Don't insult voters, and other tips

In the early days following my Chronicle retirement, more than a few folks suggested political consulting as my next career.

Certainly made sense. Over the course of covering Citrus County politics for 30-plus years, I’ve witnessed what works and what doesn’t.

I’ve seen candidates win. More importantly, I’ve seen them lose. Those are not necessarily opposites. Some candidates are simply not going to win. Others, however, lose through unforced errors.

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I’m here to help.

Consider this a free public service to local candidates. No guarantee of a win if you avoid these pitfalls, but chances for losing increase if you don’t:

— Arrogance. Easily the single biggest stumbling block for candidates and their supporters. The successful candidate is a humble man or woman. Their name carries well in the community. They don’t make promises that can’t be delivered. Their emphasis is on your personal well-being, not your vote or campaign check.

Arrogance is not confidence. All candidates need confidence. Think it’s easy asking people for money when you’re giving nothing of substance in return? Try it sometime. Candidates are marketing themselves and their vision. Voters want strong-willed individuals.

It’s a subtle difference. The public can spot fake arrogance a mile away. Candidates, be warned.

— Perception. It always bears repeating: In politics, perception is 99% of reality, and the other percentage point doesn’t count. It matters little what a candidate thinks of himself, abilities, prowess in getting things done, or even his resume. It’s what a voter believes that counts.

Perception is everything.

Perception can be finicky, but there are certain red-flag areas. Topic for another day, but candidates should be very aware when accepting campaign donations. There’s a perception behind those big dollars, right or wrong.

Doesn’t mean candidates are perfect. They should be real, and authentic. I occasionally wear a 12-step recovery ring given to me a few years back. The inside reads: “To thine own self be true.”

— Candidates who lose control of their own campaign. Yes, consultants, friends, volunteers, donors, and family all have a valued role in your success. 

Here’s the thing: It’s your name on the ballot. Upon winning, it’s you accepting an enormous public responsibility. You’re the one getting middle-of-the-night phone calls and nasty emails. It’s you putting in 60-hour weeks and barely touching the surface. It’s you being pulled in a thousand directions.

Political leadership isn’t an easy job. You have to want this for you. This is your vision. Voters don’t elect a team; they elect a person who fires their hopes and imaginations. So, own your campaign. Trust your hunches. Go off script every so often. Make a point no one has mentioned. Tickle our fancy.

— Generally, not a good idea to insult voters. This happens every election cycle. Sheriff Mike Prendergast is so far leading that category by a wide margin.

— Ignorance of the job. Candidates often pull this off because, frankly, we’re ignorant of the job as well. I mean…who knows what a commissioner does, or how the school district operates?

I’ve heard from candidates for decades a line that starts with, “When elected, I’m really going to get in there and…” As in, “When elected, I’m really going to get in there and cut all the waste.” Or “When elected, I’m really going to get in there and start getting a plan to hire school bus drivers.”

That’s the equivalent of telling a prospective employer, “When hired, I’m really going to get in there and learn the job.” County commissioner isn't a fast-food trainee.

— No truth-tellers on their campaign team. This shouldn’t be an ego-stroking process. The smart candidate has at least one fly in the ointment among his/her close supporters.

— Lying about your background. I’m telling you…we’re gonna find out. Instead, fling your closet door wide open and toss those skeletons out for all to see. The dividends of honesty far outweigh any embarrassment. That’s a rare commodity in politics these days, and voters appreciate it.

— Don’t steal your opponents’ signs. My first draft I added, “At least, don’t get caught.” I removed that. Just don’t do it. Stealing signs is the absolute lowest a candidate, or his/her supporter, can go. You can’t possibly want to get elected that badly.

(And you’re toast if caught.)

As for today’s photo, that’s Citrus County Aquatics recently just outside the World Headquarters. Not a political statement, just thought it was cool enough for a day like this.

At least, that’s my perception.

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