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By Mark Montini
Seven Simple Secrets About Literature
Every campaign has it. And every campaign can make it better without much work. What is it? Literature.
Here are seven simple secrets you can use to improve your literature.
1. Use headlines.
Headlines are the most read part of your literature. Be sure they deliver a message. "Smith on taxes" doesn't cut it. "Smith will cut taxes" is much better.
2. Use sub-headlines and captions.
Sub-headlines and captions are the second most read part of your literature. Most people don't use them well, if at all.
3. Avoid folded literature.
You only have eight seconds to deliver your message, why waste two or three of them opening the literature?
4. Highlight your name.
There are an infinite number of things you can put on literature. Experience. Pictures. Endorsements. Issues. Don't let them interfere with the single most important thing on your literature: your name.
5. Use good photos.
The cliché "a picture is worth a thousand words" is true. Still, it's amazing how often campaign literature features bad photos. Yes, it's hard to get good pictures. But it’s a must. Why would you pay to print "a thousand bad words" about your candidate?
6. Don't squeeze.
Never use a font size smaller than 10 points. If you must use a smaller size to squeeze everything in, you need to use a larger piece of literature or fine-tune your message - it's likely to be the latter.
7. Don't be too creative.
Advertising legend David Ogilvy used to say the best way to ruin a good ad is to give it to creative designers. The design won't get people to vote for you. The "ad" will. As long as your literature looks professional, you're okay. Don't get carried away making it "pretty".
Mark Montini is a Republican political consultant in Washington, DC and owns and operates CampaignSecrets.com. CampaignSecrets.com was founded in 2001 by a team of seasoned campaign professionals dedicated to providing professional campaign solutions to local Republican campaigns. By combining cutting-edge technology with proven campaign strategies, CampaignSecrets.com’s toolset provides everything a Republican candidates needs to stay a step ahead on the campaign trail. Visit his website at http://www.campaignsecrets.com.
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