I witnessed something fascinating at a local campaign event last month. Two candidates were working the room, but their approaches couldn’t have been more different.
The first candidate, let’s call him Mike, bounced from person to person, energetically sharing his three-point plan for economic growth. He had facts, figures, and compelling stories about his business background. He was articulate and passionate.
The second candidate, Sarah, took a different approach. When she met voters, she started by asking about their families, their work, their concerns. She spent more time nodding than talking. And here’s the interesting part – by the end of the evening, guess who had more people asking for yard signs?
Let me tell you about a moment that really drove this home. Both candidates ended up talking to Janet, a local small business owner worried about rising crime in the shopping district.
Mike jumped right in with his public safety platform: “We need more police funding, better technology, and stricter penalties. I’ve got a comprehensive five-point plan…”
Sarah simply asked, “How has this affected your business?” She listened as Janet described having to close early on weekends and losing evening customers. Then Sarah shared how her plan would help business owners like Janet.
Same issue, completely different approaches.
I remember coaching a first-time candidate who couldn’t understand why his message wasn’t landing. He was brilliant – a successful attorney with detailed solutions for every city problem. But at every meet-and-greet, he’d launch into lengthy explanations about municipal policy.
“I need voters to understand how qualified I am,” he insisted.
But here’s what I’ve learned after years of watching campaigns succeed and fail: voters don’t care how much you know until they know how much you care.
Think about it – when was the last time you were convinced by someone who talked at you rather than with you?
One of my favorite campaign success stories is about a county commissioner candidate who won in a district everyone thought was unwinnable. Her secret? She spent the first month of her campaign just listening to voters – in coffee shops, at community events, in their homes.
She told me later, “I didn’t start with a platform. I let voters tell me what they needed, and then I built my campaign around solving their actual problems.”
She won by 9 points in a district her party hadn’t won in 20 years.
Here’s something fascinating I’ve noticed: the candidates who talk the most are often the ones who are least secure about their campaign. They use words to prove their worth, to establish their credentials, to convince voters they deserve the role.
But the most effective candidates? They’re confident enough to be quiet. They know that listening isn’t passive – it’s one of the most powerful tools in politics.
I recently worked with a “talker” who made a conscious effort to become a listener. The transformation was remarkable. Instead of launching into his stump speech at doors, he started asking people about their neighborhoods, their families, their concerns.
“For the first time,” he told me, “I feel like I’m actually connecting with voters, not just talking at them.”
His volunteer signups doubled. His average donation amount increased. Why? Because people could tell he genuinely cared about their concerns.
Now, this doesn’t mean you should never talk about your vision or your qualifications. Of course voters need to know what you stand for and why you’re running. But there’s a rhythm to it:
I watched a school board candidate master this balance recently. At a community forum, instead of leading with her education policy, she asked parents about their experiences with local schools. Their answers shaped how she presented her solutions – and the room was with her every step of the way.
Let’s Talk About Your Campaign Style
Every candidate can learn to be a better listener, and I’d love to hear about your experiences connecting with voters. Are you naturally a talker or a listener? How do you find the right balance?
Want to discuss your campaign communication style over coffee (virtual works too!)? Choose a time or reach out at Sean@VOTEGTR.com. I’m always happy to share ideas and help good candidates build stronger connections with their voters.
