As the General Election and upcoming US presidential election show, getting the right message across is fundamental to convincing voters. Yes, you’ll have party faithful likely to vote for you regardless, but the swing voters (the “median” or “marginal” voters in too-close-to-call constituencies or states) need convincing. Effective communication through political writing plays a critical role in shaping political landscapes and public opinion.
Prime Minister Keir Starmer can be happy that a manifesto and campaign pivoted around the single word “Change” did the trick, while Rishi Sunak’s slightly unwieldy “Secure Britain’s Future” failed to persuade (though it is hard to envisage any three-word slogan that might have worked. The days of “Take Back Control” and “Get Brexit Done” are over.)
We wait to see how Kamala Harris will brand her presidential bid, though Donald Trump may have trouble breaking away from the favourite chant of his base, “Make America Great Again”. His theme of America First is designed to appeal to national pride, economic self-sufficiency and isolation on the global stage, framing a narrative that fires up the MAGA crowd.
Shaping public perception
Political campaigns may appear to be battles fought with words. Candidates and parties carefully craft their messages to resonate with voters, addressing their concerns, aspirations and values. Jeremy Corbyn’s “For the Many Not the Few” captured a promise of inclusivity and progress.
These phrases have to be more than just a tagline. Underpinning every message is strategic thinking. That thinking can be forged in policy shops, around the Cabinet table, in focus groups and through data gathered by opinion pollsters.
But I was struck by a comment from pollster, James Kanagasooriam, co-founder of Focaldata, during a talk at the Chalke History Festival last month. He related how one politician pored over the results of their party’s internal polling then asked: “What should I be thinking? What should I be doing?” As Kanagasooriam pointed out, the jobs of leaders is to lead, not follow.
Evoking emotional responses
Honing messages has the ability to stir emotions, a fact that is well understood in the world of politics. Emotionally engaging political content can be a driving force in motivating people to vote. During the General Election, speeches that highlighted personal stories of struggle and triumph struck a chord with many voters, fostering a sense of empathy and connection. While Labour Deputy Leader hit the nail on the head with her stories of working as a carer, Starmer’s “My Dad was a toolmaker” soon became a cliché and Sunak’s attempt to equate poverty with not having Sky TV made him a laughing stock.
Framing and messaging
Effective political writing involves framing issues in a way that aligns with each candidate’s objectives. Discussions around economic policies can be framed in terms such as “investment in the future” versus “reckless spending”.
As a political editor at Westminster and then a foreign correspondent in France, I have covered General Elections, by-elections and French presidential elections. I’m mad about The West Wing and follow US politics closely.
An example of how I have been able to bring that experience to bear has come during campaigns for the presidency of the World Federation of the Khoja Islamic community.
My speech writing for clients in politics and business is based on similar principles of defining a powerful message, targeting it to the audience and injecting plenty of momentum.
Strategic copywriting
Keep it short, keep it simple
To engage effectively with target audience groups, all messaging must be clear, easily understood and on point – and political messages even more so. Complicated jargon or ambiguous statements can alienate voters. Successful campaigns use simple, direct language to ensure their messages are accessible to the broadest audience possible (with specific sub messages for niche groups).
Repetition and consistency are key
Repetition is a powerful tool in political messaging. Repeating key phrases and slogans helps reinforce the campaign’s core message and ensures it stays firmly at top of mind for voters. Consistency in messaging across all platforms – from conference speeches to social media – helps build coherent and persuasive political writing. However, banging on and on with the same soundbites has its own dangers, of course!
Addressing needs
Addressing voter concerns directly is crucial in political writing, particularly for today’s younger and demanding generations. This approach builds trust and credibility, showing that the candidate is responsive and attuned to the needs of their audience.
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At Editing Edge, we know all too well that effective political writing is about more than just stringing words together – it’s about crafting messages that resonate, evoke emotion and drive action.
If you need help with political content creation that can change minds, win votes and ultimately shape the future, get in touch!
