How to Write Winning Political Copy: Timeless Principles Meet AI Innovation
Adapting Ogilvy's Advertising Masterclass for Modern Political Campaigns
The fundamentals of persuasive writing haven't changed since David Ogilvy revolutionized advertising in the 1960s. What has changed is our ability to implement these principles at scale using AI tools. Whether you're running a school board race or a county commissioner campaign, these timeless copywriting rules—powered by modern AI—can help you cut through the noise and connect with voters.
Part I: Crafting Headlines That Win Votes
The 80-20 Rule of Political Communication
Five times as many voters read your headline as read your full message. When you write your headline, you've spent 80 cents of your campaign's communication dollar. If you haven't done some persuading in that headline, you've wasted the majority of your opportunity.
The deadliest sin? Running a campaign message without a clear headline. I still see candidate posts that jump straight into policy details without flagging down the specific voters who need to hear that message.
The 16 Principles of Political Headlines (AI-Enhanced)
1. Target Your Specific Voter Segments
Your headline should act as a filter for the exact voters who are prospects for your message.
Example: If you're addressing parents concerned about literacy, use "PARENTS OF ELEMENTARY STUDENTS" in your headline—it catches the eye of everyone affected by reading scores.
AI Implementation:
Use ChatGPT or Claude to generate 10+ targeted headlines for different voter segments
Prompt: "Generate 10 headlines targeting [specific voter group] about [policy issue], focusing on their specific concerns"
2. Appeal to Self-Interest
Every headline should promise voters a benefit.
Traditional Ad: "HOW WOMEN OVER 35 CAN LOOK YOUNGER" Political Adaptation: "HOW LEWISVILLE HOMEOWNERS CAN REDUCE PROPERTY TAX BURDEN"
AI Implementation:
Use AI to identify the top 5 self-interest angles for each policy position
Tools: Claude with web search for current voter concern data
3. Inject News Into Your Headlines
Voters are constantly looking for new developments, fresh approaches, or improvements to old problems.
The Two Most Powerful Words: FREE and NEW. You can rarely use FREE in politics, but you can almost always use NEW—if you work hard enough to find the new angle.
AI Implementation:
Prompt: "What's the newest angle on [policy issue]? Find 3 ways to frame [your position] as a fresh approach"
Use Perplexity or Claude with search to find recent developments in your issue area
4. Power Words That Move Voters
Based on extensive testing, these words consistently drive engagement:
Action Words: HOW TO, SUDDENLY, NOW, ANNOUNCING, INTRODUCING, IT'S HERE, JUST ARRIVED, IMPORTANT DEVELOPMENT, IMPROVEMENT
Emotion Words: AMAZING, SENSATIONAL, REMARKABLE, REVOLUTIONARY, STARTLING, MIRACLE, MAGIC, OFFER, QUICK, EASY, WANTED, CHALLENGE, ADVICE TO, THE TRUTH ABOUT, COMPARE, BARGAIN, HURRY, LAST CHANCE
Political Applications:
"HOW TO: Stop Rising Property Taxes in Denton County"
"JUST ANNOUNCED: New Plan for School Safety"
"THE TRUTH ABOUT: Page 4 Voting in Local Elections"
"LAST CHANCE: Early Voting Ends Friday"
AI Implementation:
Create custom GPT instructions: "Always incorporate power words from this list when writing political headlines..."
Use AI to A/B test headlines with different power word combinations
5. Emotional Connection Words
Test after test shows that emotional words dramatically increase engagement: DARLING, LOVE, FEAR, PROUD, FRIEND, BABY (in family context), HOME, SAFE, FUTURE, CHILDREN, COMMUNITY, TOGETHER.
AI Implementation:
Prompt: "Rewrite this campaign message incorporating emotional connection words while maintaining authenticity"
Use sentiment analysis tools to test emotional resonance
6. Avoid Excluding Potential Supporters
Don't slant your headline toward one group if your message could appeal to others. If you're advertising a solution that helps both renters and homeowners, don't frighten renters away by only addressing homeowners.
7. Long Headlines vs. Short Headlines
The Research: Headlines containing six to twelve words pull the most engagement, and there's no significant difference between the readership of twelve-word headlines and three-word headlines.
The Sweet Spot: 6-12 words that contain both NEWS and INFORMATION consistently generate more action than short headlines.
Best Example I've Written: "On Page 4 of Your Ballot: The School Board Race That Determines Reading Instruction" (15 words)
AI Implementation:
Prompt: "Expand this 3-word headline into a 10-word headline that includes news and voter benefit"
Use AI to generate multiple length variations for testing
8. End With a Lure
Voters are more likely to read your full message if your headline arouses their curiosity. End with a compelling reason to keep reading.
