Winning Edge

The election is days away. The mail, TV, radio, and social media are set. So what can you and your supporters do to turn out voters?

Text your friends to go vote.

A 2024 Florida field test found that low-propensity conservative voters who received a text from someone they knew were 8.6 percentage points more likely to vote than a control group.

How to Do It:
1. Go through your contacts and ask volunteers to do the same:
“Hey [Name], just a reminder Election Day is Tuesday. I’m voting for [Candidate] for [office] and hope you are too.”

2. If they plan to vote, follow up:
“Great, when are you thinking? Morning, after work, or sometime else?”

3. On Election Day, send a final reminder before their planned voting time:
“Hey, just a reminder to vote today if you haven’t already.”

Most people can send 100 texts in 30-40 minutes. Have your volunteers grab their phone and text everyone they want to see vote.

Check out our one pager PDF

Winning Edge gives you the tools you need to lead and influence in the political and policy arenas. Every other week, Winning Edge releases short (approximately 5-minute) spots—or “snacks”—focused on one of four areas: fundraising, media, policy, or persuasion.

For more, visit our website: www.thecommonwealthpartners.com.

In the final month of a campaign, you get a lot of tough questions. But how do you prepare for questions when you don't know what you'll be asked?

Back in Winning Edge #24, we looked at answering tough questions. The key is to pick a structure and keep it short - 60-90 seconds. Here are three tactics for handling a question about gas prices:

Two Points

Best for a strong, confident answer.

• Listen, pause 3-4 seconds, then say: "Glad you brought this up. It comes down to two things."
• State first point (this gives you time to think of the second)
• "And the second important thing is..."
• Optional: wrap up with one sentence summarizing both

Example on gas prices: Point 1 - Price shocks because we're too dependent on foreign oil, need more energy produced here. Point 2 - PA's gas tax is $.58/gallon; cut it for immediate relief as the first bill introduced.

Story + Insight

Best when you want to show empathy.

• Pause 3-5 seconds
• "This reminds me of..." then tell a personal, relevant story
• Connect to your main point: "The reason I tell you this story is..."

Example on gas prices: Share a 2008 story about struggling to pay $4/gallon and calculating hours worked per tank. Connect to today's prices and the need to cut PA's gas tax.

Look Back, Look Down, Look Forward

Best for explaining history or a process.

• Look Back: "Back in..."
• Look Down: "Today..."
• Look Forward: "That's why I support..."

Example on gas prices: Walk through gas price history (2008, Ukraine war, Iran war), explain today's vulnerability, then commit to cutting the 58-cent gas tax as your first bill.

Important Note:
These tactics are for questions you know the answer to. Never make up an answer. If you don't know, say: "I'm not sure. Let me look into it and get back to you" - then actually follow up.

Bottom Line:
Practice the tactic a few times before using it live. Next time you get a tough question, just pick which tactic fits best.

For more tips on answering tough questions, refer to the accompanying one-page PDF.

Winning Edge gives you the tools you need to lead and influence in the political and policy arenas. Every other week, Winning Edge releases short (approximately 5-minute) spots—or “snacks”—focused on one of four areas: fundraising, media, policy, or persuasion.

For more, visit our website: www.thecommonwealthpartners.com.

Ever wished you could put voters from your district in a room for a focus group? You actually can - but not the way you might think.

Focus groups grew out of World War II-era "focused interviews" and became a staple tool because you can't talk to everyone. When you knock doors, you're doing something similar - hearing from voters one on one. The key is turning those hundreds of conversations into insights by watching for two things: Surprises and Phrase Patterns.

Surprises

Listen for when a voter says something unexpected - like feeling differently about an issue than their party would suggest.

Don't lead follow-ups with "why" (it feels defensive). Start with "what" or "when":

• "Interesting. What makes you say that?"
• "Huh. When did you start thinking that?"
• "What else have you noticed?"

If there's an important "why" behind their thinking, they'll usually tell you anyway.

Phrase Patterns

Notice when multiple voters use the same words. For example, on crime:

• "I used to never lock my car, but now if you don't, someone will rummage through it."

That word "rummage" creates a picture in a way "reduce crime" never will. Mirror it in your mail and ads:

• "Your car should be safe in your own driveway. You shouldn't have to worry about someone rummaging through it."

If three or four voters separately use the same phrase, they're not the only ones thinking it.

Daily Practice:
At the end of each day knocking doors, ask yourself:

• What surprised me today?
• What phrases did I hear more than once?

Write them down or record a quick voice memo. Over time, you'll build a picture of the district no focus group could give you.

