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Winning Edge

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Giving you the tools to lead and influence in the policy arena.

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  • Wednesday · 5 min

    #82 Your Personal Focus Group

    Ever wished you could put voters from your district in a room for a focus group? You actually can - but not the way you might think. Focus groups grew out of World War II-era "focused interviews" and became a staple tool because you can't talk to everyone. When you knock doors, you're doing something similar - hearing from voters one on one. The key is turning those hundreds of conversations into insights by watching for two things: Surprises and Phrase Patterns. Surprises Listen for when a voter says something unexpected - like feeling differently about an issue than their party would suggest. Don't lead follow-ups with "why" (it feels defensive). Start with "what" or "when": "Interesting. What makes you say that?" "Huh. When did you start thinking that?" "What else have you noticed?" If there's an important "why" behind their thinking, they'll usually tell you anyway. Phrase Patterns Notice when multiple voters use the same words. For example, on crime: "I used to never lock my car, but now if you don't, someone will rummage through it." That word "rummage" creates a picture in a way "reduce crime" never will. Mirror it in your mail and ads: "Your car should be safe in your own driveway. You shouldn't have to worry about someone rummaging through it." If three or four voters separately use the same phrase, they're not the only ones thinking it. Daily Practice: At the end of each day knocking doors, ask yourself: What surprised me today? What phrases did I hear more than once? Write them down or record a quick voice memo. Over time, you'll build a picture of the district no focus group could give you. Bottom Line: Watch for surprises and follow them with a "what" or "when" question. Listen for phrases you hear more than once and write them down. For more tips, refer to the accompanying one-page PDF. Winning Edge gives you the tools you need to lead and influence in the political and policy arenas. Every other week, Winning Edge releases short (approximately 5-minute) spots—or “snacks”—focused on one of four areas: fundraising, media, policy, or persuasion. For more, visit our website: www.thecommonwealthpartners.com.

  • August 12 · 3 min

    #81 Keep Digging: There’s a Pony in There Somewhere

    One year after his inauguration, President Ronald Reagan spoke about the year's progress ahead. He told the joke about a father with two sons - a pessimist and an optimist. When the pessimist was put in a room full of toys, he cried, sure someone would take them away. When the optimist was put in a room full of manure, he happily dug through it saying, "There's a pony in there somewhere." Reagan closed with, "There is a pony in here." With the election less than 90 days away, it's easy to feel stuck in a room full of manure. Here are 6 Winning Edges to help you keep digging: Got a tough interview? #24 - Answering Tough Questions #25 - Mastering Unscripted Answers #27 - Mastering Your TV Interview Thinking about your messaging for the fall? #36 - Help Undecided Voters Not Be Wrong #34 - Voice of the Voter #62 - Let Voters Change Their Mind Fundraising? #73 - 90-Second Phone Pitch #66 - Create a Fundraising System Not a Goal #46 - 10 Call Rule Bottom Line: Keep digging through the final push. There's got to be a state house seat here somewhere. Click here for a helpful PDF of this episode. Winning Edge gives you the tools you need to lead and influence in the political and policy arenas. Every other week, Winning Edge releases short (approximately 5-minute) spots—or “snacks”—focused on one of four areas: fundraising, media, policy, or persuasion. For more, visit our website: www.thecommonwealthpartners.com.

