Campaign Message: How to Be an Orange Running Against Apples
When you boil it down, elections are all about choices. Voters are choosing this candidate or that one. Some even argue that staying home and not voting is exercising choice, though I don’t find that argument (or tactic) particularly effective. In order to convince voters to choose you, your political communications have to show why you are the best choice. The best way to do that is to make your point with a contrastive campaign message.
It’s great to say, “I’m the best candidate! I’ve done all these great things and have all the experience!” but without putting that in context with respect to your opponents, it will more than likely fall on deaf ears. This kind of thing, particularly in a primary with multiple opponents, just feeds the “omnivore’s dilemma” of our electoral process: with so many candidates, how do we choose the best one? Do your voters a favor and tell them WHY in all of your political communications.