Planning the Campaign Strategically

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Through joy – positive campaigning
Positive campaigning is the safest and most common basic tone for campaigning. A positive campaign is often better than a negative one: it is generally a more effective means of convincing supporters who have not yet formed an opinion, or who are predisposed to favour the cause you are defending.

Positive campaigns are safe in the sense that they do not easily cause significant damage. Positive campaigns have a slower effect, because a positive campaigner has to convince the target group of his excellence or the excellence of the cause.

In positive campaigns, trust and influence are often built up a little at a time. First, one has to gain the trust of the target person, then the target person must be convinced of the need for change. Finally, the candidate has to sell his or her own solution as the best one. In a positive campaign, it is therefore usually crucial to employ the tactic of several waves, approaching the target group slowly.

A three-wave tactic (as an example)
In the first wave, the target group is prepared for the cause, by presenting the cause and the reasons behind it. In the second wave, more active communication is slowly put in place. In the final wave, a direct action is ultimately suggested.

A positive tone is a rather good starting point. It is better at forgiving small mistakes, and enables long-term, upward-moving campaigning. However, you should start a positive campaign early, so that the impact has time to take effect. But be careful: it is a good idea to start the actual chargeable advertising in municipal elections only a few weeks before the election.

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