• Franklin's "Join, or Die" snake cartoon became America's first political cartoon
  • Simple image of snake cut into parts representing colonies
  • Became 18th-century version of viral meme
• Franklin's visual persuasion principles:
  1. Keep it Simple
     • Create visuals understood in under 5 seconds
     • Avoid complex charts or detailed graphs
  2. Use What's There
     • Look for powerful visuals in your environment
     • Reference existing landmarks or common sights
  3. Connect to Shared Experience
     • Use visuals audience has already seen
     • Tap into common understanding

Tips for Implementation:

• All three principles must work together
• Test visuals with trusted advisors first
• Think through audience's perspective
• Focus on clarity through simplicity

Bottom Line:

• Right visual can transform abstract ideas into memorable messages
• Simple visuals can move people to action

For more tips on using visual persuasion effectively, 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 Scrooge Story Strategy

• Dickens' insight: People are moved by stories, not statistics
• A Christmas Carol changed public opinion and led to real policy changes

The Scrooge Story Strategy - Three-Part Framework:

1. Look Back
   • Show where we've been
   • Create nostalgia and hope
   • Demonstrate change is possible
2. Look Down
   • Highlight current challenges
   • Create a sense of urgency
   • Show what's being lost
3. Look Forward
   • Paint a picture of what's possible
   • Illustrate what's at stake
   • Show a path to a better future

Action Steps for Storytelling:

• Identify the emotional core of your issue
• Collect powerful stories from your district
• Create a compelling vision specific to your community
• Practice telling stories in under two minutes
• Focus on real experiences that resonate

Bottom Line:

• The goal is to show people how to be part of something better
• Start with stories to change minds
• Show reflection, reconsideration, and a path to better future

Refer to the accompanying one-page PDF for more tips on using storytelling to persuade.

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 election is over and here's what to do next. 

For Candidates Who Didn't Win:

1. Keep the Network
   • Maintain connections with supporters and donors
   • Send handwritten thank-you notes
2. Give Yourself Time
   • Process the results
   • Appreciate skills gained and lessons learned
3. Conduct a Post-mortem
   • Document what worked and what didn't
   • Record details while fresh
4. Take the Longview
   • View this as one chapter in your story
   • Use experience as a launchpad for your next chapter

For Candidates Who Won:

1. Thank Your Supporters
   • Write thank-you notes to key supporters, donors, and spouse
2. Protect Your Time
   • Be selective with new requests
   • Manage priorities carefully
3. Find a Mentor
   • Seek guidance from experienced officials
   • Build valuable alliances
4. Have an Agenda
   • Focus on two priorities:
     • One campaign promise
     • One bipartisan issue
5. Become an Expert
   • Choose a relevant issue
   • Build expertise through focused study

Bottom Line:

• Post-election is the beginning of your next chapter
• Actions in coming weeks set the stage for future success

For more tips on post-election strategies, 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.

• Scott Sagan's quote: "Things that have never happened before happen all the time"
• Amanda Ripley's Survival Arc:
  1. Denial
  2. Deliberation
  3. Decisive Action
• OODA Loop for rapid decision-making:
  1. Observe the situation
  2. Orient yourself to think about changes
  3. Decide on a course of action
  4. Act on your decision
• Strategies for unexpected campaign situations:
  • Tough Question: Use two points or story plus insight technique (See Winning Edge #25).
  • Misspeak: Pause, collect thoughts, immediately correct (See Winning Edge #9).
  • Media criticism: Use 3 Rs - Regret, Reason, Remedy (See Winning Edge #24).
  • Challenging voter conversation: Use "feel, felt, found" framework (See Winning Edge #37).

Key takeaways:

• Act quickly and decisively in uncertainty
• Implement the OODA loop to navigate unexpected situations
• Be prepared to refine decisions as new information comes in

For more tips on handling unexpected situations in your campaign, refer to the accompanying one-page PDF and previous Winning Edge episodes.

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 Feel, Felt, Found technique is a classic sales approach for connecting with people
• It involves three steps:
  1. Feel: Acknowledge someone's concern
  2. Felt: Explain that you and others have felt the same
  3. Found: Share how to solve or fix the issue
• Example on rising crime:
  • Feel: Understand their concern about safety
  • Felt: Many families share the same frustration
  • Found: Propose solutions like locking up repeat offenders and enforcing all laws
• Example on inflation:
  • Feel: Acknowledge rising costs of groceries and bills
  • Felt: Empathize with voters' struggles
  • Found: Propose state-level solutions like expanding energy production
• Benefits of the technique:
  • Shows empathy
  • Provides social proof
  • Reframes conversation from concerns to solutions
• The technique can be used even when you don't have a direct solution to show understanding and agreement

For more tips on using the Feel, Felt, Found technique in your campaign, please take a look at the one-page PDF included here.