  • July 29 · 6 min

    #80 3 Videos Every Campaign Needs

    Short campaign videos fail for the same reason most first dates do - one person talks about themselves and never thinks about it from the other person's perspective. To avoid this, think like a voter. If you scrolled a candidate's social media, what do you actually want to know? Most answers fall into three buckets: Who are you? Why are you running? What will you do? Another way to think about it: Look Back, Look Down, and Look Forward. Video 1: Look Back - Who You Are (90 seconds) Don't make it a resume video ("married 17 years, three kids, went to state university...") Tell a story that opens the video and ties back at the end Add dialogue to make it come alive Example: Growing up in town, first job at Johnson's Diner, Ms. Carol's lesson about making it the best meal Connect that lesson to your current work and life Bonus: Use tip 2 from Winning Edge #79 - move while you talk and film in relevant locations Video 2: Look Down - Why You're Running (90 seconds) Not your full stump speech - keep under two minutes Think about the moment you decided to run Start with a 30-second story about that decision Include one surprising statistic that lands with voters in your district Lean into emotion first, let the number confirm what people already feel Save your agenda for the next video See Winning Edge #31 and #42 for more insights Video 3: Look Forward - What You Will Do (60 seconds) Show you have a plan and can explain it in plain English Not a policy wonk fest - keep it simple Premise: two bills you'll introduce when elected First bill: issue with broad appeal (with a short story) Second bill: issue you're passionate about (with story or statistic) Close: "Two bills. I'm not going to fix everything, but I'll tell you exactly where I'm going to start." Bonus Tip: If you struggle to remember what to say on camera, watch this video on using a simple teleprompter app while still looking natural and off-the-cuff. Bottom Line: When it comes to short social media videos, think about what a voter wants to know and make three videos to answer: Who You Are? Why Are You Running? What You Will Do? For more tips on creating effective campaign videos, refer to the accompanying one-page PDF. Winning Edge gives you the tools you need to lead and influence in the political and policy arenas. Every other week, Winning Edge releases short (approximately 5-minute) spots—or “snacks”—focused on one of four areas: fundraising, media, policy, or persuasion. For more, visit our website: www.thecommonwealthpartners.com.

  • July 15 · 4 min

    #79 3 Tips to Improve Your Videos

    If you've been doing the video challenge from the last Winning Edge, you've probably watched yourself and felt stiffer and less animated than your normal self. Chris Goor, a YouTuber who spent his career filming thousands of interviews, events, and even a royal wedding for the BBC, has three simple tips to dramatically improve your videos - all while still using just your phone. Three Tips to Improve Your Videos: 1. One Idea Per Video Don't overcomplicate with long videos Boil topic down to a single idea Goor calls short-form videos "bubble gum for the eyes" If struggling, break into short sentences, record each a few times, pick the best Rule: one idea in one minute or less Example: https://youtube.com/shorts/flHZ6S0gZ8g?si=I-zNMBm90HJYN1Tq 2. Move While You Talk If you look stiff, walk or move in your video Makes it more visually interesting to watch With a microphone, start talking as you enter the frame Walk up to the camera while talking Hold something (like a coffee cup) so it feels less formal than a campaign commercial Examples: https://www.youtube.com/watch?v=zmAf4pRIufM https://www.youtube.com/watch?v=Gz5B8NVy378 3. Make Sure You Sound Great Improving sound quality dramatically improves overall video quality People will watch great sound with okay video over perfect video with bad sound Get a simple mic that connects to your phone and attaches to your shirt Recommendation: DJI Mic Mini (less than $90, easy to use even at noisy events) Example: https://www.youtube.com/watch?v=JsEvCvW4Fto Bottom Line: Don't overcomplicate your videos. Keep it to one idea, move while you speak, and add a decent mic. For more tips on improving your video content, refer to the accompanying one-page PDF. Winning Edge gives you the tools you need to lead and influence in the political and policy arenas. Every other week, Winning Edge releases short (approximately 5-minute) spots—or “snacks”—focused on one of four areas: fundraising, media, policy, or persuasion. For more, visit our website: www.thecommonwealthpartners.com.

