Developing a winning campaign message - what voters want and how it intersects with your strengths

A campaign message isn’t just a slogan—it’s the core of your campaign. It defines why you’re running and why voters should support you. If you want to win, you need a compelling, memorable message that resonates with voters.

What Makes a Great Campaign Message?

  • It’s Simple & Clear: Your message should be easy to understand in one sentence.
  • It’s Relevant: It should address the issues that matter most to voters.
  • It’s Memorable: A strong message sticks with people long after they hear it.
  • It Sets You Apart: It should highlight what makes you the best candidate.

Let's look at the 2024 race for President of the United States in which the 45th President Donald Trump ran against then-Vice President Kamala Harris.

The video below, titled "Together" is an excellent example of President Trump's message.  It is clear, hopeful and has a message that was consistent throughout his entire campaign:


As a contrast, the Harris campaign, that had the apparent advantage of incumbency (she was the sitting Vice President), failed to develop a campaign message that was positive and added value to the voters.  Instead, she spent most of her campaign resources attacking the 45th President calling him names or trying to downplay the person claiming that he would end democracy.  But Democrats failed to remember that President Trump had been President before, and Democracy did not end.  The message was lost, and so was the Democratic hope for victory.  There is no single reel that outtakes all of her attacks, but the bottom line is that her message did not resonate with a majority of voters, the deciding votes in the Electoral College, nor with voters in key battleground states that led to the Republican control of the House and Senate.

As discussed in the last blog post, a campaign message from a candidate must demonstrate value to the voters.  The ideal campaign message should intersect with the candidate's strengths, issues the voters care about, and the weaknesses of any opponent.  President Trump's campaign "nailed" it while the Harris campaign broke the rules for messaging.  It showed.

Looking back at the 1992 election for President, the Clinton campaign offered a value-added alternative to the Republican incumbent, George H. W. Bush, when Clinton said, "It's the economy, stupid."  The Clinton campaign created a contrast between the incumbent President who famously said four years earlier, "Read my lips: No New Taxes" and who then went back on that promise during his tenure in office.

In 1980, Ronald Reagan offered a value add by contrasting himself with incumbent President Jimmy Carter when he asked the question, "Are you better off than you were four years ago?"  At that time, the answer for most Americans was "no."  So sometimes an effective message builds in a contrast with the opponent while also implying a value-add.

But how do I know what issues people care about?

Some candidates for elected office think that voters care about the same issues they do.  That is not always the case.  There are sources available for free, or little cost, on the Internet that will help you identify issues for your voters.  Here are a few:

  • Google Trends, found at trends.google.com - Here you can search for trends regarding what people are searching in a country, state, or major metropolitan area for periods of 0-7 days previously.  
  • Pew Research Center (pewresearch.org): Offers free national and regional survey data on political issues, demographics, and voter priorities.
  • Gallup (gallup.com): Provides insights into national political trends and issues.
  • FiveThirtyEight (fivethirtyeight.com): Analyzes polling data from multiple sources.
  • RealClearPolitics (realclearpolitics.com): Aggregates national and state-level polls.
  • U.S. Census Bureau (census.gov): Provides demographic, economic, and social data that can help you understand your district’s makeup.
  • Data.gov (data.gov): Offers open government data, including information on local economies and public services.
  • Federal Election Commission (FEC) (fec.gov): Provides campaign finance reports and donor demographics.
  • Nextdoor: A hyper-local social media platform where residents discuss community issues.
  • News Websites: Many local news sites offer free access to political coverage and editorials.
  • City Council Meetings & Public Forums: Attending these meetings (or watch online recordings) helps identify issues people care about.
  • Local Talk Radio & Podcasts: Listen to regional call-in shows where residents express concerns.

These are just a few resources for helping to explore issues.  The best way to find out what issues people care about is to simply ask them directly.  Direct contact is the best way to inform yourself.

The Message Formula

At the most basic level, a resonate campaign message often follows this structure:

"I’m running for [office] because [problem you want to fix]. I have the experience and vision to [your solution]. With your support, we can [positive future outcome]."

Example:

"I’m running for city council because our roads and infrastructure are failing. As a business owner, I know how to manage budgets efficiently. With your support, we can fix our roads without raising taxes."

Final Thoughts

A winning campaign message is one that resonates with voters, speaks to issues they care about, intersects with a candidate's strengths, and is memorable.  Your message is the foundation of your campaign. Test it with friends, supporters, and community members.  Refine it until it resonates. A strong message can be the difference between winning and losing.  The Political Campaign Desk Reference and the Workbook companion to the Political Campaign Desk Reference will walk you through the process of developing an excellent campaign message.  Also, visit the Campaignguy web site to explore what services you may need.

 © Copyright 2025 Campaignguy (a trademark of Mason Grant, LLC)

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