When you put your campaign plan together, you want to know how many voters to talk to. Which ones are important? Narrowly targeting your "voter universe" helps you save time and focus only on the voters who intend to vote and can be influenced.
Check out the graphic above. Candidates are often surprised by how few voters "matter" in an election. When you begin to pare down the voter universe by cutting unregistered voters, lazy voters, partisan voters, you greatly shrink your universe.
Think about the example above: 1 out of 18 people in your district should be targeted. Consider how much time and money it saves the campaign to effectively target the universe of voters you contact.
If you would like more information on how to do voter targeting, get in touch with me here.
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