Winning Edge

• 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.

Like a LEGO minifig, a powerful stump speech requires three key components:
  1. Head – Logical Appeals: Facts, statistics, and logical arguments
  2. Body – Emotional Appeals: Stories and vivid pictures to connect emotionally
  3. Legs – Call to Action: Two main points of action for the audience

Assemble these pieces in the order that best fits your style and audience:

•   Head First: Logic, emotion, action
•   Body First: Emotion, logic, action
•   Feet First: Action, emotion, logic
• The strength of this approach is its flexibility
• Ensure all three elements - logic, emotion, and action - are present
• Rearrange components based on your audience and specific message
• Use this LEGO minifig approach to build a compelling stump speech that connects with voters and impacts the campaign trail

For more tips on crafting effective stump speeches, 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 the 1980's a $640 toilet seat became a powerful symbol of government waste
• A single, well-chosen number can make your point and stick in people's minds
• Effective shocking statistics are:
  • Relatable
  • Have emotional impact
  • Unique and memorable
• Five questions to ask when crafting a compelling statistic:

1. What's the one thing you want your audience to remember?
2. Is there one number that shows this best?
3. Can flipping the number create more impact?
4. Can you make it a story, not just a statistic?
5. Would a normal person find this interesting?

• Combine relatability, emotional impact, uniqueness, and storytelling to craft a memorable number
• Test your statistic with regular people to ensure it resonates

For more tips on using shocking statistics effectively, 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.

Peggy Noonan wrote a memorable speech for President Reagan commemorating the 40th anniversary of D-Day by focusing on one main story

• She told the story of 225 Rangers scaling the cliffs of Pointe du Hoc, using vivid details and action to capture the moment
• The speech is remembered as one of Reagan's finest because of the unforgettable story in just two minutes

To create memorable stories for your speeches:

1.  Find great stories and capture them when they happen or when you hear about them. Create story buckets (e.g., bookmarks, folders, spreadsheets) to easily store stories for later use
2. Skip the backstory and jump straight to the action to pull the listener in
3. Use specific details, dialogue, or statistics to make the story come alive
4.  End with and insight or recap to sum up the main point

Bottom Line: Collect stories, use the best one in your next talk, and add specifics to create a persuasive story

For more tips on crafting compelling stories for your speeches, 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.

Since 2020, local news organizations have increasingly conducted interviews via Zoom. 

To improve your look on Zoom, focus on:
  1. Lighting
     - Use three-point lighting: two adjustable LED lights on either side of the camera and one background light
     - Fine-tune brightness with dimmable lights
  2. Camera
     - Position camera slightly above eye level (3-6 inches)
     - Use a laptop camera or pair a phone camera with a computer
  3. Sound
     - Use a dedicated microphone (e.g., Audio Technica AT2020) for crisp, clear audio
     - Wear in-ear headphones to prevent interference and hide cord with athletic tape
  4. Background
     - Choose a neat, mildly interesting, but not distracting background
     - Avoid windows behind you, keep them in front

Test your setup with a friend or staff member 10 minutes before the interview to adjust as needed

For more tips on mastering your Zoom interviews, 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.

• TV interviews come in two forms: in-studio and field interviews
• Ask if the interview is live or pre-recorded and how long it will be
• For in-studio interviews:
  • Wear solid colors, avoid noisy jewelry, and expect to be mic'd up
  • Determine your one main point and 4-5 talking points (20-30 seconds each)
  • Practice answers, watch other candidates' interviews, and stay focused on the conversation
  • Maintain eye contact, sit up straight, and sit on your jacket's back tail
• For field interviews:
  • Prepare answers to common questions and engage in small talk to build rapport
  • Assume you're always being recorded, avoid off-the-record comments
  • If interrupted, pause briefly and continue your answer without getting flustered
• Show that you're likable, relatable, and trustworthy
• Practice, choose your outfit wisely, and focus on connecting with your audience to nail your interview and win over voters

For more tips on mastering TV interviews, check out 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.

• Candidates will encounter two main types of radio interviews: Talk Radio and News Radio
• For Talk Radio interviews (5-8 minutes, live):
  • Plan: Know your audience, have one main point, prepare stories, and decide on the emotion to convey
  • Practice: Tell stories quickly and engagingly, and rehearse answers to potential questions
  • Personality: Compliment the host and amp up your personality by 10-15%
• For News Radio interviews (prerecorded):
  • Plan: Prepare short, soundbite-friendly answers and stories
  • Practice: Deliver crisp 30-60 second responses
  • Advanced Practice: Listen to the reporter's previous interviews and practice answering their questions
  • Personality: Match the show's tone and tenor
• Technical details: Find a quiet place, use a decent microphone or headset, and record your side of the interview
• Focus on having a plan, practicing, and showing your personality to ace your radio interview

For more tips on mastering radio interviews, 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.

• Answering unscripted questions is like using a microwave: you have to respond spontaneously in seconds
• To make a spontaneous answer great, use structure and time constraints
• Two tactics for concise and effective unscripted answers:
  • 2-Point Tactic
    • Listen closely to the question and pause to gather thoughts
    • Say, "That's a good question. It comes down to two things."
    • State your first point, then introduce the second point
    • Practice using a 60-second countdown timer
  • Principle Plus Story Tactic
    • State how you'll make decisions based on the question
    • Give a one to two-sentence answer about your guiding principle
    • Tell a story from your past that reinforces the principle
    • Practice using a 90-second countdown timer
• Use ChatGPT to generate practice questions and have someone read them to you
• With practice, you'll feel more comfortable creating spontaneous answers in 60 to 90 seconds

Check out the accompanying one-page PDF for more details. 

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.