  • July 1 · 4 min

    #78 Getting Comfortable Talking to Camera

    In October 1968, Richard Nixon walked into a television studio to film ads. He sat stiffly on the edge of a desk, looked at the camera, and started to talk. One aide muttered, "I wish he'd use the teleprompter," to which another replied, "People think he's reading anyway." While Nixon never mastered the teleprompter, he did get good at recording ads without a script, taking multiple takes to find the right flow and words. This was all part of the "New Nixon" strategy - gone was the candidate of those bad 1960 TV performances. He embraced TV, hired ad agencies, and learned to talk to the camera. It wasn't easy, but his style of speaking directly to the American people worked. On election night 1968, Nixon won the presidency. The reality is that even politicians like Nixon had to work to get good on camera. For most people, talking to the camera is hard - you hate the sound of your voice, notice every little imperfection, and think it's never going to work. But getting comfortable talking to the camera is just a skill, and like any skill, you can get better with practice. The 2-Week Camera Challenge: Film yourself talking 1-2 minutes daily for 14 days Use your iPhone - don't worry about perfect setup Talk about something that happened that day Won't post videos, so don't overthink Four Things to Focus On: 1. Rest Your Eyes on the Lens Don't stare at it Softens the whole feel of eyes and facial expressions 2. Talk to One Person Picture a single person you're talking to Talk like a friend over coffee or a beer Gets you out of "presenting" mode 3. Up Your Energy 10% Camera pulls energy out of us What feels normal in-person comes across flat online Extra energy makes videos feel more like in-person you 4. Pick One Thing After each video, choose one thing you liked and one to improve Don't pick multiple things - just one fix per video Bottom Line: Getting comfortable talking to the camera is a skill you can improve. Take the 2-Week Camera Challenge and you'll be amazed at how much more comfortable you feel. Source: Joe McGinniss, The Selling of the President 1968 (Trident Press, 1969), p. 13. For more tips on improving your on-camera presence, refer to the accompanying one-page PDF. Winning Edge gives you the tools you need to lead and influence in the political and policy arenas. Every other week, Winning Edge releases short (approximately 5-minute) spots—or “snacks”—focused on one of four areas: fundraising, media, policy, or persuasion. For more, visit our website: www.thecommonwealthpartners.com.

  • June 17 · 3 min

    #77 The Hand Trick Great Speakers Use

    The Margaret Thatcher Story: Late 1970s: Thatcher knew the election would be decided by television Knew she wasn't good at TV Hired media advisor Gordon Reece, former TV producer Reece relentlessly filmed her, reviewed footage together Worked on appearance, body language, and voice (from breathy/nervous to lower/commanding) Conducted private polls after appearances to adjust approach Eventually got comfortable on camera and won election as Prime Minister The Lesson: Thatcher wasn't a natural She improved one little thing at a time No silver bullet for getting better on camera or stage Small things you can practice and improve This Week's Skill - The Hand Trick (from YouTuber Vinh Giang): The Rule: Your right hand = the past Your left hand = the future Why It Works: Feels off when you try it From audience's perspective: past on their left, future on their right We read left to right and watch videos with left-to-right progress bars Feels correct to the audience Advanced Version: Stand on right side when talking about past Take a few steps left when talking about future Signifies moving forward in time Bottom Line: Your right hand is the past, your left hand is the future. Get better at presenting by improving one small tactic at a time. Source: Video of TV Interview for BBC Campaign '79: https://www.margaretthatcher.org/document/133935 (check out 2:05 for some of the craziest 1970's sideburns you've ever seen) For more tips on improving your speaking skills, refer to the accompanying one-page PDF. Winning Edge gives you the tools you need to lead and influence in the political and policy arenas. Every other week, Winning Edge releases short (approximately 5-minute) spots—or “snacks”—focused on one of four areas: fundraising, media, policy, or persuasion. For more, visit our website: www.thecommonwealthpartners.com.

  • June 3 · 4 min

    #76 Persuade with Visuals: The Cuba Map Strategy

    The Historical Story: Spring 1962: General David Shoup at White House meeting about potential Cuba invasion Used two transparencies to make his point about invasion difficulty First transparency: Cuba map overlaid on USA - stretched from DC past Chicago (over 800 miles) Second transparency: Dot representing tiny Tarawa island Tarawa: 2 square miles, took 18,000 Marines three days to conquer in WWII Shoup had commanded Marines at Tarawa, earned Medal of Honor Two visuals transformed Cuba invasion from practical idea to sobering reality The Cuba Map Strategy - Three Parts: 1. Anchor Start with something familiar (map of United States) Audience reaction: "Huh? What's the point?" 2. Reframe Lay down something that changes perspective (Cuba map) Audience reaction: "Whoa, didn't realize that" 3. Reveal Drive home the main point (Tarawa dot) Audience reaction: "Oh no. That's not good" How to Build Your Own Cuba Map Strategy: Work backwards: Start with your reveal - what's the emotional punch? Work back to the reframe - what reframes the discussion? Find your anchor - what familiar starting point sets it up? Example: A Trillion Dollars: Anchor: "This dime represents a million dollars" Reframe: "The difference between this dime and a hundred dollar bill is the difference between a million and a billion" Reveal: "The difference between this dime and a hundred thousand dollars is the difference between a million and a trillion" Bottom Line: The Cuba Map Strategy usually takes several attempts to perfect, but the three-part structure (anchor, reframe, reveal) creates powerful visual persuasion that audiences both see and feel. For more tips on visual persuasion techniques, refer to the accompanying one-page PDF. Winning Edge gives you the tools you need to lead and influence in the political and policy arenas. Every other week, Winning Edge releases short (approximately 5-minute) spots—or “snacks”—focused on one of four areas: fundraising, media, policy, or persuasion. For more, visit our website: www.thecommonwealthpartners.com.

