Todd learned the value of focusing on a persona and how important it is to inbound success during a unique experience. In 2006 he ran for state representative in Beaver, Pennsylvania. In this chapter, Todd tells the story of the campaign.

We lived in an area controlled by one political party for as long as anyone could remember and, as in all power situations without accountability, the party had descended into corruption. One day around Christmas, I was reading another account of one of the latest insults to the electorate by the ruling party, when I put down the paper and said to my wife, “I can beat that guy.”

Believe me, I knew it was a long shot, but it was worth a try.

So, we filed the petitions with the requisite signatures, and I set out on my first campaign. With no campaign money and limited time (I was still employed full-time and needed to keep my job), we had to figure out how to reach out to approximately 20,000 people. Then we had to convince them to vote for me, an average citizen with no name recognition, no formal political organization, no volunteer organization, and no funding.

Against these odds, we developed a very simple and powerful plan. We gambled the success of our entire campaign by focusing on a very specific niche. We did the research and decided to engage only with voters who cared enough to vote in an off-year election, which represented our targeted persona and key to success.

During our research, we learned that voter information is quite extensive and available via public records. We had access to data regarding which people show up and vote each year, historical precinct voter patterns, and, in some cases, individual advocacy for certain issues known to their state party of choice.

As we reviewed the data, a powerful theme emerged. Our best path to success boiled down to targeting a very specific persona. By only talking to the people who voted in off-year, nonpresidential elections, and who resided in precincts that had a 35% or better record of voting for the long out-of-power party, we were able to maximize our impact to provide the best path to victory.

We excluded voters if they only voted in the presidential years and we only talked to prospects if they were a voter in over 50% of all possible elections for several reasons:

• They were more accepting of our message.
• They were more politically active and therefore more interested in the details.
• We had limited time and resources.

Note: Does this sound familiar in a business context? Isn't this the same challenge that all businesses face as they scale?

We did not differentiate the persona based on party affiliation because our data indicated that it was an irrelevant measure; the key metric was whether the registered voter voted over 50% of the time. This focus ensured that our message was noticed by those looking for it, who would be most receptive to it.

The “solution” that solved this persona's problem was a new face untainted by the current political machine. It was that simple. For many people in my district, it boiled down to the fact that they were sick and tired of the same old party hacks and wanted a change.

Which was perfect, because our message was all about change. I had to show up and be a credible candidate. In an inbound context, that means we had to create awareness and explain our value in the Consideration phase (see Chapter 15). Being a legitimate candidate with a genuine interest in the process and the constituents was all the change these voters needed.

We made it as easy as possible for them to engage; we listened and told them we would be as helpful as possible if we gained their trust. We didn't promise the world or make broad policy statements. We said we would be present and helpful and try to do the right thing. We built a website with content about the issues of local concern and used email to connect with supporters and to share our ideas.

With a few loyal and hardworking volunteers, and limited financial resources, it boiled down to shoe leather. We knocked on over 10,000 people's front doors, showing them with our actions that we wanted to put them first. If they were not home, we left a card with some basic information on it and then added a handwritten note to personalize our outreach. The simple act of our showing up, smiling, acknowledging their role, and asking for their support was all that many people needed to hear.

I made thousands of phone calls to likely voters who fit our targeted persona. They usually went something like this:

“Hello, my name is Todd Hockenberry, and I am running for Pennsylvania state representative. I am calling to ask for your support.”

Silence…then a tentative, “Is this really you?”

Everyone assumed I was one of those annoying-as-hell robo-calls that bombard voters in the weeks before an election. When they found out that it was the real live candidate, the content of our message or the rest of the conversation hardly mattered. Most voters were blown away by the fact that I reached out to them in a direct and personal way. I was helping first.

The incumbent hid behind his party's registration advantage and the power of his entrenched party. He employed a defender strategy built on a confidence that was not hard-won or warranted. Our team was honest, engaging, and focused on the persona. The active voter persona concerned with the issues gave us the best chance of victory.

A few weeks before Election Day the state party realized I had a shot to win and we did get a contribution for ads and district-wide mailers, but in the end, I do not believe they were all that convincing or effective. These were the same old interruption marketing techniques that politicians always use and most people ignore. Another piece of junk mail heading straight for the garbage can.

The direct mail campaign that did have an impact was a personal letter from Leanne, my wife. She knew from talking to other women voters that our district needed help. She admitted that she had reluctantly agreed to me running for office because she knew I could make a difference. The postcard was honest, straightforward, without pretense, passionate, and timely, and every word was hers.

I married way over my head.

The result? We lost the election by less than 230 votes, or less than 0.5% of the total voter turnout in the election. We earned a bit less than 50% of the vote with an electorate registered almost 3:1 against the party I represented.

And the main reason we came that close was a relentless focus on our persona.

My opponent relied on the same tactics that had always worked before. Go to the same events, meet the same people, say the same things, and deliver the same “product.” Does that sound like anyone (or any businesses) that you know?

Two years later, another candidate ran (I was his campaign manager) and we finally beat the entrenched incumbent. Most of the other local hacks were booted from office, and some were even indicted for corruption. The ringleader went to jail.

We ran our campaign like an inbound organization. Maybe I didn't lose after all.