WHAT I LEARNED FROM THE 2004 ELECTION
Carol Hess, chess@politicalresources.com
http://PoliticalResources.com
 

It is time to go back to the basics. The 2004 election provides some lessons for future candidates, from the local to the national level.

Lesson #1 – Why are you running? You should be able to state your purpose in one simple sentence. Lesson #2 – What do you want to do? You must have a message and a theme that binds the campaign together.

Lesson #3 – Your message must be positive, optimistic and stated in simple terms. While you want to accentuate your positives and your opponents negatives, you can’t win on negativity alone. What are you going to do for your constituents should be your prime concern.

Lesson #4 – If you have bad news about yourself, keep it quiet. If the news involves personal morals, reconsider running. Given enough time and interest, your dirty linen will be exposed. If you are questioned about some issue in the past, respond truthfully and quickly. Don’t let the issue fester.

Lesson #5 – Repetition is good. Repeat your message over and over again. Of course, the higher the level of office, the bigger the echo chamber you need to broadcast your vision and your opponent’s shortcomings. Whatever you say, remember KISS – “Keep It Simple Stupid.”

Lesson #6 – You must have empathy and identify with voters. You may be brilliant, but if you can’t mingle with the common folk, you can’t win. We had 2 elitists running for President in the 2004 election - one wore jeans and worked on his ranch, the other went wind-surfing and skiing - it was a startling contrast.

Lesson #7 – You, as candidate, must create your own image. Do not let your opponent create your image. If people can’t describe who you are early in your campaign, your opponent will quickly fill that void. The flip-flop image, created by the Bush Team, put John Kerry on the defensive throughout his campaign. The Senator was never able to reverse that image. President Bush was packaged as the man who would keep your safe and secure. Kerry could not get the public to focus on the President’s negatives.
Lesson # 8 – Repetition is good Repeat your message. Stick to your message. KISS.

Lesson # 9 – Stick to your message, no matter what happens. If you are in a debate, don’t get off your message. Most people will not hear you in person and you get to choose what gets quoted in the post debate spin. Senator Kerry may have won the articulate battle of the Presidential debates, but the President won the “keep on message” contest.

Lesson # 10– You need many different venues to disseminate your message. From radio, to TV, cable, Internet, newspapers, direct mail, to talking heads, commentators, local organizations and more. The “Swift Boat Veterans for Truth” (SBVT) versus “The Jersey Girls” is a wonderful example. Who can recall the five “9/11” women who supported Kerry? Mention “Swift Boat Veterans” and you can get an immediate recognition and response. SBVT had a small budget with an enormous echo chamber.
Lesson # 11 - You must control your organization from the top. Control of the message and the messenger should be centralized. Too many messages and too many messengers confuse the voters and diffuse your effectiveness. The Democratic Party has a more difficult time controlling its affiliates because it has a more diverse mix. The result is a less effective impact.
Lesson # 12 - You should be careful of the Press. Journalists are not your friends; they want a good story. Tell journalists only items you want printed. After the Primary, keep your negative comments to yourself. .

Lesson #13 – You should integrate the Internet totally into your campaign. It is an excellent tool for grassroots development. The Howard Dean campaign was an eye-opener.

Lesson #14 - When all is said and done, most people will not “jump ship” unless there is a compelling reason to do so. Better the devil you know, than the devil you don’t know.

Best wishes in your campaign. For additional help in your campaign, check out the Political Resources Directory of Products & Services. http://www.PoliticalResources.com

Carol Hess was a Political Consultant and Campaign Manager in the l970’s and 1980’s.