  • May 13 · 7 min

    #75 How to Fight Back Against FUD

    The 1960 Attack: Democrats ran ad: "Would you buy a used car from this man?" with Nixon's picture Purpose: attack with Fear, Uncertainty, and Doubt (FUD) 1960: Fighting Emotion with Facts (Failed) Nixon focused on substance and policy Refused makeup before first televised debate, looked sweaty and uncomfortable Treated TV like radio with pictures Kennedy won close election Nixon later lost California governor race and declared "last press conference" 1968: Out-FUD the FUD (Success) Nixon hired Madison Avenue ad men, became "New Nixon" Focused on his strengths: off-the-cuff Q&A and town halls Leaned into emotion: Vietnam, crime, and order over chaos Key slogan: "This time vote like your whole world depended on it" Accepted voter fear, gave them something to do Made old attacks seem trivial with higher stakes How to Fight Back Against FUD: Hold the Line: Prebunk it: Get ahead of attacks before they land Example: "You'll hear wild claims from outside groups with out-of-state donors. Here's the truth…" Dismiss and reframe: Call it what it is (fear campaign), pivot to your message Move the Line: Change what election is about: Make it bigger than the fear Replace fear with bigger emotion: Hope, pride, or urgency Find memorable line and repeat: Like Nixon's "vote like your whole world depended on it" (See Winning Edge #60 on memorable lines.) Bottom Line: FUD is emotional. Hold the Line by getting ahead of attacks and naming them. Move the Line by giving voters a bigger emotion than the fear your opponent is selling. For more tips on countering FUD attacks, refer to the accompanying one-page PDF. Winning Edge gives you the tools you need to lead and influence in the political and policy arenas. Every other week, Winning Edge releases short (approximately 5-minute) spots—or “snacks”—focused on one of four areas: fundraising, media, policy, or persuasion. For more, visit our website: www.thecommonwealthpartners.com.

  • April 29 · 4 min

    #74 Fear, Uncertainty, & Doubt

    What is FUD: Acronym: Fear, Uncertainty, and Doubt Created by former IBM engineer Gene Amdahl 50+ years ago Appeals to emotion rather than fact Virginia Election Case Study: Redistricting ballot: over $80 million spent Yes side won by less than 2 percentage points Exit polls: many voters still uncertain what they voted on How Both Sides Used FUD: Yes Side: Messaging: protecting democracy, stopping Trump Misleading ballot language ruled by judge Mailers disguised as "local newspapers" No Side: Themes: protecting voting rights, stopping power grab Used 2017 Obama clip condemning gerrymandering against his own endorsement When to Use FUD: 1. One-off Decisions Ballot questions without party labels 2. Playing Defense Getting voters to hesitate or stick with status quo Lower bar than getting action 3. Issue-Based, Not Person-Based Focus on policy consequences, not opponent Easier for voters to admit policy isn't working than being wrong about a person Lets voters "be right again" without feeling they changed their mind Caution: FUD only gives reasons against something Must pair with positive message about what you'll do Bottom Line: Use FUD sparingly for one-off decisions, defense, and issue-based arguments - always combine with positive messaging. For more campaign messaging tactics, refer to the accompanying one-page PDF. Winning Edge gives you the tools you need to lead and influence in the political and policy arenas. Every other week, Winning Edge releases short (approximately 5-minute) spots—or “snacks”—focused on one of four areas: fundraising, media, policy, or persuasion. For more, visit our website: www.thecommonwealthpartners.com.

