The biggest mistake most candidates make is thinking they’re running a “political” campaign when they’re really running a marketing campaign.
With that in mind, here’s a GREAT suggestion from Campaign Hot Tips subscriber Bob Taschler on a better way to recruit interns for your campaign…
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When recruiting college students for internships the mistake that many people make when advertising is that they get the value proposition backwards. They lead with what they want instead of what they are offering.
Beginning with “INTERNS WANTED” is the same as saying “SLAVES WANTED.” Many readers will stop right there.
And if they continue reading “FOR A POLITICAL CAMPAIGN,” 90% will stop reading because they envision stuffing envelopes and planting lawn signs. You have allowed your readers to control the message.
Also, this does not specify who you want to apply. It says you will take anyone and are not selective. So you’ll be left with the least-qualified poli-sci wannabes who will waste time opining about who should be president instead of working on your campaign. Not good marketing.
Instead begin with what you are offering the prospective intern:
FREE TRAINING FOR MARKETING MAJORS, COMMUNICATIONS MAJORS, BUSINESS MAJORS OR ENGLISH MAJORS
Free is still the most powerful word in advertising. It draws everyone’s attention.
Why these majors? Because they have a need for this training.
TOP FOUR APPLICANTS WILL LEARN…
This makes the opportunity appear exclusive and special. Then list exactly what they will learn:
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- MARKET IDENTIFICATION
- MASS COMMUNICATION
- MATERIAL DEVELOPMENT
- PLANNING and ORGANIZATION
- PUBLIC RELATIONS
- VIDEO PRODUCTION
- SOCIAL MEDIA
- DIRECT MAIL
- OPINION SURVEYS
Make this list as long as your wish. These are the benefits you are offering.
Then list your requirements. They are easy to meet for 95% of college students, but it still fosters a feeling of having to meet requirements:
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- APPLICANTS MUST BE OVER 18
- HAVE A DRIVER’S LICENSE
- ACCESS TO OWN VEHICLE
- POSSESS BASIC COMPUTER SKILLS
- OWN A SMART PHONE
- HOURS AND DAYS FLEXIBLE
APPLY FOR INTERNSHIPS AT {your name} FOR {political office}.
Once you successfully learn how to sell a politician to the public you will have a skill set that many employers are seeking! Happy Recruiting!
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This is a critical communications and marketing principle. Make it about THEM and how THEY will benefit. Stop making it all about YOU.
Cheers!
Dr. Chuck Muth, PsD
Professor of Psephology*
(homeschooled)
* Psephology (see-follow-gee): The study of campaigns and elections