a Candidate Can Get Results
Believe it or not, results matter. Yes, even in politics. Governing isn’t about obstructionism. It’s about results.
If an elected official isn’t getting things done, there’s a good chance that a well prepared challenger will beat them in the next election.
The voters wants and expect action. That’s what you need to be prepared to show them. That you can take action and get things done.
You’ve listened to the voters and shown you understand their concerns by coming up with a plan of action to fix the problem or problems facing the community. The voters now need to know you can get done the things you say you want to do.
We’re all quite familiar with politicians who will say anything to get elected. They will promise the moon and more to get into office. The voters know it and are tired of it. It’s affecting our country and it needs to change.
That change starts with you. You need to do the things you say you’re going to do on your campaign once you’re in office.
And you need to convey to the voters that you are a person who can get things done.
But how do you do this?
Your campaign needs to share your qualifications with the voters. You need to share the accomplishments and successes you’ve had in your life, whether in office or in the private sector.
This is more than stating your resume. It’s showing that you achieved results in a professional, personal, public, or volunteer capacity.
But be careful. You could fall into a dangerous trap here. You could wind up talking too much about yourself.
You can’t let this aspect of campaigning appear to be bragging that makes you come off full of yourself or with a big head. Candidates like that can easily turn off voters.
The easiest way to prevent that from happening is with third party credibility.
Don’t be the one talking about your accomplishments and your ability to get results. Have people who know you and are supporting your campaign talk about you and your successes.
They should be the ones saying you will do a great job in office because you did a great job at something else they’re personally familiar with.
These people don’t need to be elected officials or public figures. They can be, but it’s not necessary.
Non public individuals who know you and can vouch for your character and your results are good messengers too. In some instances they might be the better than a big name endorser that may have their own political baggage.
Regardless of who you use for third party credibility in your campaign, be sure they’re on message and clearly conveying to the voters that you’re the candidate that can get results if you’re elected.
Wrap Up
As you go out there and meet with the voters remember these three things that they want to know about you as a candidate.
Be present and listen to their concerns. Show that you understand those concerns. Let them know in the appropriate way that you’re the candidate who can make things better.
If you keep these three thing on the top of your mind, they’ll help you go a long way in winning voters to your side so that you will be victorious on Election Night.