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I was looking at Louisiana Secretary of State candidates the other day. I came across one who had a website, Facebook, Twitter, and Instagram. And they all told me nothing.
The candidate used a slogan repeatedly, but there was no indication of what that slogan really meant.
Let's take Shirley Chisholm's Presidential run for example. Now, she didn't even win the Democratic nomination (and that's another story), but Shirley had a memorable campaign slogan: Unbought & Unbossed.

She didn't just say she was unbought and unbossed; she showed you how.
She stood against the Vietnam War, called for ending job and pay discrimination, said we need to address the inequities in the housing market, and more. And she was consistent.
Her political rival even told his crowd "[Chisholm] says the same thing in Chicago that she says in Florida. I respect people, whether I agree with them or not, who say the same thing and don't talk out of both sides of their mouths."
She told and showed what "Unbought and Unbossed" meant. You didn't have to wonder.
And that's a lesson. If you're going to have a slogan or other content that you want other people to get on board with, make it *say* something. Make it obvious.
I messaged that candidate and told them they might make a good SOS for Louisiana, but I don't know because I don't know what their slogan means or what they plan to do.
I mean, an issues page or a "my vision for Louisiana" or at the least one line about a problem they intend to fix or a positive they want to build on. Give me SOMETHING.
Give me a specific example of how you serving as SOS would be good for #Louisiana, so I, the voter, can go into the booth with the idea "So-and-so plans to do this and this" and want to press the button by your name. #geauxvote #contentstrategy
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