Should I go negative on my campaign? How do I do that?


 How to Define Your Opponent 

Many candidates fear negative campaigning.  When they hear the words “we need to go negative,” they think about mudslinging, picking on the opponent’s family, name calling, and other unsavory activities.  But defining your opponent doesn’t have to mean any of these things. Sometimes “going negative” simply means telling the truth about an opponent that will put their decisions in a negative light.  Going negative should be substantive and relevant to the campaign. 

And sometimes “going negative” is as simple as showcasing your strengths in contrast to your opponent’s weaknesses.  You can contrast yourself with your opponent in a way that highlights your strengths without turning voters off. 

The Art of Contrast Messaging

Before you begin your campaign, you should perform a self-evaluation as well as an evaluation of your opponent.  This evaluation is known in the academic and business worlds as a SWOT analysis.  In politics, I have modified it to SWIP:

S – Strengths

W – Weaknesses

I – Issues

P - Prospects

Your analysis is as easy as creating a heading with each of these four components and making a list under each one.  List all of your strengths from age, sex, education, ability to raise money, where your support is, and anything that could be seen as some level of advantage in the campaign.  It is equally important, if not more important, to create a complete list of your weaknesses.  If you are not honest with yourself regarding your weaknesses (which could be some of the same categories as strengths like age, sex, education etc.), then your opponent may exploit your weaknesses without you being ready.

Under “Issues” include all issues that are important in the district and the race in which you are running.  Even if there is an issue of primary importance to the voters in your district that does not seem to intersect with your race, you should still include it.   Perhaps there is a tie-in that you can work later on.  If there is an issue that voters care about, include it.

“Prospects” includes all potential areas that you may be able to build upon.  From relations with reporters to potential donors to your campaign, you should include anything that can somehow advance your candidacy. 

Once you complete a SWIP analysis on yourself, you need to complete one on your opponent.  Any SWIP analysis should be comprehensive and include all available information whether you plan to use it or not.  Knowledge is power.

When you are creating a contrast between you and your opponent, it is as simple as finding the intersections of your strengths and your opponent’s weaknesses.  Your opponent is doing the same thing, so being afraid to “go negative” or draw these important contrasts will put you at a disadvantage.

Now that you have completed your analysis, on to the campaign!

Instead of attacking personally, focus on policy differences, leadership style, and results.

Find effective Ways to Frame Your Opponent. 

Highlight Differences in Experience:

“Unlike my opponent, I have hands-on experience running a business and creating jobs.”

Compare Policy Positions:

“My opponent supports higher taxes—I believe we need to cut wasteful spending instead.”

Use Their Record Against Them:

“In the last four years, my opponent has voted to raise taxes three times. I will fight to keep more money in your pocket.”

What to Avoid

·       Personal Attacks: Calling your opponent “corrupt” or “incompetent” turns voters off. 

·       Baseless Accusations: Always have facts to back up your claims. 

·       Over-the-Top Language: Keep your tone professional and issue-focused. 

Final Thoughts

Voters respond well to clear contrasts between candidates. By framing your opponent effectively, you can position yourself as the better choice—without resorting to name-calling, personal attacks, and general negativity. 

Additional Reading:

The Political Campaign Desk Reference

Workbook: Companion to The Political Campaign Desk Reference


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