The Political Campaign Desk Reference: A Guide for campaign managers, professionals and candidates running for office by Michael McNamara

Author:Michael McNamara [McNamara, Michael]
Language: eng
Format: azw3
Publisher: Outskirts Press, Inc.
Published: 2012-05-28T16:00:00+00:00

Introduction of Candidate

The direct mail piece introducing the candidate is the first piece of literature that is mailed in the plan outlined above. The introduction defines the candidate and the message of the campaign. The introduction must be eye-catching, informative, and make the candidate appear exciting to the voter. An introduction uses qualities of the candidate that will appeal to the voters of a district. Also, the candidate’s logo should appear somewhere on the introduction piece. Almost all of the literature produced by a campaign will have the campaign logo.

The introductory piece is the chance for the campaign to appeal to the voters’ hearts, and it may be the first impression many voters have of the candidate. The introduction does not address issues with much detail. The direct mail pieces that focus on issues will be mailed later in the campaign. Voters should first identify with the candidate before they are presented with the candidate’s positions on issues.

In order to appeal to voters in an introductory piece, careful attention should be placed on the images used of the candidate. Family photos are generally excellent images to use as well as a professional head shot of the candidate in appropriate business attire. Other images that can be used include historical photos of the candidate in a past career (law enforcement, military, skilled labor etc.). Images that fit the message in some way and appeal to the voters of the district should be used.

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