Making an effective, public-friendly political brochure can be the key to how your electorate views you, and how that view of you will be reflected at the ballot box on election day. The brochure that works best shows respect for the office sought and acquaints the voting public with the person seeking that office. The image derived from the presentation of this two-pronged message is often the difference between a winning and a losing campaign.

Step 1.

Select your colors very carefully. Most people treat color scheme as an afterthought. In fact, it is the first major consideration. People, whether they are aware of it or not, experience a subconscious reaction to different colors. The brain is color-reactive according to personality and preferences. Bright, gaudy colors shout. The person selecting tacky, outlandish colors for his campaign color scheme has just sent the wrong message. This person has just told the voters that he is a loud, in-your-face, obnoxious individual. That personality does not usually garner many votes. Instead, select calming, tamer, softer colors like the lighter shades of blue, green or yellow. Use various borders and shading to make them readable.

Step 2.

Establish your image. Use action pictures throughout your brochure. Each of the standard eight panels should have a picture of the candidate in action. Include family action and interaction photos. Retain image consistency throughout your brochure. Match your photos to your colors. Create solid leadership images. Mix in shots of faith, work, family, recreation and helping others to convey personal wholeness and solid citizenship to the voters. Normalcy, not oddity, inspires confidence in voters.

Step 3.


message in a bottle image by William Berry from

Convey your message. Name the planks of your platform and use bulleted main points to condense them. Use simple language. Describe your message based on the expressed public need. Demonstrate excellent communication skills and your willingness to work with others to accomplish needed reforms and begin new initiatives.

Step 4.

Prepare to defend the image and core beliefs that your brochure presents. You will be challenged—it is the nature of politics. Take the Barney Fife approach and "nip it in the bud." Use at least one panel to name possible objections to your stated positions. Reiterate your already stated positions. State clearly, with precise language, why you hold them. Position them on the brochure panel with your response coupled to the objection. State the clear difference and choice that you represent.

Step 5.

Marry steps one through four. Make sure your image and your message match and are consistent. They both need to reflect the calm, reassuring promise of responsible leadership you are promising and will deliver. Remain true to your basic tenets. Inconsistent message and adopting opposite points of view on the same issue do nothing to enhance your credibility with voters. Both shrewd competition and voters are quick to detect such flaws. The opposing camps will pounce, and discerning voters will turn to other candidates.


Have campaign workers hand out sample brochures and get audience reaction before doing a mass mailing or distribution.

Ask at least five professional media people for an appraisal of your brochure.


Be willing to change or correct your brochure based on feedback.