Take a deep breath and open your mind.
Consumers first buy what they need, then they buy what they want. If you can't convince voters they need you, then you need to make them want you.
What makes voters believe they need you? Well, think about what makes a consumer believe they need a drill. They don't need a drill because they need a drill. They need a drill because they need a hole. The drill is simply a way to get the hole. Another example, people don't especially buy a lawn mower because they need a mower. No, what they need is shorter grass, the mower is just a way to get the shorter grass. They choose a mower based on a happy medium between benefits and what they can afford.
Likewise, voters don't need a State Representative ... they need say ... lower taxes. So what they need is a tax cutter. Are you a tax cutter? Because if you are a proven tax cutter then you are what they need to get lower taxes.
Here's the difference:
1) "I'm running for State Representative and I'll fight hard to cut your taxes."
2) I'm a tax cutter running for State Representative.
1 says what you'll do. 2 says what you are. 1 is politics. 2 is marketing.
Can people also want what they need? Sure. But the point is, nobody needs or wants a State Representative. But I'll bet you'll find a whole bunch of people who need and want a tax cutter.
So what do the people in your District need? What do they want? What are they in the market to buy?
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