Taegan Goddard has a simple, pithy little post by Mark Montini about what to emphasize when campaigning:
There are two reasons people run for office. The first is to be somebody. The second is to do something. Voters have an uncanny knack for uncovering which of those motivates a candidate — and they dont respond kindly to candidates who are running to be somebody. Theres no test or formula they apply, they just know instinctively.
Read the whole thing.
In Massachusetts, who’s running what kind of campaign?
Currently, the Dem LG candidates all seem to be running rÃ©sumÃ© campaigns, perhaps Kelley somewhat less than the others. That is the danger of running as a political unknown — that you spend so much time introducing yourself that you forget that really, we don’t care. It’s not that your life experience doesn’t matter; it’s just not enough.
Candidates, voters are asking you: “What are you gonna do for me?” Self-interest can be venal or enlightened, but it’s the very essence of politics. This was the resonant part of Howard Dean’s campaign: “It’s not about me, it’s about you!” And after all, people often vote for effective louts like Providence’s Buddy Cianci — heck, or Tom DeLay — because they don’t really care about the rÃ©sumÃ©. We don’t care about furthering your career, regardless of how appealing you may be. We care about us. Make sure you let us know that you know.