Campaigning in most races has been going on for months or even years, but Republican strategist Joe Gaylord, a top adviser to former House Speaker Newt Gingrich
“„For many voters, elections are like shopping for a car. People don’t pay attention to the ads … or do any research … until they actually need to buy the car. And most voters don’t pay close attention to campaigns until the final three weeks … when they realize they have a decision to make.
“„A challenger usually has fewer resources than an incumbent. So a challenger has to attack more precisely and quickly….
“„It means that you must be more creative than the opposition. You have to be aggressive in bringing out the negatives of your opponent and just as aggressively positive at the same time.
“„One way to master this balancing act is to define the differences between you and your opponent, as opposed to sheer negative campaigning where all you do is attack the other guy.
“„Help voters understand that there is a difference between you and your opponent. Explain the choice. After all, that’s what elections are all about. The differences you define may be on issues or qualifications… or on character.
“„Many voters are not issue-oriented. They respond to the person. They think, “Do I like and trust this candidate?” So, don’t be too blatantly political or too negative. Be personable, be appealing.