> Posted by Chris Mottola on 16 March

There has always been a disturbing trendiness among political consultants. We are always pushing a new technique or style that is a game changer for the next election. (Admission: we are probably guiltier than most for creating the “latest trend.”)

The fact of the matter is people have always voted first for candidates who had a story to tell about what they’ve done in office and why they did it.

We refer to this as narrative architecture. When authentic and honest, your campaign becomes more than just a series of political ads. Your ads become the essence of who you are as an elected official.

The best of these commercials, like the best of public servants, tell the story of victims, villains, heroes and actions in an honest and self-effacing way.

Commercials that trumpet, “Here I am, aren’t you lucky!” are deservedly rejected by voters for their hubris. People don’t want a savior,  they just want someone on their side.

This above all:
To thine own self be true,
And it must follow, as the night the day,
Thou canst not then be false to any man.

—Hamlet, Shakespeare

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