"Money must be in service of message"
When you review your campaign budget, can you say with certainty that the money you spend is always in service of the message you're trying to get out there?
If your message is: "I'm a small business owner who knows how to create jobs in our city and my opponent has continuously supported regulations that harm business" does the money you spend support that theme?
For example, if you choose to send a mailer out talking about your opponent's record as a school board member five years ago, does that support your focus on job creation? Probably not.
Particularly in small city and county elections, you'll have time to get one message across to voters. By the end of the campaign, they'll know one thing about you or zero things about you. Make sure the money you spend is always in service of the message you're trying to convey.
That means you focus your spending on one message. You don't spend money on balloons and frisbees, you don't spend money on a palm card that doesn't reinforce your jobs-focused message and you don't spend 50% of the budget on yard signs.
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