AI Implementation:
Prompt: "Add a curiosity-generating ending to this headline that makes voters want to learn more"
9. Avoid Clever Wordplay
Some campaign managers write tricky headlines—puns, literary allusions, obscure references. This is a mistake.
In a crowded information environment, voters scan so fast that they don't stop to decipher clever headlines. Your headline must communicate what you want to say in plain language.
Bad: "A Rising Tide of Change" (What does this mean?) Good: "New Flood Prevention Plan Protects 1,200 Homes"
AI Implementation:
Prompt: "Review this headline for clarity. Rewrite removing any puns, metaphors, or obscure references. Make it direct and factual."
10. No Negatives in Headlines
Research shows it's dangerous to use negatives in headlines.
Bad: "NO MORE WASTEFUL SPENDING" Many voters will miss the negative and go away with the impression you wrote "MORE WASTEFUL SPENDING."
Good: "RESPONSIBLE BUDGET MANAGEMENT"
AI Implementation:
Prompt: "Rewrite these headlines removing all negative constructions (no, not, never, none) and replacing them with positive alternatives"
11. Avoid Blind Headlines
Don't write headlines that mean nothing unless voters read the body copy underneath. Most won't.
AI Implementation:
Test with AI: "Does this headline make sense on its own without reading the body text? If not, rewrite it so it does."
Part II: Body Copy That Persuades
Writing Campaign Messages Voters Actually Read
When you sit down to write your campaign message, pretend you're talking to a voter one-on-one over coffee. They've asked you, "I'm thinking about supporting a candidate for [office]. What would you recommend?" Write your copy as if you were answering that question.
8 Essential Principles for Political Body Copy
1. Get Straight to the Point
Don't beat about the bush. Avoid analogies of the "just as, so too" variety. Dr. Gallup has demonstrated that these two-stage arguments are generally misunderstood.
AI Implementation:
Prompt: "Remove all analogies and get straight to the factual point in this message"
Use Hemingway Editor API integration to check for clarity
2. Be Specific and Enthusiastic
Avoid superlatives, generalizations, and platitudes. Be specific and factual. Be enthusiastic, memorable, and authentic. Don't be boring. Tell the truth, but make the truth compelling.
Bad: "I'll fight for better schools" Good: "I'll add 20 minutes of daily phonics instruction in grades K-2, following the science of reading approach that increased proficiency by 40% in Houston ISD"
AI Implementation:
Prompt: "Replace every generalization in this message with a specific, measurable commitment"
Use AI to fact-check and source statistics
3. Length Depends on the Issue
For simple ballot measures: Keep copy short For complex policy positions: Write long copy—the more you tell, the more you sell
The Research: Readership falls off rapidly up to fifty words of copy, but drops very little between fifty and 500 words. Claude Hopkins once wrote five pages of solid text for Schlitz beer. In a few months, Schlitz moved up from fifth place to first.
AI Implementation:
Short copy: "Condense this policy position to under 100 words for social media"
Long copy: "Expand this policy brief into a 500-word persuasive message that builds the complete case"
4. Include Testimonials
Voters find it easier to believe the endorsement of a fellow community member than statements from the candidate themselves.
High-Impact Testimonials:
Local business owners
Teachers and first responders
Longtime residents
Former opponents who changed their minds
AI Implementation:
Prompt: "Convert these voter stories into compelling testimonial quotes following the STAR format (Situation, Task, Action, Result)"
Use AI to identify the most quotable moments from supporter interviews
5. Give Helpful Information
It hooks about 75% more voters than copy which deals entirely with the candidate. Provide service and value.
Examples:
"How to Check Your Voter Registration Status"
"Understanding Page 4: Why Local Races Matter Most"
"What to Bring to the Polls on Election Day"
AI Implementation:
Prompt: "Create 5 helpful voter education posts related to [issue] that provide value while establishing candidate expertise"
6. Avoid Bombast and Virtue Signaling
Raymond Rubicam's famous slogan reminder: "The priceless ingredient of every product is the honor and integrity of its maker."
When a campaign boasts about its integrity, or a candidate talks excessively about their virtue, voters instinctively become skeptical. Show character through actions and specific accomplishments, not proclamations.
AI Implementation:
Prompt: "Remove all self-congratulatory language and replace with specific examples of actions taken"
7. Write in Conversational Language
Use the colloquial language your voters use in everyday conversation.
