There’s Nothing Logical About Elections.

 

It’s an election year. In many states, Super Tuesday primaries are March 5th. Others are a few months away.

If your market is anything like Birmingham, the ballot will contain more than the race for parties’ nomination for president. It will also hold several state and local offices. You can count on some of those races going to a run-off. And, chances are good, several of your local candidates will record their radio ad campaigns (if they haven’t already) in your production studios.

Almost all have script in hand. It was either written by themselves or a campaign advisor. After all, the candidate is responsible for the ad’s content.

Here in Birmingham, there have been occasions when a candidate for a local office, (city council, county commission, tax accessor, etc.) has been self-funded and did not have a campaign advisor. They asked for my input.

My observation always begins with these questions.

What does hearing your message feel like? Does it make you sound likable?

What experienced politicians know is that a voter’s choices are not made by logic. It’s one-hundred percent emotion.

In politics, the job of getting elected and the skills required to fulfill that office’s duties are two completely different things.

That makes it tough for offices like tax accessor, county sheriff, and in some districts, even county coroner that require very defined job skills.

In these campaigns, the candidate’s message usually lists their accomplishments like an oral resume.

Hi, I’m Tom Barrett. I want to be your next County Tax Accessor. I hold an MBA from the University of Alabama. I’m also a CPA. I believe in transparency. I’ve balanced budgets for three major corporations. You need someone with integrity. I serve as deacon at my place of worship. Like you, I own a home and am raising a family. So, I know how property taxes can be a burden. On Tuesday, March 5^th, vote Tom Barrett for County Tax Accessor. Thank you.  

Those are logical statements. To the logical mind, Tom’s career and education background sound impressive. But to the electorate, it’s just raw data. If I were Tom’s advisor, his message would sound like this.

It’s great to see so many people moving back into the city and revitalizing neighborhoods. Yet, it’s drastically risen property taxes and skyrocketed monthly house payments. That’s not fair.  Hi, I’m Tom Barrett. As a CPA with an MBA, I know the difference between a home’s real value and those inflated by real estate comps. This has become a big problem for residents of gentrifying neighborhoods. As your county tax accessor, I’ll work for you and with you in making sure your property tax assessment is accurate to your home’s actual value –and not based on your next-door neighbor’s new hot tub. Vote Tom Barrett County Tax Accessor, Tuesday, March 5^th.

With the above message, we’ve hit an emotional hot button, rising property taxes and increased house payments. Tom’s qualifications are applied to bring some level of relief to the home-owning voter. There’s a real problem. He says he can fix it.

And people are more apt to like him –not his resume.

The campaigns I see most as audio resumes are for a local judge. In this size market there are seemingly endless judgeships –District Court Place 3, Circuit Court Place 4, Family Court Place something or another.

Incumbents usually list their records. They’re fair. They love the law. They want a safe Jefferson County. That’s why they’re known as the judge who is tough on crime. Re-elect them because they’re doing such a good job for you.

Recently, a sitting family court judge came to our studios to record her radio ad campaign. Even though she’s not self-funded, she and her advisor asked for my input.

The script (resume) mentioned how efficient her court runs. Before she took office, it was known to be slow and inefficient. Now, there are no long delays. She cares about families. Her biggest priority is the children. She’s served Jefferson County for three consecutive terms. And she teaches Sunday School at a local church.

After a few questions and answers, I asked her would she mind if I helped her pull the voter’s heart strings? Anybody that has court efficiency as a hot button probably spends a lot of time in court –and not for good reasons.

After we both had a good laugh, I drafted the following script.

In family court, priority one is the children. Hello, I’m Judge Pamela Wilson Cousins, District Court, Place 3. During custody hearings, the first thing I do is bring the children into my chambers. I ask them what they want and where they feel most secure. I also make sure that the children have their own attorney to represent them and what’s in their best interest. It’s sad that marriages fail. But we cannot let the children’s future suffer because of it. It’s for that reason I’m asking you to re-elect me, Judge Pamela Wilson Cousins as your district court judge, place 3. Paid for by the committee to re-elect Judge Pamela Wilson Cousins.

Aside from a few tweaks, that is the message that is currently running. She doesn’t just claim to put children first. She shows it by involving the children. In privacy, she asks them what their life is like. She appoints attorneys to represent them.

That helps make her likable.

Most candidates already have their message written.

But, if you are asked for input, don’t be afraid to flex your creative muscles. Help them seem likeable. Remember, elections have nothing to do with logic.

It’s all emotion.

Respectfully

Mike –The Reel Architect.