In this article, we’re not getting to the meat and/or heart of your walk piece, but rather some important tips that go to the overall approach to your brochure.
Some Helpful Reminders for a Successful Walkpiece
1. Be Positive! As we descrived in a past post, the first impression of a candidate should be a positive one. Include a mix of biography, endorsements, and even issues, but make sure that the issues highlight positive changes.
Sometimes a challenger has to highlight some negatives in order to convince people that a change must be made. In this case, make sure to make the tone of your whole piece more positive and larger than the negatives you may have to point out.
2. Shoot for longevity. Your walkpiece is going to be with you for the whole campaign. Make sure that the issues you highlight are broad enough to last for more than two or three months. Also, make sure that the message and theme that is conveyed through your words and your pictures will be the same through election night.
3. Appeal to everybody. Since you are handing your walk piece directly to the voter, this is the piece they may actually keep, instead of immediately throw away. It also sets the tone for your campaign, and as you walk precincts, you want to be able to carry the same message to all parts of the district. You can vary and tweak the message for the neighborhood or demographic of the voter, but do it with your words and not the walkpiece.
4. “Sorry I missed you.” Have a space where you can write those words in case the voter isn’t home. Take a half hour before you walk and write out a bunch of them before hand, and then carry them with you to save time. This adds a special touch when voters aren’t home.
Image via KRCLA
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