So you have all the answers and your opponent is incompetent? Well unless the example is so obvious and the press on the matter was so overwhelming against your opponent, the odds are that the voter is not warming up to your message. It is often said that the quickest way to reach point A from point B is with a straight line. Unbelievably this approach is often jettisoned for the less direct and often misdirected approach when it comes to the business of political commercials.

Tell them who you are. Tell them what is in it for them if they vote for you. Instill trust. Educate on where and when to vote. These are the four goals of a political commercial. Being lost in demeaning or negative rhetoric has proven to accomplish only one result. No one votes. If your goal is to keep voter turnout low, spew away. If the objective is to motivate the undecided, then the angle needs to be far different.

The only message required for your supporters is a friendly reminder when election day is, the times the polls close and a hotline telephone number for transportation to the polls. If they are on your side, a commercial to persuade is not required.

For the voter committed to your opponent, the commercial is fruitless.

For the undecided voter, political commercials can make or break an election. A proper message that underscores the values of the undecided is what is required. So often the political commercial is targeted to the loyal supporters. Forget this group when constructing your commercial. Your commercial needs to pick one topic and show action. That is, not a promise, but an actual action by the candidate showing knowledge about the issue, instilling trust that the candidate believes in resolving this issue and finally demonstrating hard work. Each voter has only one vote. Do your part in earning the vote with commercials that work, not just say the candidates name.