Campaign literature is the "silent salesman" whenever the candidate is absent (most of the time!). It must sell your candidacy both (1) on your own merits, and (2) in comparison to your opponents' campaign literature.

Select a good graphic artist. All your print material should have the same "look and feel." It must deliver name recognition and message content, without clutter. Areas to consider:

* Photos. Have a professional take several dozen pictures using high-resolution electronic cameras, under several lighting and background conditions. Formal business attire is advisable. White or light blue shirt or blouse, dark coat, and tie (pearls or a simple necklace for women).

* Typeface. Select easily readable fonts. If the candidate's name has unusual letters, like q or x, special care must be taken to assure readability. The same typeface should be used on all print material, including yard signs, wall signs, and literature. This links your message across different media. Your typeface should differ from opposing candidates' standard use of Arial or Times Roman, thus distinguishing your candidacy.

* Endorsement(s). Local opinion leaders' endorsements are a big advantage, and your literature should highlight key endorsements. It must scream: "If you like the endorser, you’ll love the endorsee!" Include a photo of the candidate with the endorser if possible. A family photo of the endorser and candidate achieves two goals: it proves the endorser supports the candidate, and it shows the candidate’s family in a wholesome way.

* Issues. Ascertain which issues matter to the voting community. Select no more than three or four as your campaign's main talking points. They should be "mom, apple pie, and girl-next-door" issues that most voters would agree with. They must be personally relevant to the candidate so they can be addressed from the heart. And they should be unique to the candidate.

* Literature Color. It should be eye-catching. If the background is white, then red and blue should predominate. If the text is black and white, then bright color paper should be used to draw attention. The extra cost of "bright" paper colors is worth the investment to make campaign literature stand out.

* Types of Literature

* Handouts. Doorknob hanging, car windshield posting, direct voter hand out, and mobile home newspaper box posting. Handouts can be black and gray shades on bright color paper. Both sides can be printed, and can be half-sheet size (8.5 x 11 / 2 = 8.5 wide x 5.5 high). Handouts are your most widely distributed literature, and will require the most pieces and should cost the least per piece (approximately 4 cents per piece).

* Direct Mail. Must be sophisticated and eye-catching--you're competing with dozens of campaign pieces arriving simultaneously. Prominent endorsements will entice voters to at least read your literature. If a local race is of interest for some particular reason, then the jurisdiction name should be prominent. It costs about the same to mail a letter size piece (8.5” x 11”) as a large ledger size piece (17” x 11”) that has more space for photos and issues. The cost to design (9 cents), print (25 cents), and mail (29 cents) per piece (63 cents total) is expensive until you consider that they're sent to high-propensity voter households that would typically vote for the candidate if they knew enough. Direct mail delivers immediate impact.

* Distribution Options

Identify locations where voters gather and quick distribution can be achieved, including:

* Schools. You can distribute several hundred pieces directly to parents each day. Most school districts have early and late start times, allowing buses to efficiently deliver students. Make a list of schools, map them, know their start times. Distribute literature to cars as they leave public sidewalks, as allowed by law.

* Parking Lots. Shopping malls, fitness centers, and grocery stores attract many cars, their windshield wiper blades rich targets for your literature. City laws often prohibit /commercial/ literature, but political literature is protected free speech and cannot be stopped by the police.

* City Council & Meeting Events. Identify events with heavy attendance and station volunteers to pass literature to voters as they arrive, giving them something to read while waiting for the event to begin.

* Doorknob Hangers. Hole-punched literature can be hung by a rubber band on voters' household doorknobs. This is effective but time consuming. Volunteers can extend the reach, and hired companies can place literature for 6 to 9 cents per piece (printing extra). But only 60% of eligible voters are registered, and in an off-year election only 30% to 50% of /even those/ will vote. Door-to-door 100% coverage requires much effort, with limited returns. This is why direct mail is instead used so often.

In 2006 John Briscoe was elected to the Board of Trustees of the Ocean View School District. Contact info at: Vote4Briscoe.com.

Copyright 2007 by John Briscoe