Bottom Line:
Watch for surprises and follow them with a "what" or "when" question. Listen for phrases you hear more than once and write them down.

For more tips, refer to the accompanying one-page PDF.

Winning Edge gives you the tools you need to lead and influence in the political and policy arenas. Every other week, Winning Edge releases short (approximately 5-minute) spots—or “snacks”—focused on one of four areas: fundraising, media, policy, or persuasion.

For more, visit our website: www.thecommonwealthpartners.com.

One year after his inauguration, President Ronald Reagan spoke about the year's progress ahead. He told the joke about a father with two sons - a pessimist and an optimist. When the pessimist was put in a room full of toys, he cried, sure someone would take them away. When the optimist was put in a room full of manure, he happily dug through it saying, "There's a pony in there somewhere."

Reagan closed with, "There is a pony in here."

With the election less than 90 days away, it's easy to feel stuck in a room full of manure. Here are 6 Winning Edges to help you keep digging:

Got a tough interview?

• #24 - Answering Tough Questions
• #25 - Mastering Unscripted Answers
• #27 - Mastering Your TV Interview

Thinking about your messaging for the fall?

• #36 - Help Undecided Voters Not Be Wrong
• #34 - Voice of the Voter
• #62 - Let Voters Change Their Mind

Fundraising?

• #73 - 90-Second Phone Pitch
• #66 - Create a Fundraising System Not a Goal
• #46 - 10 Call Rule

Bottom Line:
Keep digging through the final push. There's got to be a state house seat here somewhere.

Click here for a helpful PDF of this episode. 

Winning Edge gives you the tools you need to lead and influence in the political and policy arenas. Every other week, Winning Edge releases short (approximately 5-minute) spots—or “snacks”—focused on one of four areas: fundraising, media, policy, or persuasion.

For more, visit our website: www.thecommonwealthpartners.com.

Short campaign videos fail for the same reason most first dates do - one person talks about themselves and never thinks about it from the other person's perspective. To avoid this, think like a voter. If you scrolled a candidate's social media, what do you actually want to know? Most answers fall into three buckets: Who are you? Why are you running? What will you do? Another way to think about it: Look Back, Look Down, and Look Forward.

Video 1: Look Back - Who You Are (90 seconds)

• Don't make it a resume video ("married 17 years, three kids, went to state university...")
• Tell a story that opens the video and ties back at the end
• Add dialogue to make it come alive
• Example: Growing up in town, first job at Johnson's Diner, Ms. Carol's lesson about making it the best meal
• Connect that lesson to your current work and life
• Bonus: Use tip 2 from Winning Edge #79 - move while you talk and film in relevant locations

Video 2: Look Down - Why You're Running (90 seconds)

• Not your full stump speech - keep under two minutes
• Think about the moment you decided to run
• Start with a 30-second story about that decision
• Include one surprising statistic that lands with voters in your district
• Lean into emotion first, let the number confirm what people already feel
• Save your agenda for the next video
• See Winning Edge #31 and #42 for more insights

Video 3: Look Forward - What You Will Do (60 seconds)

• Show you have a plan and can explain it in plain English
• Not a policy wonk fest - keep it simple
• Premise: two bills you'll introduce when elected
• First bill: issue with broad appeal (with a short story)
• Second bill: issue you're passionate about (with story or statistic)
• Close: "Two bills. I'm not going to fix everything, but I'll tell you exactly where I'm going to start."

Bonus Tip:
If you struggle to remember what to say on camera, watch this video on using a simple teleprompter app while still looking natural and off-the-cuff.

Bottom Line:
When it comes to short social media videos, think about what a voter wants to know and make three videos to answer: Who You Are? Why Are You Running? What You Will Do?

For more tips on creating effective campaign videos, refer to the accompanying one-page PDF.

Winning Edge gives you the tools you need to lead and influence in the political and policy arenas. Every other week, Winning Edge releases short (approximately 5-minute) spots—or “snacks”—focused on one of four areas: fundraising, media, policy, or persuasion.

For more, visit our website: www.thecommonwealthpartners.com.

If you've been doing the video challenge from the last Winning Edge, you've probably watched yourself and felt stiffer and less animated than your normal self. Chris Goor, a YouTuber who spent his career filming thousands of interviews, events, and even a royal wedding for the BBC, has three simple tips to dramatically improve your videos - all while still using just your phone.

