Down–Ballot Winner

The Definitive Guide to Local Campaigning

 

Down-Ballot Winner: The Definitive Guide to Local Campaigning will be published in spring -2019. For notification of when it is available, email info@localcandidatecoach.com.

 

For a preview of Down-Ballot Winner, click on the links below here for a glimpse of what you will learn:

​

• The Decision – What to consider before deciding whether to run

• The Preparation – What to do before the active campaign

• The Campaign – What a first-class one requires

• The Election and Beyond – What to do in the final stretch and afterward

 

Also available for previewing is a free PDF which includes the book’s introduction, table of

contents, and chapter entitled, “Attracting Endorsements.” Together they offer a good sense

of what to expect in the upcoming book, Down-Ballot Winner: The Definitive Guide to Local

Campaigning.

 

INTRODUCTION

Thank you for thinking about purchasing Down-Ballot Winner: The Definitive Guide to Local Campaigning. By doing so, you join a select group willing to take a serious look at what it takes to run for local public office. Most people never think of running for public office, let alone do it. Just contemplating it makes you exceptional, and I congratulate you for your desire to learn more.

 

THE COST OF CAMPAIGNING

Every action taken by a campaign comes at a cost, so smart campaigns avoid spending time and money unless the expense supports the goal: To win at least 50.01 percent of the vote, assuming a two-person race. Therefore the book’s constant focus is on what actions benefit you, the candidate, on Election Day.

 

THINK LIKE A STARTUP

Down-Ballot Winner's message is to view your campaign as a startup business, one with a short time horizon. Essential is an appealing message that mobilizes a majority to vote for you. Crucial also is a campaign plan, similar to a business plan, which keeps you and your campaign on track from start to finish. With it tactical decisions about actions and expenses, especially those made under pressure, come easier because the plan supports them.

 

THE BIG THREE

As you read Down-Ballot Winner, think of how to apply what you learn to best advantage. Successful campaigns address these three objectives: To craft a winning message; to nudge people to contribute time and/or money; to deploy volunteers and finances such that voters are motivated to vote for you. Tools found in Down-Ballot Winner help you convince voters to take action to vote for you.

From assessing pros and cons of a candidacy, preparing for your campaign, executing it, to winding it down after Election Day, Down-Ballot Winner covers it. And you learn what to expect and do as you prepare to be sworn into office if you win. Down-Ballot Winner guides you every step of the way. With it you know where to devote valuable time and money for maximum return on Election Day.

 

They say that, “Luck happens when preparation meets opportunity.” With Down-Ballot Winner, you have everything you need to transform yourself into an effective, self-confident candidate, one who meets opportunity prepared.