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This blog offers an international look at the 2016 U.S. presidential campaign. Indeed, campaigners worldwide are fascinated with American election campaigns. We observe relentless paid television advertising, straight-forward attack spots, sophisticated targeting and record-breaking fundraising. One cannot – and should not – simply copy paste American campaign techniques. However, campaigners out there in Europe, Latin America, Africa and Asia can get a lot of inspiration and specific takeaways from the most professional campaign in the world. This is the purpose of this blog.

Checklist for a Winning Campaign Message

In my last post, I wrote that a good campaign message should be simple and understandable. While this is a necessary pre-condition, it takes more for a winning campaign message. Here's a checklist for a winning campaign message I learned from Dr. Ronald Faucheux's book Running for Office. A good message should be:

•    Short
•    Relevant
•    Believable
•    Show contrast
•    A coherent narrative
•    Written down in a campaign plan
•    Tested
•    Be repeated over and over again
•    Fully communicated

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