Ousting an incumbent is no easy task, particularly when office-holders have a decided advantage in fund-raising, name-recognition and press coverage. But it can be done. Just ask former Utah politico Bob Bennett, who didn’t make it through his own party’s convention in 2010 after 18 years in the U.S. Senate.
But you’ve got to be smart about campaigning. That’s where we can help. Here are four campaign tactics – drawn from the nonpartisan consulting group, LocalVictory.com – that can help narrow the electoral gap between you and your opponent.
Start Early: Don’t stick to the official election cycle when ramping up your campaign. Your opponent has already been snagging headlines and glad-handing constituents as an elected official. So you’ve got to get your name into the political arena as quickly and as thoroughly as possible. Start shaking hands, attending meetings and building your organization. The goal is to get your name front-and-center on voters’ minds.
Define Your Opponent: Don’t give your opponent the chance to define himself. Do it for him. As a challenger, you need to research the incumbent’s record and pound him on issues that would be favorable to your campaign. If your opponent raised taxes, for example, speak out on tax matters and highlight your opponent’s record. But do your research. Otherwise, your strategy could backfire.
Draw a Contrast: If there’s one thing that hurts voter turnout and ensures an incumbent’s victory, it’s having twins as candidates. Give voters a reason to vote incumbent out – and a reason to vote you in. Make sure that issue is clearly defined and prominently discussed in your campaign.
Define the Agenda: You’ll never win a campaign playing defense. As a challenger, you’ve got to set the agenda by raising issues that will elevate your image in the eyes of voters. Get your message out and force your opponent into a defensive posture.
Still, it’s going to be a tough road beating an entrenched incumbent. But you can do it. And we’re here to help.