Advice for Giving a Good Stump Speech
Advice for Making a Good Commercial
How to Win a Debate

Advice for Giving a Good Stump Speech

1. Highlight successes. Point to things you have done while in office that the voters will like and that will make them want to return you. This might involve showing that you have succeeded in protecting local interests (credit claiming).

"During the last session, I fought to make sure that Congress retained funding for the B-1 Bomber that we make right here in our district. Send me back for two more years and I will continue to fight for our local interests."

It might also involve showing that you have succeeded in taking positions that are likely to appeal to the majority of voters in the district. Note that this position taking also often involves a measure of credit-claiming:

"A woman's right to choose what to do with her body is a fundamental right and I have consistently voted to protect that right while in Congress. I am proud to have co-sponsored two amendments protecting a woman's right to choose during the last session of Congress."

For challengers, or candidates in an open-seat election, claiming credit will not be easy. If the non-incumbent has held another office (such as state representative), that can provide an opportunity to claim credit. If not, the candidate is forced to resort to #2.

2. Promise the moon. OK, maybe not the moon. Voters can see through that. But promise at least a few smaller satellites. Especially for candidates without a record, campaign promises become their best way to demonstrate that they will be working hard to deliver for the district:

"When I go to Washington, I will seek ways to protect the interests of these local fishermen. I support the Fishermen's Relief Act and will seek to see its provisions implemented this year. Elect me and all who earn their living at this harbor will have a good friend in Washington."

3. Connect with the group to whom you are speaking. Members of Congress have their standard stump speeches that they use. They modify the speech, however, to address the needs and interests of the group to whom they are speaking. Thus, a speech before a business group will emphasize the members' record on business matters, while a speech to college students might emphasize student loans. It is in these types of speeches that candidates get their policy positions across to voters.

4. Use your name frequently. When voters go to vote, they must be able to identify the name of their preferred candidate. Thus, use your name in order to make voters remember it. Most incumbents, in contrast, will not use their opponents' name in order to avoid giving them free advertising:

"My opponent wants to tax you so much that you'll have no ability to invest for the future. This is wrong. When you go to the polls on Election Day, a vote for John Smith is a vote for the freedom to spend your money as you want."

5. Know the different types of speeches you will give and what they are meant to accomplish. In the simulation, candidates will have the opportunity to give three speeches, each of which has a central goal:

A. The Introductory Speech. In this speech, the candidate is introduced to the voters. It is his/her opportunity to tell them a little about his/her background, policy positions, campaign themes, and character. The speech must communicate that the candidate is viable (has a shot of winning) and is interesting enough to want to hear more from.

B. The Specialized Audience Speech. This speech is typically given to a group of supporters. For example, a Democrat might speak to a teacher's union and a Republican might speak to the Chamber of Commerce. The goal here is not votes necessarily (you should already have these votes locked up), but rather enthusiasm. The candidate wants members of these groups to become fired up enough by the candidate to campaign, talk to friends and neighbors, and give money.

C. The Election Eve Rally Speech. Think Knute Rockne-style pep talk. This speech must convince those who hear it that the election is close enough and important enough that they must get out and vote, encourage others to vote, and, most importantly, to care.

6. Speak well. This goes without saying, but speaking slowly, clearly, in an organized style and with sincerity and conviction will help convince the voters that you know what you are doing. Good speakers can impress even though who disagree with them and earn more support than their issue positions might warrant. Content aside, be a great communicator.

Advice for Making a Good Commercial

1. Anyone creating a commercial must keep in mind how viewers react to commercials. Think about your life. I know when I'm sitting at home watching TV, I'm also doing lots of other things like reading, talking on the phone, going online, carrying on a conversation with my wife, and eating. I'd bet you're like that, too. Are you really going to pay close attention when the commercial starts? I doubt it. Or, maybe you use the commercials as a time to run to the bathroom or to fix yourself a snack. Again, are you going to pay close attention when the commercial starts? Of course not. So, people creating commercials must understand that what they are saying is not being carefully seen or listened to by their viewers. They must strive to be heard despite these obstacles.

2. Remember rule #1.

3. One commercial, one message. This is the most fundamental thing to keep in mind. People cannot remember a large amount of information. A commercial is like a little thirty-second play. It has an introduction, middle, and end. It often has a hero (the candidate) and/or a villain (the opponent). But, most importantly, it has a plot. A good commercial has a nice, simple, story line that could be remembered even by somebody who was only glancing at it while it was on the screen.

4. Keep it simple in language as well as message. Avoid using polysyllabic lexicon when simple words will suffice. Don't use complex sentences, with numerous subordinate clauses, that might, occasionally, cause certain voters, including those with the least formal education, to have difficulty in dealing with the language. Make your point simply and with an economy of language. Also, assume your viewers know next-to-nothing about any policy areas in question. Explain everything to them.

5. Visuals often mean as much as the written text. While you will obviously not be presenting full commercials, you might be asked for a description of visual images as well as the printed text. Take care to cast the candidate in as favorable a light as possible when showing graphics. Surrounding the candidate with kids or babies is always a good move. A loving family makes a nice prop in a commercial. And, showing the candidate in "action shots" (including the classic with the sleeves rolled up!) is also a good move. These things may be cliched, but they become cliches for a reason - they work.

