The numbers are staggering. Since 2007, mail volume in the United States has dropped by 43.1 billion pieces, post office visits are down by 200 million, and retail transactions have decreased at least $2 billion. The figures, worry some in the direct mail industry, could eventually lead the United States Postal Service to reduce delivery to three days a week.
This issue's Shoptalkers: Fred Davis, CEO of Strategic Perception; Eric Hogensen, president of HSG Campaigns; Douglas Herman, partner at The Strategy Group; and Vince Monaco, owner of the Monaco Group.
If you’re a first-time candidate, you’ll soon discover that a lot of people are going to give you their two cents about your campaign. The thing is, many of them have no idea what they’re talking about.
Here are five terrible pieces of advice that you are likely to hear, and the facts that you need to remember.
"We hired HSG Campaigns as subcontractors on a big project. They were fantastic to work with: thorough in their approach to the campaign; communicated well; and maintained a positive attitude throughout. We ended up increasing their role in the project. I look forward to the next time I will get to work with them."
— Rick Ridder, President and Co-Founder, RBI Strategies
A lot of people will want to give you their two cents when they find out you're running for office, even if they have no idea what they're talking about.
Here are the worst pieces of advice you might receive:
1. "Hire me as your campaign manager." It's amazing how often this happens: the friend of a candidate thinks he/she has what it takes to be a Campaign Manager, based on the depictions of Campaign Managers on TV. Unless that person is a seasoned political professional, do not hire them, especially not for a high-level role. Put someone with experience in charge. They should make the hiring recommendations from there.
2. "Do the things that Obama/Bernie/Trump did." Presidential races are not like races for other offices. The news media are consumed by presidential campaigns but rarely cover races for Congress or the State Legislature. Even the most competitive campaigns will not allow you to change the broader narrative of our politics, unless you're running for president. Use successful tactics from races for Governor, Congress, or local office in your area instead.
3. "Don't worry about the campaign yet, you have plenty of time." A campaign is the worst thing to procrastinate. It's not college, you won't get an extension. Time is the only resource a campaign has that is finite and declining. Fundraising will take up most of your time when you run for office, so it's best to do it now so later you can spend more time talking to voters.
What other terrible advice have you heard a candidate get? Let us know!
This week Eric is recommending Rick Ridder's memoirs: Looking for Votes in All the Wrong Places: Tales and Rules from the Campaign Trail.
"It is a privilege to count Rick as a colleague. He is one of the true pros in this business. Rick's book was great fun to read, and I found myself wishing it was twice as long. I strongly recommend it to others - especially those who work in politics, as there is a story on nearly every page you will relate to."
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