Successful campaigns weave compelling narratives for their candidate or cause that echo timeless storytelling traditions. A strong narrative not only sticks in voters’ minds but also shapes how voters interpret all incoming new information

Imagine diving into a captivating novel. You’re immersed in vivid settings and intriguing characters, encountering heroes and villains alike. As the plot unfolds, each page reveals fresh twists and escalating conflicts, drawing you deeper into the narrative. It all builds toward a fulfilling resolution, where the story concludes.

The best campaign narratives are built like a traditional novel. Both rely on compelling storytelling to engage audiences, evoke emotions, and create lasting connections. Building a strategic narrative is not the same as a “message” or talking about “the issues.”  It’s also different than storytelling within a singular advertisement. These days, voters are inundated with information, and it’s essential to weave a narrative through which all new information can be viewed. Powerful narratives resonate deeply and inspire action.

At the heart of any great story is a protagonist (hero) with relatable challenges. In political campaigns, that protagonist is often the candidate, it can also be the voters themselves,  but it’s crucial to frame the hero within the broader context of the community they serve. Just like a novel, we must establish a setting—one that reflects the hopes and struggles of the voters. By portraying real individuals and their experiences, we create a backdrop that makes the narrative authentic and compelling.Traditionally, Republicans have been better at building narratives than Democrats.

Remember Wisconsin Governor Scott Walker? I’m sure you’d like to forget him. For years, he built his own “hero” narrative… the threats, as he saw it, were a crumbling economy, fewer jobs due to wasteful government spending, and incrementalism from fellow Republicans. He blamed (falsely) organized labor and any Democrat within pointing distance of his finger. The victims of Walker’s story were the taxpayers and anyone in need of a job. His resolution was simple: a pledge to create 250,000 new jobs (he failed by the way), cut government spending, and bust unions.

The problem for Democrats?

Walker’s narrative is terribly effective and he won his election, re-call, and re-election
(we weren’t involved in those efforts).

When we were hired in 2018 by then-State Superintendent Tony Evers to beat Walker, we knew we needed to establish a stronger narrative than the story Walker had been telling for the last 8 years.  We needed a narrative that resonated with voters. We set out to establish our candidate, Tony Evers – the former science teacher – as the hero who would bring change. The threat driving the conflict of our story: Wisconsin schools were falling behind, and teachers were being shortchanged after years of cuts; basic government functions like roads and healthcare were ignored or mismanaged; and the state was more divided than ever. The victims in our story were Middle-Class and working families and the kids of the state.  And the story’s resolution: Evers, the former teacher who knew how to improve our schools, create jobs, fix our roads, would deliver on his promises to bring change (which he did).

Conflict drives both stories and political campaigns. In literature, conflict propels the plot and engages readers; in politics, it frames the stakes. Every candidate faces obstacles—be it opposition from rival campaigns, societal issues, or public skepticism. By structuring the campaign narrative around these conflicts, we can illustrate not just what’s at stake, but why the candidate is the ideal hero to confront these challenges. This not only humanizes the candidate but also fosters a sense of urgency and purpose.

“Character development” is equally vital. In novels, characters evolve in response to their experiences. Similarly, a political narrative should reflect the growth and journey of the candidate, showcasing their values and commitment to change. This evolution should resonate with voters, emphasizing how the candidate understands their needs and is equipped to lead them toward a better future.

Consistency throughout the campaign is akin to maintaining a cohesive narrative arc in a novel. Each piece of content—whether an ad, social media post, or direct mail—should reinforce the overarching story, building trust and familiarity. For the Evers v Walker race, we institutionalized our narrative across the campaign’s messaging and with all our partner groups and allies. Every communication about the campaign fit into our narrative arc. This consistency helps voters see the candidate as a believable character in a narrative that ultimately leads them to a resolution.

Lastly, just as great authors listen to their readers, we must actively engage with our electorate, listen during the focus groups, and dive into the polling. Understanding voter concerns and incorporating their voices enriches our narrative, ensuring it reflects the community’s needs.

By approaching political campaigns with the same narrative depth and structure as a novel, we can create strategic stories that inspire and mobilize voters. Let’s tell stories that not only win elections but also foster a shared vision for the future. After all, every great campaign is a story waiting to be told—one that can ignite a movement and shape our collective journey.