Not This: "We must endeavor to facilitate enhanced pedagogical outcomes" This Instead: "We need to help more kids learn to read"
Carnation Milk Principle: "Here I sit with a can in my hand. No tits to pull, no hay to pitch. Just punch a hole in the son-of-a-bitch."
AI Implementation:
Prompt: "Rewrite this message at an 8th-grade reading level using conversational language"
Use tools like Readable.io API to check readability scores
8. Match Voter Education Levels
Don't underestimate OR overestimate voter education levels.
Philip Hauser of the University of Chicago notes: "The increasing exposure of the population to formal schooling...can be expected to affect important changes in the style of political communication."
The Balance:
Messages aimed at "average" voters on the assumption they have less than high school education are likely to find a declining or disappearing clientele
But complexity for complexity's sake alienates voters who want straight talk
AI Implementation:
Use Claude with multiple reading level outputs
Prompt: "Create three versions of this message: one for college-educated suburban voters, one for working-class voters, one for senior voters"
Part III: Visual Communication in the AI Age
How to Illustrate Campaign Materials
The Core Truth: The illustration often occupies more space than the copy, and should telegraph the same promise you make in your headline.
The Subject Matters More Than Technique
As in all areas of campaigning, substance is more important than form. If you have a remarkable story to tell, it doesn't require genius to communicate it. If you haven't got a remarkable story, not even the best design can save you.
AI Implementation for Visual Content:
Concept Generation
Use DALL-E, Midjourney, or Stable Diffusion for concept visualization
Prompt: "Create a photorealistic image showing [voter benefit] with story appeal—people should wonder 'what's happening here?'"
Photography Direction
Use AI to scout locations via Google Maps API
Prompt: "Based on this campaign message about [issue], describe 5 photo scenarios that would create story appeal and arouse voter curiosity"
Infographic Creation
Use Canva AI or Adobe Firefly for data visualization
Apply Vanessa's thick-border, color-coded style at scale
Prompt: "Convert these statistics into a scannable infographic using [brand colors]"
Story Appeal Testing
Dr. Gallup's research: Photographs that arouse curiosity ("What's happening here?") dramatically increase message engagement
Use AI to generate variations and A/B test for story appeal
Part IV: Putting It All Together—The AI-Enhanced Campaign Workflow
Your New Campaign Copy Process
Step 1: Research & Strategy (AI-Assisted)
Use web search tools to identify current voter concerns
Analyze opponent messaging for gaps and opportunities
Mine voter testimonials for authentic language patterns
Step 2: Headline Development (AI-Powered)
Generate 20+ headline options using power words
Test for clarity, emotional impact, and self-interest appeal
Refine based on reading level and target demographic
Step 3: Body Copy Creation (AI-Enhanced)
Outline key points and supporting evidence
Expand into conversational, factual copy
Add specific examples and testimonials
Check for appropriate length based on issue complexity
Step 4: Visual Concept (AI-Generated)
Create story appeal concepts
Generate initial mockups
Test for curiosity and immediate comprehension
Step 5: Testing & Refinement (AI-Analyzed)
A/B test headlines and visuals
Analyze engagement metrics
Iterate based on performance data
The Tools I Use Daily
For Copy:
Claude (strategic thinking and long-form content)
ChatGPT (quick variations and brainstorming)
Hemingway Editor (readability)
Grammarly (polish)
For Visuals:
Canva AI (graphics and infographics)
Midjourney (concept visualization)
Remove.bg (photo editing)
For Research:
Perplexity (voter concerns and issues research)
Claude with search (fact-checking and sourcing)
The Bottom Line
Ogilvy's principles work because they're based on human psychology, not advertising trends. Voters in 2025 respond to the same fundamental appeals as consumers in 1963: self-interest, news, emotional connection, specific benefits, and authentic communication.
AI doesn't replace these principles—it amplifies them. You can now:
Test 20 headlines instead of 3
Generate copy variations for different voter segments
Create professional visuals without a design team
Research and fact-check at unprecedented speed
But here's what AI can't do:
Understand your local community like you do
Know which issues matter most to your voters
Provide the authentic human stories that build trust
Make the strategic decisions about positioning and messaging
The winning formula? Timeless copywriting principles + modern AI tools + your irreplaceable local knowledge and authentic voice.
Want to implement these strategies in your campaign? I help local candidates and small campaigns leverage AI tools to compete with bigger-budget opponents. Let's talk about how these principles can work for your race.
Connect with me:
Website: The Right Influencer
Podcast: Mound Up (Local business stories with heart)
Location: Flower Mound, Texas
Remember: They can copy your tactics, but they can't copy your authentic connection to your community. Use these tools to amplify your truth, not to manufacture it.
