Here are a few basic tips before you put yourself in front of the public:
- Register your own domain. Those with @aol.com email and website addresses look like neanderthals.
- Don’t use a stupid domain like @goodforfamiles.com or @justiceforall.com. Use some form of your name (e.g., @keithberner.com or @keithforcouncil.com). This looks professional and allows you to tell your story in the content of your communications. When you try to squeeze your philosophy into your email address, you end up being a one-note candidate or (worse) appearing to be nothing more than a slogan. (And, unless you are a professional copywriter, your slogan is almost guaranteed to be corny or vapid.)
- Put up a website. If you are running for any office higher than small-town city council, put yourself where most people will look for you.
- Make sure your website is findable through popular search engines. Like a tree falling in a forest, a site that can’t be found makes no noise.
- Put your contact information, especially your email address on your website. Don’t make me have to choose between donate-now and volunteer buttons as the only way to send you an inquiry.
- Don’t ignore inquiries. If you can’t be bothered to respond to interested parties now, we know how bad your eventual constituent service will be.
- If you can afford it, hire professionals to create your brand, both visual and written. If you can’t afford it, use the best quality images and writing you can find.
What prompts this outburst from yours truly? Well, I am currently trying to gather contact information for ~130 candidates in Montgomery County so that endorsement questionnaires can be sent to them. It amazes me how many of them have no website or have sites that provide no means to reach them without giving them money or volunteer time. I also am aghast at the ~40% who have simply ignored my inquiries.
Get with it, people. Or get out of the race.
©2018 Keith Berner
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