  • April 15 · 3 min

    #73 The 90 Second Phone Pitch

    This week marks just over 200 days until Election Day. Just 29 weeks. If you haven’t started fundraising yet, now is the time. In previous episodes, we’ve covered how to overcome your fear of fundraising, how to make your first ten calls, who makes the best donors, and how to think of the people you’re calling as partners in your campaign. But this is a unique environment. What do you actually say when you get someone on the phone? Here’s a short script that sets the stakes, makes the ask, and shows why the donor should partner with you. [Small talk for 2-5 minutes. Ask about them first, then share a bit about yourself if they don’t know you. ] I know you are busy, but I just wanted to take a minute to update you on my campaign. Last cycle, the Left dumped over $4 million into a single Pennsylvania House race. They’ll do it again. But this time, we’ll be ready. We are one seat away from taking back the House majority, and the Left knows it. Look at what happened in Virginia in just three months when they got unchecked power. We can’t let that happen here. That’s why I’m running for [office]. We are going to win this seat and take back the majority. Here’s how we are going to win. It comes down to three things: First, hard work. I’m already knocking doors and I’ll hit [X] thousand more before November. No mailer, lawn sign, or social media post beats looking someone in the eye, hearing what matters to them, and asking for their vote. Second, affordability. People are struggling to make ends meet, and lowering costs for Pennsylvanians will be my focus from day one. Third, money. None of that happens without the money to compete. That's why I'm calling you today. Let’s take back the House and get Pennsylvania back on track. [Asking for a range] I’m looking for 30 committed supporters to join me with a donation between $1,000 and $10,000. Will you be one of them? [Asking for a specific amount] Will you support my campaign with a donation of $2,000? That’s it. Don’t overcomplicate it. Tweak the script to fit your voice and start making calls. The first few will be uncomfortable. Then you’ll find your rhythm. Make calls every week and within three weeks money will start coming in. Give it two months and you’ll have real fundraising momentum. But it only starts when you make the ask. No one can do that for you. And here’s the truth—the people you’re calling want to be part of something that matters. You’re giving them the chance to partner with your campaign and be part of something that changes Pennsylvania. But it only happens if you call them and ask. Bottom line: This week, call ten people and use this script to ask for a donation. Winning Edge gives you the tools you need to lead and influence in the political and policy arenas. Every other week, Winning Edge releases short (approximately 5-minute) spots—or “snacks”—focused on one of four areas: fundraising, media, policy, or persuasion. For more, visit our website: www.thecommonwealthpartners.com.

  • April 1 · 4 min

    #72 The Phone Coach

    The Problem: Gap between the anticipated fear and the reality of fundraising calls - we talked about this previously in Episode #20 Candidates imagine donors will be annoyed or reject them Reality: Most donors are flattered, want to help, or politely decline The gap between what we fear and what happens is huge The Solution: Phone Coach App Link: https://practice.7figurefundraising.com/phone-coach Simple goal: help you make five fundraising phone calls Uses ladder approach from Winning Edge #20 Repeated exposure reduces fear through experience How Phone Coach Works: Before Each Call: Rate your discomfort/anxiety level (1-10) After Each Call: Rate how it actually went Almost everyone discovers anxiety was higher than reality Seeing this gap makes next call easier Key Features: Helpful reminders: "Most donors want to help" All data private, kept on your phone Helps brain learn what to expect Identifies gaps between fear and reality 5-Step Process: Use Phone Coach app and choose first 5 people to call Rate anxiety level before Call #1 Make call using standard pitch Rate how it actually went Repeat for all 5 calls and watch pattern emerge Action Step: Book 30 minutes this week and make five calls using Phone Coach Bottom Line: Fundraising calls feel worse in your head than they are. Phone Coach proves this in just five calls - make the calls, see the gap, watch your fear shrink. For more tips on overcoming fundraising anxiety, refer to the accompanying one-page PDF. Winning Edge gives you the tools you need to lead and influence in the political and policy arenas. Every other week, Winning Edge releases short (approximately 5-minute) spots—or “snacks”—focused on one of four areas: fundraising, media, policy, or persuasion. For more, visit our website: www.thecommonwealthpartners.com.

