Tell your story - the power of a clear campaign narrative
What is a
Campaign Narrative?
Your narrative defines who you are and what you stand for and will develop a level of relationship between you and the voter. It is important that you know who and what you are so that you are able to define yourself before an opponent has the opportunity.
Your campaign
narrative is the “wraparound” story that connects your values, message, and
policy positions. It answers three key questions:
- 1. Who are you? (Your background and experience – the part that connects you emotionally)
- 2. Why are you running? (The value you add to the voter – what you will solve or make better)
- 3. How will things be different when you win? (Your vision and plan)
Building
Your Narrative
Know Your
Audience
Not everyone in your district will participate in your election. Of all the people who live in the district where you want to run, only a certain number are eligible to vote (due to age, citizenship status, incarceration status etc.). Of these potential residents who are eligible, not all of them will be registered to vote – your message needs to speak to the voters. Of the voters who are registered to vote, not all of them will participate in this election cycle – some voters only vote in Presidential years, and other may vote in Presidential and Gubernatorial (Governor) election years. Even fewer voters participate in “off years” and Primary elections.
Based on this knowledge, a relatively small percentage of people will be making the decisions on who leads their community, state and country, and it is the people who will be voting in your election to whom you need to appeal.
Start
with Your Personal Story
Voters relate to people, not policies. Share personal experiences that shaped your beliefs.
What makes you
special? Have you served in the
military? Did you grow up in the
district and experience something significant?
Do you have a business background or volunteer or serve in other
ways?
EDITOR NOTE: When I spoke before the group who made the decision to appoint me to my first political office, I told them how I started in business as a young paper carrier for my local newspaper, the Toledo Blade. As a young paper boy, I learned the essentials of running a business, and I told the group that I became a capitalist the day I sold my paper route to another boy for a 300% profit. This story connected to the crowd, demonstrated that I have been a hard worker all of my life, solidified my business acumen, and I made it entertaining. The crowd smiled and chuckled at the comment about becoming a capitalist. At that point, I had connected with them on an emotional level, and they knew something that was personal to me and relevant to the position I was seeking of County Treasurer.
Define
the Stakes
What problem exists that needs a solution? What will you be making better that requires improvement? What is at risk if you don’t win? Make it clear why voters should care.
Make sure that
you are selecting an issue that resonates with voters. If you want to talk about infrastructure like
roads and utilities, but people are more concerned about their taxes, then you
are selecting the wrong issue. The
problem that you want to solve, or the item you want to make better, has to
relate to the voters who will be participating in your race.
EDITOR NOTE: At the meeting where I was selected County Treasurer, I wanted to make sure that I touched on the issues that the people cared about. The previous County Treasurer had performed well, and no one had any issues with her office. In fact, she was so well liked, the reason her office was open was because she was appointed to the open office of County Auditor. So the issues I defined were not that the office was performing poorly but that I had the correct qualifications to make it better – experience, training, education, and a known history with the people in the room. I spoke more about what I could bring to the table to maintain the high standards of the office while utilizing my unique talents to make it better with a different mind at the helm.
Position
Yourself as the Solution
Show how your leadership will create the change that voters want.
Are you qualified to make this difference? Do you have what it takes? Have you been successful before in similar situations?
One thing that you must make sure when speaking with voters: they need to know it is about them and not you. I have seen many candidates through the years talk about how they would like to end their career in this position they are seeking, and they feel that their history has “earned it” for them. This approach holds no value for the voter, and it does not address what you plan to do for them. In fact, it accomplishes the opposite and belies a belief by the candidate that he/she looks at the position as a reward or entitlement rather than an office of service to others.
Examples
of Strong Narratives
"I grew up in this town and watched small businesses struggle. As a business owner myself, I understand how government policies affect jobs. That’s why I’m running for office—to cut red tape and help our local economy thrive."
Or
“When my family chose to put roots down in our (town/county), we made this decision because we have safe neighborhoods, excellent schools, and a great quality of life. We need a leader who will bring the community together to build a strategic plan to make sure we will have great neighborhoods, strong schools, and a great quality of life for the next generations, and my background, experience and training is the right fit for this position!”
Or
“In the last decade, our families have experienced a decline in the quality of roads and our public areas, increased (town/county) debt, and politicians who are out of touch. We need to make our community a place where people want to live again, and I will begin on day one to end our decline and return safety and a high quality of life.?
Sometimes a
good approach to developing a strong narrative is to ask a question to make the
connection: Some good questions to begin
with are:
- · “Do you agree with me that our taxes are too high?
- · “Do you agree that we can do better?”
- · “Are you like me and wonder why we can’t have safe neighborhoods?”
- · “Are you better off now than you were when this administration took over?”
- · “The definition of insanity is doing the same thing over and over and expecting a different result. Will you join me in stopping the insanity?”
- · “If you’re like me, and you have spent more than five years living here, you might be asking yourself why our (town/county/state) cannot balance a budget (or other relevant issue.”
These questions may make a good prelude to your narrative where you tell your story and make the emotional connection. When you begin with a question, you are engaging the voter on a different level, and the voter will unconsciously (and sometimes consciously) answer the question you ask. Once that happens, you have their attention. Do not waste that opportunity.
Final
Thoughts
A well-crafted
campaign narrative makes you more relatable and persuasive. If voters remember
your story, they’re more likely to remember your name when they vote. The key is to relate to the voter. Ask a question, or find your common shared
experience. Answer the question about
the problem you will solve or the thing you will make better.
Further Reading:
The Political Campaign Desk Reference by Michael
McNamara
WORKBOOK: Companion to the Political Campaign Desk Reference
Audible version of the Political Campaign Desk Reference
© Copyright 2025 Campaignguy (a trademark of Mason Grant,
LLC)
Follow on:
- LinkedIn:
Michael
McNamara | LinkedIn
- X:
Michael
McNamara (@campaignguy) / X
- Facebook:
Facebook
Comments
Post a Comment