How to Write a Campaign Brochure

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During a campaign, the competition can get very intense. You want to do all you can to ensure that you have the edge over your competitors whenever possible. One way you can do this is to create a campaign brochure that you can hand to voters. This gives them a tangible item that explains why they should vote for you. As a bonus, voters are less likely to throw away a professionally printed brochure than a sheet of paper.

Divide the content for your campaign brochure into key sections. These might include things like: “Meet the Candidate,” “A Candidate Who Cares” or “The Issues That Matter.” Use attention-grabbing phrases like these, rather than just one-word section titles.

Write a few paragraphs under each section. Use a short, direct sentence structure and only include one concept or idea per paragraph. This will make it more likely that the potential voters will actually read the material in your campaign brochure. If you are targeting a general audience, keep your focus to your two or three main campaign talking points. However, if you are targeting a specific audience, such as senior citizens, focus on the issues that will impact them, even if those issues may not be part of your main platform.

Add bullet points, which make it easier for voters to skim the content of your campaign brochure. They can also emphasize key points that are very important to you and your campaign. For example, you might include a list of bullet points describing ways you have helped the community or issues you’ve voted on that your target audience will agree with and care about. Whether it's a piece of legislation you helped pass or a new school program you raised funding for, give the reader a success story in your career.

Include a section where voters can go for more information. Use only a limited part of the section to lead your reader to the website, since the website will be full of information. Instead, list a physical address and email address that voters can write to and the phone number of your campaign headquarters. Provide information on how you plan to receive donations, such as checks through the mail or via credit cards online. If you are looking for small donations from a large number of people, you might even suggest a specific donation, such as $5.

Ask a few people to proofread the final content of your campaign brochure. Find at least one person who can pick out misspellings and other errors and another person who has experience in a political campaign, who can let you know where the content seems to be unfocused or how it can be improved. You can also show it to a few voters and ask for feedback on how it relays your message.

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About the Author

J. Johnson has been completing freelance writing work since September 2009. Her work includes writing website content and small client projects. Johnson holds a degree in English from North Carolina State University.

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