Playbook
tips on getting the right image to make your point: 1. Hire a professional photographer, not your neighbor
A
who has a new digital camera (unless he or she is a Pulitzer Prize winning photographer in which case I hope they have better equipment). Spend the money on a real shoot with a real photographer. Your mail will cost thousands of dollars, and its success depends on the art so just do it.
2. Remember that campaigns are not about candidates, they’re about voters. So don’t put the candidate on the front of a mail piece unless it’s a unique or unusual photo (see point 4). The front of a mail piece needs to be something the voter can relate to and a political can- didate isn’t relatable for them. But photos of regular folks doing regular things, such as playing in the yard or at a park with parents looking on, make sense to voters.
3. Candid photos are always bet-
ter than posed photos. Posed photos look posed—i.e. stiff, unnatural and, most importantly, not relatable. Some posed shots are fine but the majority of shots should look as if they are capturing a moment in the candidate’s life or the voter’s life. Please, do not allow the candidate’s family to wear
matching outfits for the family shot. How in the world is that normal?
picture is worth a thousand words, especially in po- litical mail. A compelling and unusual photo can leap out of the rest of the clutter in the mailbox and get you those precious seconds of voter attention. A few
ct 9 Campaign, Brandy O’Quinn, Treasurer. 72 Campaigns & Elections | Canadian Edition
PRSRT STD U.S. POSTAGE PAID
American Printing
I was born in District 9 at the maternity hospital of the Gladney Center for Adoption, five blocks from where I now live. I grew up on the O.C. Armstrong Ranch in southwest Fort Worth. For decades, the Armstrong family helped fund Texas Wesleyan University, where I would later attend. I have built my life here. This is my home and I could never imagine living anywhere else.
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