  • March 18 · 6 min

    #71 Practice Without Pressure

    The Problem: Every interview is high-stakes for candidates Every question could be recorded and go viral Can't afford to mess up, but nobody is born great at answering tough questions Like expecting NFL players to learn plays during the Super Bowl The Solution: Low-Stakes Practice Introducing The Briefing Room - an app for practicing tough questions without pressure Build skills at home, in car, or during 5-minute breaks How The Briefing Room Works: Practice answering tough questions you'll face on campaign trail Add custom questions you expect to get Test different answer tactics without camera pressure Build muscle memory until answers feel natural Hardcore Mode: Records your answers for playback Fastest way to improve by hearing yourself Catch "ums" and "you knows," notice when you ramble Three Answer Tactics to Practice (from Winning Edge #24): 1. Two Points Pause, say "That's a great question. It comes down to two things." State first point while thinking of second 2. Story + Insight Start with "That reminds me of..." Share relevant story, wrap with one-sentence insight Stories are more memorable than facts 3. Thinking Then and Now (Advanced) Validate their view: "I used to think the same thing..." Explain what changed your perspective Help people reconsider without admitting they were wrong Bottom Line: Practice in low-stakes environment so you can perform when stakes are high. Just 5-10 minutes daily for a few weeks improves your ability to answer tough questions. For more tips on answering tough questions, refer to the accompanying one-page PDF. Link to The Briefing Room app. Winning Edge gives you the tools you need to lead and influence in the political and policy arenas. Every other week, Winning Edge releases short (approximately 5-minute) spots—or “snacks”—focused on one of four areas: fundraising, media, policy, or persuasion. For more, visit our website: www.thecommonwealthpartners.com.

  • March 4 · 4 min

    #70 One-minute Reps

    The Wax Museum Lesson: Fourth graders memorized 90-second speeches about historical figures Kids rushed, focused on exact wording rather than audience Sounded like recordings, not natural communication Similar to how many adults approach public speaking The Problem with Traditional Advice: Memorizing scripts makes speeches sound robotic Most real speaking happens off the cuff: town halls, Q&A, conversations Need to speak naturally from bullet points, not scripts Four Key Principles: 1. Stop Thinking of Speech as "Right Words" Confidence, tone, and clarity matter as much as words Know what you're trying to say, not perfect phrasing 2. Think of It as a Conversation Best presentations feel like talking with audience, not delivering memorized lines 3. Talk to Audience, Not at Them Lead audience somewhere, don't create distance Pick friendly faces and explain like you're across a table 4. Try the One-Minute Rep Practice first minute without notes Pick one thing to improve and run again (4 times, 5 minutes total) Next day: work on next minute By end of week: connect sections for full reps More comfortable than memorizing everything Action Steps: Treat every speech like a conversation Practice one minute at a time with no notes Don't worry about saying it the same way twice Focus on finding your most natural delivery For more tips on natural speaking techniques, refer to the accompanying one-page PDF. Winning Edge gives you the tools you need to lead and influence in the political and policy arenas. Every other week, Winning Edge releases short (approximately 5-minute) spots—or “snacks”—focused on one of four areas: fundraising, media, policy, or persuasion. For more, visit our website: www.thecommonwealthpartners.com.