6. Like stump speeches, there are different types of commercials. The standards we apply to each one are different, because they are intended to convey particular messages. Among the most common:

A. The Introduction - this is kind of commercial you use when you want to introduce the candidate to the voters (likely for a challenger or open-seat candidate) or reintroduce the candidate (an incumbent). These are usually positive commercials that often focus on the background of the person involved or their accomplishments. These are the "feel-good" ads.

B. The Issue Ad - this commercial lays out the basics (just the basics; don't get too specific) of an issue and suggests why your candidate's position is the correct one on the issue. This ad might be mildly "comparative," laying out a picture of your opponent's views (probably exaggerated slightly) and showing the error of those views.

C. The Attack Ad - usually hits your opponents over scandal, bad votes, or poor work while in office. Some attack ads end with a statement of who the voter should vote for instead (i.e., "If you're sick of this kind of behavior, vote for John Goodperson instead."). Others don't even bother to do this, and instead just focus 100% of the ad on the attack. There are advantages and disadvantages to each approach. Attack ads are usually used by candidates who are losing.

D. The Response Ad - done after you have been attacked by an ad. The key to an attack ad is to respond quickly and firmly. A good response ad will repeat only the very basics of the attack (in order not to help your opponent by repeating his or her charges). Then, it will state (1) why the original ad was wrong; (2) what the facts are; and possibly will also (3) respond in kind by attacking your opponent. While attack ads are usually reserved for those who are losing, almost all candidates realize they must respond to them or risk having the attacks seen as true.

E. The Testimonial - this kind of ad features people making statements about how wonderful the candidate is. The people being quoted can be everyday people or political elites. Regular people can provide a certain legitimacy to the ad; they are often carefully chosen to represent the voters most being targeted (such as using "Soccer Moms" to endorse the candidate when the campaign is focusing on women's issues). Testimonials by political figures often carry weight, as do endorsements from celebrities who may or may not be political (singers, actors, etc.)

7. Last, but not least, ask yourself the two questions listed below before putting out any commercial. If the answers are "yes," you're ready to go. If the answer is "no," go back to the drawing board.

A. Is what I have interesting enough to get people to hear its message?

B. Is the message strong and effective enough to get people to vote for my candidate?

How to Win a Debate

1. Show mastery of the issues. This is especially important for candidates who may be fighting a reputation that they are a lightweight or not up for the job. Each campaign will have a series of policy papers - it is up to the two students playing the candidates to demonstrate that they understand the issues. Charisma and looks are important, but a candidate who does not seem qualified will be judged to have performed poorly in the debate.

2. Know your tag line. Use it often, but not too often. Your big line in a debate must be like the melody to a Broadway musical - the audience must be whistling it as they walk out. Assume that two hours after the debate ends, everyone will have forgotten 90 percent of what they've heard. If you've got a central theme you want to get across, you must repeat it often enough so that it becomes part of the 10 percent they remember. I bet you can't recall a thing Al Gore said to George W. Bush in debate #1, but when I say "fuzzy math," many of you will recognize that.

3. Have one or two really cool one liners and use them. Work them in. People remember them. For example, some of my favorites:

A. Ronald Reagan in response to a question on whether he's too old to be president: "I will not exploit, for political purposes, my opponent's youth and inexperience."
B. Lloyd Bentsen after Dan Quayle compared himself to John F. Kennedy: "I knew Jack Kennedy. Jack Kennedy was a friend of mine. And you, senator, are no Jack Kennedy."
C. Al Gore on Jack Kemp's supply side economics plan: "The problem with your trickle-down economics is that it will send the entire country over Niagara Falls in a barrel."

4. Don't make a big mistake. Be risk averse. Risk saying nothing rather than making a bold statement that will turn out to be wrong.

5. Remember that this is your opportunity to speak to the American people and communicate your message to them. Have statements, lines, and explanations ready, and work them in. Candidates who do poorly in debates usually say that they got caught up in the moment, abandoned their speeches and carefully-arrived at strategies, and starting winging it. Say what you wanted to say; don't get too drawn into what is being said.

6. Find the comfortable middle ground between being too aggressive and being too passive. In 2000, for example, Al Gore was far too aggressive in the first debate. He overcompensated and was far too passive in the second. Imagine a continuum between total aggression and total passivity. Figure out where you want to place yourself on that continuum. Make a decision how much you will attack your opponent and how much you will ignore what your opponent says.

7. Work hard on the opening and closing statements. These are the kinds of things voters remember, so be sure the opening is well-written and compellingly lays out the case for voting for you. Be sure your closing statement leaves the voters whistling your theme (see #2). Much of what happens in the middle of the debate gets lost in people's minds, so be sure that the beginning and middle do not.

8. Once again, speak well. Speaking slowly, clearly, in an organized style and with sincerity and conviction will help convince the voters that you know what you are doing. Modulate the speed and tone of what you are saying so those watching the debate do not get bored. This can earn you support from even those who disagree with you.