After a few months and repeating your campaign speech at every stop, you are bound to hear this:
"I really like your speech, but I think people may be getting bored of hearing the same thing over and over. Maybe we should mix it up a little bit?"
You will get tired of hearing the same speech, over and over. Your spouse will get tired of hearing it. Your staff will get tired of hearing it. But they're biased. They hear you every day - the voters you need to win don't.
Consider this "Hints to Intending Advertisers," written in 1885(!) by Thomas Smith of London:
The first time a man looks at an advertisement he does not see it.
The second time, he does not notice it.
The third time, he is conscious of it's existence.
The fourth time, he faintly remembers having seen it before,
The fifth time, he reads it.
The sixth time, he turns up his nose at it.
The seventh time, he reads it through and says "Oh Brother"
The eighth time, he says, "Here's that confounded thing again"
The ninth time, he wonders if it amounts to anything.
The tenth time, he thinks he will ask his neighbour if he has tried it.
The eleventh time, he wonders how the advertisers make it pay.
The twelfth time, he thinks it may be worth something.
The thirteenth time, he thinks it must be a good thing.
The fourteenth time, he remembers that he has wanted such a thing for a long time.
The fifteenth time, he is tantalized because he cannot afford to buy it.
The sixteenth time, he thinks he will buy it someday.
The seventeenth time, he he makes a memorandum of it.
The eighteenth time, he swears at his poverty.
The nineteenth time, he counts his money carefully.
The twentieth time he sees it, he buys the article, or instructs his wife to do so.
Modern advertisers with much more research at their disposal might take exception to the order and maybe the overall number. But the point remains: you may get tired of hearing the same thing over and over, but your voters won't. They are so inundated with ads that they won't remember what you've said by the first time you get tired of saying it.
When campaign season is over, I often have 3-4 candidate speeches memorized. But I'm not the primary audience. I know who I'm voting for early in campaign season.
Your theme should be the same every time you give the speech. Feel free to mix up the examples you use, but voters need to know what you're about. And only repetition will get your message through by Election Day.
Here's an example from the 2000 Presidential campaign. The first video is George W. Bush campaigning in Missouri on February 22, 2000. Listen for Bush's themes: compassionate conservative, reformer, uniter not a divider:
Now, fast forward to Bush's victory speech (over a month after Election Day) in December of 2000. Notice the same themes (particularly "uniter not a divider") 10 months later.
So keep repeating the same message, over and over and over. When your voters walk into the voting booth on Election Day, they just might think:
"John Doe...he's the guy talking about creating jobs, right? I think I heard that. I'm voting for him."
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