As the American Presidential primary season goes into full swing, people in early states are going to thee mail boxes and pulling out huge stacks of mail from candidates, and likely wondering, "Why?" Why are such well known people spending millions at the mailbox?
Well there is no easy answer to that question, but there are some familiar themes that voters will notice. While Television news has frantically covered the goods, bads and uglies between candidates, the war for the hearts and minds of Americans will be fought as it has been for generations at the mailbox, and below are some of the reasons why. As the author of Mapping The Road Less Traveled, I wanted to share some of these insights with you as you head to the mailbox this season.
As you sift through the piles of mail, ask yourself a few questions, and see which candidates have been successful!
Direct mail is the most targetable for of campaign advertising. For this reason it is the most used. Because this will be one of the campaign’s most critical resources it seems prudent to spend a moment examining the elements of a well though out mail plan. There are several strategies for direct mail, but all seem to consist of some basic psychological elements. Since the purpose of any advertising in the campaign is to giver voters a reason to support a candidate and to give then their vote, a mail plan must address one of, or all of the fundamental reasons people will vote: Sentiment, Commonality, or trust. A traditional mail plan consists of all three of these elements in varying degrees.
Sentiment: A traditional mail plan will include introduction and biographical material as one of the candidate’s first mail pieces. It is important that recipients of the piece get a sense of who the candidate is, and where they come from. There are a couple of ways to accomplish this.
Smaller campaigns may choose to reserve their resources and introduce their candidate by telling both their personal and professional stories in a single mailer. This should include the candidate’s upbringing, education, their family life, marital status, professional resume, and personal philosophy. These are elements that help to establish a sense that the reader is getting to know your candidate, and building a slight sentimental connection to them.
Larger campaigns with greater financial resources should consider breaking this introduction into smaller parts and sending separate mailers. This is because the sentimental illusion will be stronger if the information takes more of a period of time. These mailers should begin with the personal introduction with information about the life, family and personal goals and philosophies of the candidate. This will establish a feeling of familiarity with them. The next phase of this strategy is to send the professional history of the candidate which will include a kind of professional resume, and mentions of any political experience the campaign deems relevant. By receiving these separately, voters may perceive a more lasting bond forming, and the sentiment factor on Election Day is stronger.
Commonality: A select but vital group of voters choose candidates much more carefully, based on the perception that a candidate has a common view of issues? These more informed voters want to know that a candidate is on their side. Mailers showing that your candidate’s views are important. This may also be achieved through single or multiple mail pieces.
Smaller campaigns may elect a single mail piece containing positions on multiple issues. It is strongly recommended that a mailer of this type be limited to and include three issues and your candidate’s position on each. This will not overload the reader, but will give them a well-rounded look at the top policy opinions of your candidate. Remember that most people receive dozens of mailers and have a limited amount of time to spend on your so keep it direct and short.
Larger campaigns should focus each mailer on a single issue. This will give the more studious voter a more in depth look at The candidate and the less anxious will at minimum receive The candidate ’s name to look at multiple times. When organizing these issue mailers, identify the most important three issues in an area or race and send a single mailer addressing each. Again, the long term nature of this promotes the perception of many conversations with the candidate and an impression that a voter is more informed about the candidate.
Trust: The final phase of the mail plan is to establish trust about the election with each recipient. By encouraging them to vote, you illustrate that you trust their judgment, and ask them once more for their support. This is also the phase where candidates may choose to distinguish themselves from their opponents.
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