  • February 18 · 4 min

    #69 Breaking a Wave

    In 1950, two French engineers faced a problem they couldn’t solve the old way. They didn’t have the resources to build bigger seawalls, so instead of trying to stop the wave, they asked how to break it apart. The result was the tetrapod, a simple design that disperses force from any direction. It doesn’t fight the wave head-on. It absorbs and breaks it. Campaigns face storms, too. Negative ads Outside money Sagging turnout Tough interviews A fight for voter attention When pressure hits, many candidates default to what they are most comfortable with. They knock more doors. They attend more events. They try to outwork the storm in one area. But resilience in a campaign comes from strength across four areas. Build Your Campaign Tetrapod: A clear stump speech that explains why you are running. Learn more with the links to other episodes below #68- The Gas Station Pitch #57 - Say It Until It Sticks #48 - 5-Part Persuasive Speech #31 - The Lego Man Stump Speech Answering tough questions with confidence #24 - Answering Tough Questions #25 - Mastering Unscripted Answers A consistent, disciplined fundraising system #20 - Overcoming Fundraising Fear #66 - Create a Fundraising System, Not a Goal #46 - 10 Call Rule #18 - Start Your Campaign Fundraising Short, memorable stories voters repeat to others #64 - Start a Story People Want to Hear #50 - Tell the Second Story #22 - Creating Your Character Story You don’t need to improve all four at once. Just pick one arm this week. Because when the next wave hits, preparation is what breaks its force. Click here for a one-pager handout. Winning Edge gives you the tools you need to lead and influence in the political and policy arenas. Every other week, Winning Edge releases short (approximately 5-minute) spots—or “snacks”—focused on one of four areas: fundraising, media, policy, or persuasion. For more, visit our website: www.thecommonwealthpartners.com.

  • February 4 · 2 min

    #68 The Gas Station Pitch

    Every candidate needs a short gas station pitch: the 60–90 second version of why you’re running. It’s the answer you give at a gas station, a coffee shop, or the church lobby when someone asks, “So why are you running?” The challenge is there’s not much time. Do you talk about issues? Yourself? Them? Do you ask a question? Here’s a simple formula that keeps your pitch friendly and conversational. The Gas Station Pitch Say your name and the office you’re running for. Name one problem you’re running to fix. Ask an open-ended question. For example: “Hi, I’m John Smith, running for State Representative. I’m running to fix the roads here, they’ve become a real problem the last couple of years. What’s the one issue you’d like to see fixed at the Capitol?” The goal here is to be remembered. Most people make a quick gut decision about whether they like you. Being friendly helps, but it’s not enough. When they talk about you later, they don’t want to say, “I just liked him.” They want to say: “He seemed nice and I liked what he said about fixing the roads.” By naming one specific problem you want to fix, you give people a reason for why they liked you. The pitch worked if someone remembers you an hour later. If they can’t finish the sentence, “He’s the candidate who wants to fix ___” your pitch isn’t ready. As you’re running for office, spend time on your Gas Station Pitch. Pick one issue with broad appeal. Practice saying it clearly, and end with a question. Checkout our one page PDF Winning Edge gives you the tools you need to lead and influence in the political and policy arenas. Every other week, Winning Edge releases short (approximately 5-minute) spots—or “snacks”—focused on one of four areas: fundraising, media, policy, or persuasion. For more, visit our website: www.thecommonwealthpartners.com.

  • January 21 · 3 min

    #67 Workout Your Stump Speech

    After ending Seinfeld, Jerry Seinfeld threw out his old material and rebuilt a stand-up act from scratch. In the documentary Comedian, you see even a legend bomb, forget punchlines, and get heckled—then keep going. That’s the lesson for candidates: speeches don’t get good by thinking. They get good by reps. Your stump speech needs a gym. Over the next few months, every event—Lincoln Day dinners, Rotary clubs, community meetings—is a chance to test what works. The Hand Approach (from Winning Edge #48) Hook – Story, statistic, or question Hold – 3 things, 2 contrasts, or 1 big idea Hurdle – Address the objection people won’t say out loud Handoff – Clear call to action What to practice Hook: why you’re running, character stories, questions, stats Hold: 3 priorities, 2 reasons, 1 defining issue Hurdle: name and answer the concern in their head Handoff: sign up, give, volunteer Treat every speaking opportunity as an experiment. Keep what lands. Cut what doesn’t. By spring, you’ll have a clear, tested stump speech that works. Check out our free one page [Free PDF Here] Winning Edge gives you the tools you need to lead and influence in the political and policy arenas. Every other week, Winning Edge releases short (approximately 5-minute) spots—or “snacks”—focused on one of four areas: fundraising, media, policy, or persuasion. For more, visit our website: www.thecommonwealthpartners.com.

