Popularity Contest

 

Campaign season is heating up. For anyone who isn’t directly involved in politics, any candidate who wants a chance in the November election has already put together a campaign staff, a stump speech, and printed out self-addressed contribution envelopes.

Many eager novices have written up position papers. They are the ones who will lose. They do not yet know that elections are not about who can do the best job. It is a bitter lesson, but virtually all voters pride themselves on knowing nothing about the issues.

Many years ago a friend of mine asked me to manage a city council candidate’s campaign. My first goal was to print a brochure that actually told voters something. Fortunately, wiser and more experienced campaigners had my candidate’s ear. I managed to get some information nestled in with the pictures and endorsements, but my candidate won anyway.

In case anyone is interested, a winning campaign brochure follows this formula. Candidate’s picture and name on the front fold, at least three pictures of candidate with other people on the inside, and a picture of the candidate with family on the back. All empty spaces should be filled up with quotes and names of local people- usually a mix of small business owners and members of a local popular group such as volunteers that clean up local parks, and of course at least one senior citizen. A long list of endorsements is great, but there are special guidelines for who makes the cut. Poorly done lists can cost you votes.

I was skeptical about this layout, but that was before I heard voters brag to me that they throw campaign literature away without looking at it. It was the bragging tone in their voices as they spoke that has stuck with me all these years. Voters were proud that they didn’t read about issues. So for the two seconds it takes for the pamphlet to go from the door to the garbage can, voters should be looking at your face and name.

Campaigns are popularity contests. Like high school prom queens, it’s all about shaking hands and smiling. Intelligent, informed candidates bore us. Nobody wants to talk about real funtions of government. Perhaps that is why those potholes never get filled.

Nancy Sherer

 

 


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