Five Basics Every Free-Market Candidate Should Know About Political Campaigning

December 12, 2000 (Reposted by request)

1) Most people don’t care or think much about politics.
That’s why they vote reflexively – Republican or Democrat. At the same time most voters distrust and resent politicians. Your message must first appeal emotionally to their self interest and their outrage about “politics as usual.” Second it must be rationally supported. And third, it must position you as a different kind of candidate. It is critical that you stand out from the political crowd.

2) Nine times out of ten your main message will be on taxes and spending -- and their impact on jobs.
Illinois is one of the most politically corrupt state in the U.S. Illinois government at every level is inefficient and ineffective. Your advertising must present the problem (out of control politicians and government spending) and detail the solution (stopping new taxes and reducing/eliminating old ones). Job growth follows economic growth that follows controlled government spending and lower taxes.

3) Any candidate serious about winning votes must have three things:
Palm piece – you message distilled down to its simplest. Website – to provide in-depth information to interested voters, donors, volunteers and media. Yard signs – powerful, personal endorsements that help you building awareness and credibility and attract new supporters.

4) Despite the complaints and what everybody says, negative advertising does work…
… as long as it is based on fact. You need to give voters not just a reason to vote for you but a reason to vote against your opponent(s). You advertising message needs to get a reaction . It needs to irritate opposition candidates enough so they take a swat at you. You are not a certified threat to the opposition until they attack you, which only adds legitimacy to your candidacy. If they manage to ignore you, you’re the loser.

5) Advertising alone can’t win elections.
All politics is local – and personal – which means as a candidate you need to be available – to the media, to interested community groups and to volunteers willing to go door-to-door and distribute campaign materials for you.

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SHAMELESS PROMOTION

Mosquito Communications/Advocacy is a team of advertising and marketing veterans who come together on an ad hoc basis to help free-market political candidates and not-for-profit organizations promote free-market solutions in the Chicago area.

Grassroots politics is BIG stuff for us.

We’re not your typical political consultants. First, we’re free market independents. We’ve gone door to door collecting signatures on ballot-access petitions. We’ve handed out campaign information at train stations and street corners. We’ve hosted campaign booths at village fairs. We know what goes into a campaign – and the role their advertising can realistically play.

The large may eat the small,
but the fast will definitely eat the slow.

Mosquito isn’t big. But we’re light on our feet. That means we can be more responsive as your campaign unfolds. We don’t depend on four-color brochures and big budget TV spots. We are a lean marketing operation that strikes fast and sticks to the basics with sharp messages that draw blood.

Freedom isn’t free. Nor, unfortunately,
are the services of Mosquito.

We would like to help every free-market candidate running for office in Illinois because they deserve our – and your – support. Unfortunately, available time and resources don’t permit that.

However, our fees are a fraction of what you’d pay a conventional advertising agency or political consultancy with high overhead.
Mosquito can help you develop a creative strategy and strategic creative for a powerful single-minded message that resonates with voters. Our services include campaign graphic design, candidate literature, web sites and print and broadcast advertising.

For more information about Mosquito Communications, email Dave at dave.mosquitocomm.com.

For a sample, click on EQ4SR at www.mosquitocomm.com