Voter contact – direct mail

• Creating Legislative Newsletters
• Google and Direct Mail Marketing to Win Your Election
• Why Direct Mail about Politics Still Influences Millennials

Solid blocks of small print copy, headed with one or two word titles like Education or Fiscal Responsibility that only reveal the source s ability to spell correctly…tiny, inanimate grip-n-grin photos that convey no real impression of the sources personality…copy filled with government jargon and double-speak the average citizen can’t decipher let alone understand. I grind my teeth and want to scream. It is as though once in office every word uttered has become important and the audience is supposed to not mind being made to work…and work hard to get the message. One of my own elected representatives recently sent me such a newsletter. It was so bad, I sent a note that said: If you paid professionals to create this newsletter, they stole your money and should be sued for gross malpractice; if it was done in-house, you need professional help.
As a professional print communicator of considerable experience and some expertise, I offer the following seven points for making your next legislative newsletter the positive communications vehicle it should be.
1. Put the essential message(s) into the headlines and visual images. Advertising research has consistently shown that 4 out of 5 readers don t read the copy. As they peruse your newsletter, they scan the headlines and look at the photos and other visual images. If your message is hidden in a block of grey 8-point copy, you re missing 80%of the audience. If you have the secret to eternal life or a guaranteed winning lottery number buried in the copy only 1 in 5 readers have a chance to find it.
2. Prioritize accomplishments and feature only the most important. You can cover everything. Be selective and informative on the strongest topics. In choosing what to cover, less is always more. It is better to discuss 3-4 topics in some depth than to touch on a dozen or so. In a 4-page newsletter (11 x 17 folded to 8.5 x 11),you should choose an absolute maximum of 5-6 points. Resist the temptation to include something for everyone and to fill every bit of space. You really don t have something compelling to say to everyone, so play to your strengths. White space can actually improve the readability of your piece.
3. Headlines and subheads should make statements, not just label topics. If 80%of the readers will not read beyond the headlines, you had better say something in the headlines. Instead of labelling a block of copy Education, say Smith fighting to reduce class sizes.
4. Select photographs that convey impressions of the source not that just memorialize events. Expressive photographs can send valuable non-verbal messages about the source. They can demonstrate accessibility, verify involvement and hard work, and illustrate commonalities of interest. These are all elements in answering constituents most important questions about their elected officials: Would I like this person? Would she understand my concerns? Would he listen to my point of view? A few well chosen interactive photos can do more to answer these questions affirmatively than volumes of print copy.
5.Caption your photos with informational copy. After only headlines and visual images, research shows that photo captions are read more than body copy. Identify the subjects in the photograph and describe the activity.
6.Minimize the use of jargon, acronyms and government-ese. Those working in government routinely use acronyms and jargons to refer to a myriad of programs and departments, but the average citizen can be baffled by the use of terms. Use the full name in the first reference, eg. Department of Telecommunication (DoT),before using the acronym by itself. If there is any doubt in your mind that a term or phrase is not in common everyday usage by regular people, don t assume…reword or explain.
7.Edit,edit,edit.After you have written the copy for your newsletter, your work is only half done. Go back and simplify wording wherever possible, brutally eliminate unnecessary language, make certain every sentence is clear and declarative. Give a copy to someone who has not been involved in the writing and ask them to make editing suggestions. Current or former English teachers can usually be helpful as long as they aren’t inflexible on selective and occasional colloquial language and usage. Read the copy out loud. Listen to the way it sounds. It should sound conversational. If you have trouble with a sentence or a phrase, change it. Following these recommendations will not dramatically increase detailed newsletter readership or guarantee your re-election. It will help you achieve the most important objective of all constituent communications…to get your message across to the people. Remember your message is not really about he copy or the photos or the graphic design. Message is he information and impressions your newsletter readers take away from the experience. Adhering to he seven points made here will take that experience easier and more informative for your constituents.

Political marketing is about building name recognition and trust. In our modern, technology-infused society, you need to make use of both print and online resources to accomplish these goals with the best results possible.
So, how do you integrate these two marketing mediums to work in concert with one another?
It’s actually easier than you may think, and you will be blown away by the results. Let’s remember our two goals: name recognition and trust building. Studies show that both are accomplished by prolonged or repetitive exposure. Your marketing foundation starts with consistent, regular postcard marketing campaigns to continually expose voters to your name, picture, and key information. Then, you can use your website to reinforce your print marketing and follow-up with online visitors.
Here are 3 steps to integrating your direct mail and online marketing:
1. Use postcards to increase awareness and drive voters to your website
For the same reason political candidates use signs, you should also be using postcard marketing. You want voters to be aware of your candidacy. Direct mail allows you to use targeted mailing lists, so you only mail to the demographics your campaign strategy requires. Mailing postcard campaigns regularly and consistently is guaranteed to build your name recognition, and the laws of marketing say that the more someone sees your name and face, the more likely they are going to be to choose you. Not only will it build your awareness, it will also point voters to your website, where they can learn more about you and your positions on the issues. The more they get to know you, the more trust is built.
2. Include a Blog in Your Website
Speaking of building trust, nothing does it better than a blog. I know political campaigns are incredibly busy, but even posting a quick blog once a week or once a month as a newsletter will go a long way to helping voters connect with you. Connecting with your prospective constituents is critical. You aren’t going to be able to meet every voter in your district, but adding a blog helps voters feel like they have met you. Readers make a more personal connection, and this builds their trust in you.
3. Enable Google Remarketing to follow-up with website visitors
Now that you have a name building foundation from postcard marketing, and a trust building website (complete with blog), you have to add the last piece of the marketing puzzle. It’s called Google Remarketing, and it is an invaluable marketing tool for any politician, aspiring or incumbent, because it automatically follows up with every visitor your website receives.
Basically, once you add the Google Remarketing web code into your website, it tracks every visitor to your website. Start by adding a downloadable report to your site that gives your visitors more details about your vision for your district. Then, Google will track whether or not visitors download that report. If they do not, it will show them targeted ads anywhere they go within Google’s Display Network until they return and do so. The best part is you only pay if they click on your ad, so you could potentially get hundreds of views and exposure absolutely FREE.

Let’s say you’re a candidate for elective office, whether local, state or federal, during this political cycle. Suppose, further, that in your quest for public service, you plan to target the much-coveted demographic of 18-to-34-year-olds known as Millennials.
Well, that should be a breeze, right? They’re hooked on social media channels– often through smart phones and tablets. As all the experts know, the be-all and end-all tactic for reaching Millennials is through digital channels, correct?
Actually, no. So reveals new research about the issue from a study sponsored by political consultants. The key finding of the polling and focus group research is that young voters in fact pay close attention to direct mail and see it as relevant. Any communications strategy aimed at younger voters that focuses exclusively on digital channels is missing the opportunity available through direct mail.
This widespread misunderstanding about how Millennials perceive and use political direct mail is understandable. After all, social media has proven pivotal in bringing out Millennials on key issues.
The top must-dos for cracking the code on political mail directed at Millennial voters, then, are as follows:
• Keep text short, with simple words, sentences and paragraphs.
• Design materials that are graphically appealing, with large fonts, bold-face lettering, bullets and high-contrast colours.
• Present images of candidates in candid, real-life shots rather than in posed or staged scenarios.
• Clearly attribute quotes and third-party information to sources.
• Refer readers to websites and social media to deepen engagement.
• Leverage humour and pop-culture references to arouse curiosity.
• Issue an explicit call to action, such as inviting young voters to share information with family and friends.
• So whatever candidate you’re fielding – whether Left or Right, man or woman, young or old – a winning vote may be just a mailbox away.