Part 6 of our series for Canada’s federal candidates.
Do you want a guarantee of how to lose an election? It is so terribly easy. It is to fail to communicate frequently and enthusiastically with supporters. We are talking here about your party members in your riding, the people you already know are going to vote for you and those all-important financial supporters. Luckily, most of these people can give you an e-mail address and only a small number will require the use of postage stamps. And in this pre-writ period, your team should be adding names to the e-mail list (in an urban riding) at a rate of over 1000 per month.
It is amazing that some candidates who recognize the importance of FaceBook and Twitter-related communications fail to see the need for more substantive back-up. At this point in the campaign, you want to send something more substantive to your supporters at least every ten days. You will want to step that up to every three or four days once the writ comes down.
The key to these lengthier communications is to communicate the message but not to bore. If it is a situation where you need 300 words to explain something do it. And when you can keep it to less than 200 words, go for it. And use lots of sub-titles and headings to break things up. You never want people to put it aside to read later.
And what do you tell them—just about everything. Information about party policies as they relate to the riding is always good stuff. Riding events with the candidate are very important. Promotion of canvassing work shops for your workers and tips for canvassers are always good. Encouraging suggestions for high-traffic sign locations is helpful. Lining up office work teams can be useful. Blitzes with the candidate can be fun. There is really no end to possibilities.
And try to remember with these local party people that they are not just the preserve of the central party offices for donations. You should squeeze a few nickels there while you are communicating anyway. Charity and political donations should start at home.
A very serious error that has been noted in an around some of the urban ridings we visit is the lack of action at the doors. You will never get better weather in Canada for canvassing than July and August. Get to work.
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Copyright 2015 © Peter Lowry
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