  • January 7 · 3 min

    #66 Create a Fundraising System, Not a Goal

    Most candidates don’t fail at fundraising because they can’t do it. They fail because they never get started. In this episode, we break down why systems beat goals when it comes to raising money—and how a small, repeatable fundraising system compounds fast over a campaign cycle. Key takeaways: Why 50–100 focused fundraising hours is usually enough to win The hidden flaw in “goal-first” fundraising plans How a systems-first approach removes friction and procrastination Two simple fundraising systems that work: Time-based: 1–2 hours per week (or per day for statewide races) Activity-based: 10 calls per week (or 20 calls per day) How systems shift your identity—from “someone who needs to fundraise” to a good fundraiser Related episodes: The 10-Call Rule – Winning Edge #46 4 Steps to Start Your Fundraising – Winning Edge #18 Download the one-page summary: [PDF Link Here] Winning Edge gives you the tools you need to lead and influence in the political and policy arenas. Every other week, Winning Edge releases short (approximately 5-minute) spots—or “snacks”—focused on one of four areas: fundraising, media, policy, or persuasion. For more, visit our website: www.thecommonwealthpartners.com.

  • Dec 17, 2025 · 4 min

    #65 The Middle of a Good Story

    Most people know how to start a story. But few know how to keep people listening once they’re in it. In this episode, we break down what actually makes the middle of a story work, using a Nate Bargatze clip (played in the episode) as the case study. Key ideas: Why great storytellers rely heavily on dialogue How two or three details can paint an entire scene Why stories move through action and reaction, not timelines The difference between a story and a Wikipedia entry How cause-and-effect keeps listeners engaged A simple framework to use immediately: Open strong Add dialogue Add a few details Show action then reaction Good stories are never great the first time. You need to test it, revise it, and tell it again. [Free PDF Here for Making a Story Using the Tools Discussed Here] Winning Edge gives you the tools you need to lead and influence in the political and policy arenas. Every other week, Winning Edge releases short (approximately 5-minute) spots—or “snacks”—focused on one of four areas: fundraising, media, policy, or persuasion. For more, visit our website: www.thecommonwealthpartners.com.

  • Dec 3, 2025 · 4 min

    #64 How to Start a Story People Want to Hear

    The hardest part of storytelling is knowing where to begin. Most people start with way too much setup… or none at all. Use one simple formula to fix it: “So…” + Specific Time + Person + Action + Place + Goal/Tension Why it works: your listener instantly knows what’s happening and why it matters. A good opening line buys you attention for the next 90 seconds. Keep stories tight: 90–120 seconds is enough to land a point. Script your first line, test it, tweak it, and use it everywhere. Download the one-page summary: [PDF Link Here] Winning Edge gives you the tools you need to lead and influence in the political and policy arenas. Every other week, Winning Edge releases short (approximately 5-minute) spots—or “snacks”—focused on one of four areas: fundraising, media, policy, or persuasion. For more, visit our website: www.thecommonwealthpartners.com.

  • Nov 12, 2025 · 2 min

    #63 Focus on What We Control

    Summary Over the last 25 years, American politics has swung back and forth like a pendulum—every “permanent majority” has proven temporary. From Bush’s “thumpin’” in 2006 to Trump’s return in 2024, one truth stands out: no single win defines the next one. This episode is a reminder to focus on what we can control. Key Points 2000: Florida recount and a divided nation. 2004: Talk of a “permanent Republican majority.” 2006–2008: Democrats surge back under Bush and Obama. 2010–2024: Power ping-pongs between parties nearly every cycle. Lesson: Politics never stays still, and neither should your campaign strategy. Takeaway The best strategy isn’t predicting the future, it’s preparing for it. You control how many fundraising calls you make. You control how well you prepare and practice. You control how deeply you connect. Quote of the Week “Work with what you have control of and you’ll have your hands full.” — Admiral James Stockdale Source: Stockdale, Courage Under Fire: Testing Epictetus’s Doctrines in a Laboratory of Human Behavior (Hoover Essays Book 6), pp. 7–8. Listen or download the one-page summary: [PDF Link] Winning Edge gives you the tools you need to lead and influence in the political and policy arenas. Every other week, Winning Edge releases short (approximately 5-minute) spots—or “snacks”—focused on one of four areas: fundraising, media, policy, or persuasion. For more, visit our website: www.thecommonwealthpartners.com.

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