If you’re running for a seat on your city council or school board, you’ll probably get a chance to make your case at a debate (or candidates’ forum) with your opponents. The good news is, most of them will blow it by failing to do a couple of simple but very necessary things.
Here’s how not to be like them.
First, pretend that nobody knows you. Even if you’re civically well-connected and you see some friendly faces in the crowd, remember your average voter probably only has only a hazy impression of who you are. Look on the debate as a job application, and remember that the boss, your voter, doesn’t know you, but wants to.
So first thing’s first: Tell them your name, and ask for their vote. Say your name at the beginning and end of your opening statement. Begin with something like “Hello. My name is Mike Smith and I’m running for city council” and make sure to end with something like “Thank you, my name is Mike Smith, and I hope to earn your vote on June 7th.
Do it again at the end of your closing statement. End with something as simple as, “I’m Mike Smith, please vote for me on June 7th.”
Asking for their votes is a human-level, personal, humble thing to do. It shows you value their vote. It makes them feel good. People understand their vote has value, and like anything of value you’re asking them to give it to you. And because you told them your name, they might remember it when it comes time to vote.
One of our reporter friends has hung out after numerous debates to hear average voters say “I kind of liked that tall guy” or “I liked the woman on the end.” But when they get their ballot, the candidates won’t be listed by height, or whether they were the candidate with the striped tie who sat at the end of the row.
You don’t want the voter left with a favorable impression struggling to remember who you are when filling out their ballot.
We’re going to need a name here.
Moving on, if the prospect of a debate is a bit daunting, we have good news – making the right impression is simpler than you might think.
Rule number one: Be yourself.
The voters will warm to you if you are authentic. If your personality is loose and gregarious, great. But if you’re a little on the stiff side, or uncool, or a bit nervous under the spotlight, that’s fine too.
Over and over again, we’ve seen candidates rewarded for authenticity, or punished for putting up a front.
Here are a couple more simple but important things:
Know why you are running. Specifically.
Spend some time really thinking about it. Get it down on paper, then boil it down to an “elevator pitch,” a simple, clear message you could tell to a stranger before she gets off at her floor.
This will clarify your opening and closing statements, and help you make your case as you talk to voters, talk to reporters, or campaign door-to-door.
Don’t worry if your mission statement is not grand, just keep it real. (Again, be authentic.) We’ve seen people elected by large margins whose pitch is simply: “I want to serve the community” or “I have a skill set that would make me a good school board member.”
Lastly, while you must familiarize yourself with the local issues, you need not take a stand on every issue by debate time.
It’s generally ok to say you need to give a matter further study. Stress that you want to hear as much input from the community as possible. Which, of course, you do.
But if there’s a transcendent issue in your community, be prepared at least to summarize the competing points of view, which will show that you respect the gravity of the issue and the people on the various sides.
And if that transcendent issue is a red hot, tear-down-City-Hall type of thing, you might find that the time for further study has come and gone, and it’s time to pick a side.
So, in summary, there’s really nothing to it. Be yourself, be prepared, tell them why you’re running, ask for their vote, and for the love of all that is holy, remember to tell them your name.