The Candidates Are Asking, You Should Be Too!

By Karin Risko

With eight days until the election, none of the candidates are mincing any words. At every stump speech, they're being direct and telling audience members that they need and want their votes. This directness of message, also known as closing the deal, is effective not only in politics but business as well. It reminds me of an article I wrote on the topic some time ago.

Don’t Forget to Ask?

What is it you want recipients of your message to do? Call you? Vote for you? Sign up for your services? Make an appointment? Buy your product right now? Whatever you want them to do, make sure you ask them to do it in a clear, concise manner!

Recently, I was asked to edit a letter from a mayoral candidate. In the original draft, the candidate spelled out her reasons for running and listed her qualifications. She ended the letter with:

“On September 13, 2005, we will have a Primary Election to determine who will be on the Ballot for the General Election on November 8, 2005. I need your support!”

What exactly does this candidate want her constituents to do? What does “support” really mean – financial, emotional? Does she want constituents to contribute money? Collect signatures? Campaign for her? Vote for her?

All of these scenarios are valid answers, especially since the letter went out the first week of August. The candidate probably would appreciate all the responses listed above, however, she had a specific objective in mind with this letter. That’s
why “I need your support” was far too vague. I rewrote the letter and changed the ending. “On September 13, 2005 a Primary Election will be held to determine which candidates will be on the November 8th General Election ballot. I’d like to be
on that ballot! Will you please show your support by voting for me?”

Any question now as to what the candidate wants readers to do?

Don’t be vague in your communications! Don’t hedge; be straightforward with your audience. Ask for the donation, the job, the contract, the sale! Be specific! You may be surprised to see more positive responses when your requests are clear. When people know what to do, and see the benefits of the request, they will respond. When they don’t know what’s being asked of them, they’ll also respond accordingly – by doing nothing!