I’ve been winning elections for nearly a quarter-century.
That’s not an exaggeration: I first ran for office in 1994, when I won a seat on the South Carolina state legislature at the ripe old age of 24. That’s when I began developing the campaign techniques that would eventually become the Pathway to Victory, and I’m still using them today, as I run for a seat on the Greenville County Council.
Now I’m sharing what I’ve learned with hard-working Americans of every political persuasion who love this country and want to make a difference. The Pathway to Victory is not a lesson in how to play slick political games, and it doesn’t depend on the number of high-profile connections you have. It’s a simple four-step plan that will help push any candidate to victory on Election Day, whether you’re aiming for City Hall or the U.S. Capitol.
What is the Pathway to Victory FormulaTM?
Winning elections often comes down to two words: voter contact. The Pathway to Victory FormulaTM is a four-step strategic framework that helps campaigns target prospective voters then move them towards the voting booth.
Here’s a brief rundown of each step, which I’ve developed over the course of countless campaigns:
1. Target likely voters. No campaign has the time or money to talk to everyone, so by using voter files to find people who will actually show up at the polls, I’ll help you maximize whatever resources you have.
2. Identify voter preferences. Further segmenting likely voters into those who are for you, against you, or undecided will help ensure that you deliver the right message to the right voter at the right time.
3. Focus on undecided voters. Once we’ve found the voters most likely to swing your election, I’ll help you do everything you can to bring them to your side.
4. Turn out your supporters. This seems simple, but turnout tactics can vary depending on the type of election. You don’t want broad, generic turnout; you want your supporters heading to polling places on Election Day.
Four Powerful Voter Contact Tools That Win Elections?
If you haven’t noticed yet, the Pathway to Victory relies on a targeted, individualized approach to winning campaigns.
So rather than blowing your whole budget on TV and radio ads, we recommend most campaigns focus on four primary voter contact tools: Canvassing, Digital Media, Direct Mail, and the good old fashioned Telephone.
There’s nothing magical about these methods of contact, but they’re powerful tools that campaigns can use to target households or even individual voters. Think of it this way: Would you rather talk to a voter in the grocery aisle about how you plan to serve them in office? Or would you rather broadcast over the supermarket loudspeaker with generic talking points about your candidacy?
The best part is that when you put all four of these tools together, you create a comprehensive multi-channel voter contact program. Here’s what I mean: One of your campaign volunteers will knock on a voter’s door and tell them about you. Then that voter will get a mailer the next day that says the same thing. Your website and your Facebook advertising will further reinforce that voter’s perception of you, as will a phone call from another volunteer in their neighborhood.
In the end, your prospective voter will have a clear, accurate, and personalized perception of you when they head to the polls.
Read to Put the Pathway to Victory to Work for You?
Whether you’re a candidate or a campaign manager, if you’re interested in knowing more about the Pathway to Victory the next step is to watch a 15-minute introductory video in which I go more in-depth about the program and its tools. After that, we’ll book a free strategy call to make sure the Pathway to Victory is a good fit for your needs.
I want to work with candidates who are coachable, hard-working, and driven to win. I’ve done projects in 42 states, so I know that you get what you put into any campaign. And I’m willing to put in the long hours and practiced techniques necessary to identify and contact the voters you’ll need to win your election.
My only question: are you ready to start engineering your pathway to victory??
I’ve prepared some FREE resources that will help you better understand the Pathway to Victory Formula so you can implement the concepts for your campaign.
One of these FREE resources is a 15 minute video that dives a little deeper in the P2V Formula and the tools I use in the campaign. Click below to access the FREE video and slide deck.
We’ve prepared two easily digestable resources for your campaign. Watch a short video that explains the P2V FormulaTM and grab a copy of the slidedeck for your campaign.