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.

• Eisenhower's 1952 "I will go to Korea" speech provides a template for addressing undecided voters
• Key elements of Eisenhower's approach:
  1. Respect and honor past sacrifices
  2. Show what's changed and offer a plan
  3. Provide a path forward free from blame
• Undecided voters want to feel they're making the "right" decision
• Strategy to help undecided voters feel confident in their choice:
  1. Respect the Thinking: Acknowledge the appeal of your opponent in the past
  2. Highlight What's Changed: Express disappointment in how they've governed
  3. Show How to be Right Again: Position yourself as the right choice moving forward
• Example message for independent voters:
  • Acknowledge opponent's past promises
  • Highlight how they've failed to live up to those promises
  • Present yourself as the solution focused on local needs
• Bottom line: Validate voters' past decisions while presenting a compelling case for change

For more tips on persuading undecided voters in the final days of your campaign, 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.

• Close elections happen frequently, with some decided by just 1 or 2 votes
• Door-to-door campaigning is a secret weapon for reaching undecided voters
• Personal follow-up with a handwritten postcard can leave a lasting impression

Postcard Strategy:

1. Order postcards with campaign logo/picture on one side
2. Write three lines:
   • Friendly reminder
   • Personal connection or issue focus
   • Clear ask for their vote

Postcard Templates:

1. Personal Connection
2. Issue-Focused Connection
3. Generic Connection

Implementation:

• Focus on undecided voters (5-8 cards per door-to-door session)
• Set up a writing station for efficiency
• Write cards soon after conversations
• Mail postcards 10-14 days before the election

Benefits:

• Takes only 90 seconds to write
• Gives voters a clear reason to support you
• Can make the difference in close races

For more tips on effective personal follow-up strategies, 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.

• Importance of listening to voters' actual words:
  • Voters often use specific phrases to describe election issues
  • These phrases can be powerful for campaign messaging
• Examples:
  1. "Figure out the election" - used by non-voters to explain why they didn't vote
  2. "Shady" - used to describe a casino developer, which became a central campaign theme
• "Voice of the Voter" concept:
  • Similar to "voice of the customer" in marketing
  • Focuses on using voters' exact words in campaign messaging
• Benefits of using voters' language:
  • Shows understanding of their concerns
  • Creates instant connection
  • Makes solutions feel more authentic and relatable
  • Increases trust and support
• Action Plan:
  1. Listen closely to voters during door-to-door conversations
  2. Note regional phrases and words used to describe key issues
  3. When you hear a phrase 3-4 times, write it down
  4. Incorporate these phrases into campaign materials and messaging

For more tips on effectively using the "Voice of the Voter" in your campaign, refer to the accompanying 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.

Creating memorable introductions and discussing issues:

• Allan Dib's formula for introductions: Problem + Solution + Story
• Example for an electrician: "You know how [Problem: there's that one light that doesn't work]? Well, [Solution: I'm an electrician who fixes lights]. In fact, [Story: I just replaced 8 fixtures for a customer]."
• This framework also works for campaign issues:
• Inflation example
  • Problem: Rising grocery costs
  • Story: Family only eating out for kids' birthdays
  • Solution: Your policy proposal
• Small Business example:
  • Story: Family cutting back on eating out
  • Problem: Local restaurants and servers affected
  • Solution: Your policy proposal
• Tips for using this method:
  • Listen for relatable stories when going door-to-door
  • Record voice memos retelling stories with added details
  • Collect anecdotes to make policies more relatable
• The formula works because stories stick and specifics sell, making abstract issues personal

Source: Dib, Allan. The 1-Page Marketing Plan: Get New Customers, Make More Money, And Stand Out From The Crowd (p. 54). Successwise. Kindle Edition

For more tips on creating memorable introductions and discussing issues effectively, 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.

• When going door-to-door, think of building trust as climbing three steps:

1. Are You Normal?
   • Quickly establish common ground and relatability
   • Prepare a brief introduction showing you're part of the community
2. Can You Do the Job?
   • Ask an open-ended question to engage voters, such as:
     • "If you had the power to change one thing in our state, what would it be?"
     • "Imagine you're governor for a day - what's the first thing you'd change?"
   • Listen to their response and be prepared to discuss issues thoughtfully
   • Have your own answer ready to showcase your plan and principles
3. Will You Help Me If I Need You?
   • Follow up on previous concerns
   • Explain how you're working to improve issues they care about
   • Share stories of how you've helped constituents in the past

• Practice your responses to ensure they feel natural and sincere
• Use this three-step approach to turn brief doorstep encounters into lasting voter support

For more tips on effective door-to-door campaigning 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.