Three Tips to Improve Your Videos:

1. One Idea Per Video

• Don't overcomplicate with long videos
• Boil topic down to a single idea
• Goor calls short-form videos "bubble gum for the eyes"
• If struggling, break into short sentences, record each a few times, pick the best
• Rule: one idea in one minute or less
• Example: https://youtube.com/shorts/flHZ6S0gZ8g?si=I-zNMBm90HJYN1Tq

2. Move While You Talk

• If you look stiff, walk or move in your video
• Makes it more visually interesting to watch
• With a microphone, start talking as you enter the frame
• Walk up to the camera while talking
• Hold something (like a coffee cup) so it feels less formal than a campaign commercial
• Examples:
  • https://www.youtube.com/watch?v=zmAf4pRIufM
  • https://www.youtube.com/watch?v=Gz5B8NVy378

3. Make Sure You Sound Great

• Improving sound quality dramatically improves overall video quality
• People will watch great sound with okay video over perfect video with bad sound
• Get a simple mic that connects to your phone and attaches to your shirt
• Recommendation: DJI Mic Mini (less than $90, easy to use even at noisy events)
• Example: https://www.youtube.com/watch?v=JsEvCvW4Fto

Bottom Line:
Don't overcomplicate your videos. Keep it to one idea, move while you speak, and add a decent mic.

For more tips on improving your video content, refer to the accompanying one-page PDF.

Winning Edge gives you the tools you need to lead and influence in the political and policy arenas. Every other week, Winning Edge releases short (approximately 5-minute) spots—or “snacks”—focused on one of four areas: fundraising, media, policy, or persuasion.

For more, visit our website: www.thecommonwealthpartners.com.

In October 1968, Richard Nixon walked into a television studio to film ads. He sat stiffly on the edge of a desk, looked at the camera, and started to talk. One aide muttered, "I wish he'd use the teleprompter," to which another replied, "People think he's reading anyway." While Nixon never mastered the teleprompter, he did get good at recording ads without a script, taking multiple takes to find the right flow and words. This was all part of the "New Nixon" strategy - gone was the candidate of those bad 1960 TV performances. He embraced TV, hired ad agencies, and learned to talk to the camera. It wasn't easy, but his style of speaking directly to the American people worked. On election night 1968, Nixon won the presidency.

The reality is that even politicians like Nixon had to work to get good on camera. For most people, talking to the camera is hard - you hate the sound of your voice, notice every little imperfection, and think it's never going to work. But getting comfortable talking to the camera is just a skill, and like any skill, you can get better with practice.

The 2-Week Camera Challenge:

• Film yourself talking 1-2 minutes daily for 14 days
• Use your iPhone - don't worry about perfect setup
• Talk about something that happened that day
• Won't post videos, so don't overthink

Four Things to Focus On:

1. Rest Your Eyes on the Lens

• Don't stare at it
• Softens the whole feel of eyes and facial expressions

2. Talk to One Person

• Picture a single person you're talking to
• Talk like a friend over coffee or a beer
• Gets you out of "presenting" mode

3. Up Your Energy 10%

• Camera pulls energy out of us
• What feels normal in-person comes across flat online
• Extra energy makes videos feel more like in-person you

4. Pick One Thing

• After each video, choose one thing you liked and one to improve
• Don't pick multiple things - just one fix per video

Bottom Line:
Getting comfortable talking to the camera is a skill you can improve. Take the 2-Week Camera Challenge and you'll be amazed at how much more comfortable you feel.

Source: Joe McGinniss, The Selling of the President 1968 (Trident Press, 1969), p. 13.

For more tips on improving your on-camera presence, refer to the accompanying one-page PDF.

Winning Edge gives you the tools you need to lead and influence in the political and policy arenas. Every other week, Winning Edge releases short (approximately 5-minute) spots—or “snacks”—focused on one of four areas: fundraising, media, policy, or persuasion.

For more, visit our website: www.thecommonwealthpartners.com.

The Margaret Thatcher Story:

• Late 1970s: Thatcher knew the election would be decided by television
• Knew she wasn't good at TV
• Hired media advisor Gordon Reece, former TV producer
• Reece relentlessly filmed her, reviewed footage together
• Worked on appearance, body language, and voice (from breathy/nervous to lower/commanding)
• Conducted private polls after appearances to adjust approach
• Eventually got comfortable on camera and won election as Prime Minister

The Lesson:

• Thatcher wasn't a natural
• She improved one little thing at a time
• No silver bullet for getting better on camera or stage
• Small things you can practice and improve

This Week's Skill - The Hand Trick (from YouTuber Vinh Giang):

The Rule:

• Your right hand = the past
• Your left hand = the future

Why It Works:

• Feels off when you try it
• From audience's perspective: past on their left, future on their right
• We read left to right and watch videos with left-to-right progress bars
• Feels correct to the audience

Advanced Version:

• Stand on right side when talking about past
• Take a few steps left when talking about future
• Signifies moving forward in time

Bottom Line: Your right hand is the past, your left hand is the future. Get better at presenting by improving one small tactic at a time.

