It’s actually worse than it appears at first glance. Our sharp-eyed subscriber didn’t circle all the “me’s,” and “my’s.” And get this…

Not a single “you” or “your” appears anywhere!

The good news is, this is easily curable. But first you have to recognize you have the problem. Once you do, it’s simply a matter of re-writing from the perspective of the voter rather than the perspective of the candidate.

Now, I’m not saying you don’t tout your own unique qualifications and experience. You should.

What I’m saying is you have to couch them in messaging that is voter-focused. It’s the old feature vs. benefit analysis used by professional marketers.

“I have this (feature), so you get this (benefit).” For example:

“I’m a professional accountant, so you’re getting someone who actually understands how to read a budget and find if and where your tax dollars are being wasted.”

So grab a red pen and apply it to all your communications – bio, blog posts, social media posts, fundraising letters, voter contact mailers, etc.

If after circling all your I’s, me’s, and my’s – not to mention all the our’s and we’s – you’re seeing a lot of red, you need to re-write.

Remember, again and always, it’s about THEM, not YOU.

Written by Chuck Muth, aka The Campaign Doctor. Click here for more information.

If you need help targeting your voters please get in touch with us. We would like to be a part of your campaign.