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Croshaw Printing and Direct Mail, Inc can provide your campaign with the best quality Printing, Mail Services, Graphic Design, Voter Lists, Walk Lists, Phone lists, Personalized Letters, GOTV cards, Doorhangers, Signs, and any other types of printed materials.

The Campaign's in the Mail
by Paul Croshaw

The most important thing in most if not all local races is mail. Simple put, if you don’t mail, you will not win. Yes, all that election junk from your mailbox that is sometimes bad, boring or patronizing does have an effect. Hopefully you can make yours better.

Mail in local races is even more important than walking. Now, walking is extremely important. As a matter of fact, it’s the second most important thing you can do. But walking without mail will generally not win you the race. Where as mail by itself can get you elected. If you mail and walk, that’s a dynamite combination.

Think about the last Judge you voted for. Don’t know anything about him except for the one card you received in your mailbox before election day. I bet it was an distinguished photo of him sitting behind a desk with a shelve of books and the American flag in the background. On the other side of the card it lists the schools he went to and the degrees he has earned. It probably also listed his community involvement and a little about his family.

Now, this judicial candidate’s opponent did not send out any mail at all and you never heard of him before. Who are you going to vote for? You may have no idea that the candidate who sent you the card may be despised by his co-workers, runs a liquor store and has never practiced law a day in his life even though he maintains his law license.

With mail you get to tell your story, your way. Mail also gives you credibility, gives the voter your message and ideas, and it helps people remember your name. It doesn’t matter if you’ve been a Little League coach for 20 years in the same city and every weekend for fun you like to paint over graffiti, your neighbors don’t know who you are.

As a general rule, 20% of the people who get political mail will throw it right away. The next 20% will look at the front headline, then throw it away. The next 20% will look at the front & back headlines, then throw it away. The next 20% will look at the front, back and inside headlines, then throw it away. The last 20% will read every word, and may not throw it away until after the election.

Most elections are won by that swinging middle. Usually 1% to 10% that can go ether way. So design your mail for that 20% who read every word.

Mail is also the most cost-effective way to campaign in local races. Because, you don’t have to mail to every household in the district. You don’t even have to mail to every registered voter. There are companies that specialize in political list & labels that gather information on who actually votes. They can tell you who votes in Presidential races, primary races or even who votes in local off year or off month races. This voter history for local races is extremely important. Mail to people that vote.

Remember that mail is your first priority. Think about how you’re going to integrate the psychology of candidate building into your mail. Your budget should reflect that mail comes first. Do not buy signs, computers, ads in local newspapers, billboards or even a new conservative tie for yourself until you’re comfortable that you can raise the money for the mail program you need to win.

Now, you may say “of course he pushes direct mail, he’s in the mail and printing business!” Yes, it’s true. That is my business. But, I didn’t go into the direct mail business first and then stumble into the political side of the business. I recognized first the importance and need for a company to specialize in political mail. Remember, I’ve been in your shoes.