Source: Video of TV Interview for BBC Campaign '79: https://www.margaretthatcher.org/document/133935 (check out 2:05 for some of the craziest 1970's sideburns you've ever seen)

For more tips on improving your speaking skills, refer to the accompanying one-page PDF.

Winning Edge gives you the tools you need to lead and influence in the political and policy arenas. Every other week, Winning Edge releases short (approximately 5-minute) spots—or “snacks”—focused on one of four areas: fundraising, media, policy, or persuasion.

For more, visit our website: www.thecommonwealthpartners.com.

The Historical Story:

• Spring 1962: General David Shoup at White House meeting about potential Cuba invasion
• Used two transparencies to make his point about invasion difficulty
• First transparency: Cuba map overlaid on USA - stretched from DC past Chicago (over 800 miles)
• Second transparency: Dot representing tiny Tarawa island
• Tarawa: 2 square miles, took 18,000 Marines three days to conquer in WWII
• Shoup had commanded Marines at Tarawa, earned Medal of Honor
• Two visuals transformed Cuba invasion from practical idea to sobering reality

The Cuba Map Strategy - Three Parts:

1. Anchor

• Start with something familiar (map of United States)
• Audience reaction: "Huh? What's the point?"

2. Reframe

• Lay down something that changes perspective (Cuba map)
• Audience reaction: "Whoa, didn't realize that"

3. Reveal

• Drive home the main point (Tarawa dot)
• Audience reaction: "Oh no. That's not good"

How to Build Your Own Cuba Map Strategy: Work backwards:

1. Start with your reveal - what's the emotional punch?
2. Work back to the reframe - what reframes the discussion?
3. Find your anchor - what familiar starting point sets it up?

Example: A Trillion Dollars:

1. Anchor: "This dime represents a million dollars"
2. Reframe: "The difference between this dime and a hundred dollar bill is the difference between a million and a billion"
3. Reveal: "The difference between this dime and a hundred thousand dollars is the difference between a million and a trillion"

Bottom Line: The Cuba Map Strategy usually takes several attempts to perfect, but the three-part structure (anchor, reframe, reveal) creates powerful visual persuasion that audiences both see and feel.

For more tips on visual persuasion techniques, refer to the accompanying one-page PDF.

Winning Edge gives you the tools you need to lead and influence in the political and policy arenas. Every other week, Winning Edge releases short (approximately 5-minute) spots—or “snacks”—focused on one of four areas: fundraising, media, policy, or persuasion.

For more, visit our website: www.thecommonwealthpartners.com.

The 1960 Attack:

• Democrats ran ad: "Would you buy a used car from this man?" with Nixon's picture
• Purpose: attack with Fear, Uncertainty, and Doubt (FUD)

1960: Fighting Emotion with Facts (Failed)

• Nixon focused on substance and policy
• Refused makeup before first televised debate, looked sweaty and uncomfortable
• Treated TV like radio with pictures
• Kennedy won close election
• Nixon later lost California governor race and declared "last press conference"

1968: Out-FUD the FUD (Success)

• Nixon hired Madison Avenue ad men, became "New Nixon"
• Focused on his strengths: off-the-cuff Q&A and town halls
• Leaned into emotion: Vietnam, crime, and order over chaos
• Key slogan: "This time vote like your whole world depended on it"
• Accepted voter fear, gave them something to do
• Made old attacks seem trivial with higher stakes

How to Fight Back Against FUD:

Hold the Line:

• Prebunk it: Get ahead of attacks before they land
  • Example: "You'll hear wild claims from outside groups with out-of-state donors. Here's the truth…"
• Dismiss and reframe: Call it what it is (fear campaign), pivot to your message

Move the Line:

• Change what election is about: Make it bigger than the fear
• Replace fear with bigger emotion: Hope, pride, or urgency
• Find memorable line and repeat: Like Nixon's "vote like your whole world depended on it" 
• (See Winning Edge #60 on memorable lines.)

Bottom Line: FUD is emotional. Hold the Line by getting ahead of attacks and naming them. Move the Line by giving voters a bigger emotion than the fear your opponent is selling.

For more tips on countering FUD attacks, refer to the accompanying one-page PDF.

Winning Edge gives you the tools you need to lead and influence in the political and policy arenas. Every other week, Winning Edge releases short (approximately 5-minute) spots—or “snacks”—focused on one of four areas: fundraising, media, policy, or persuasion.

For more, visit our website: www.thecommonwealthpartners.com.