The undecided also count

In any country, a significant number of people have no party affiliation and no particular preference for any political organization. Yet they are the ones who can tip the balance in favor of one candidate on election day. In political terms, they are known as undecided voters.

Undecided voters usually make their choice in the final days of a campaign, often just before they cast their ballot. That is why political communication designed to reach them is daily work. It cannot be neglected at any moment. It requires an intelligent, motivating, and innovative campaign that succeeds in presenting the candidate as a viable option.

I do not want to reduce the term “undecided” to what was described at the beginning of this piece. In every election there is also a relevant number of undecided voters for a range of reasons: people unhappy with the current government but who still sympathize with the ruling party; first-time voters; people who do not identify with a particular party but see a genuinely good option in that party’s candidate; or people who sympathize with one party but consider the candidate of another party the better choice. There are many reasons someone may be undecided, and those reasons do not repeat in the same way or in the same proportions from one election to another. That does not mean they should be left out of the electoral strategy. They are there, and it makes sense to try to win their vote because the returns can be significant.

Below are nine recommendations for capturing the attention of undecided voters. This is an important part of running a successful electoral campaign:

1. Never confuse undecided voters with abstainers. The undecided voter will vote; they simply do not yet know for whom. Even if at the start of the campaign they show some sympathy for a candidate, that does not translate into a guaranteed vote. The abstainer is the person who lacks the motivation to vote at all (which may begin as indecision about whether to participate). It remains an important task for everyone to show them how relevant it is to take part in electoral processes in their regions or countries, thereby strengthening democracy.

2. Make clear that you are the better option, not simply more of the same.

3. Maintain consistent interaction on social media with your followers and supporters. Undecided voters read, watch, and notice. Over time they become more engaged in the process.

4. Present original ideas in your governing platform—ideas that are easy to understand but defensible against criticism or attack in any setting.

5. Your image is unique. Highlight your qualities to begin marking a difference.

6. Create a unifying campaign slogan that appeals to reason, values, and emotion.

7. Depending on the type of campaign, identify swing states or localities carefully and maintain an active presence there. Talk to people, ask for their views, and show that you understand their problems or aspirations.

8. Apply selective exposure so that you achieve selective attention and retention. This increases the likelihood of motivating undecided recipients of your political communication.

9. Remember that many of these voters, precisely because of their indecision, have questions and are looking for answers. Do not be the one who fails to provide them.

Finally, a reflection: the undecided also count. Never underestimate their number in an election. If it were true that they lack the capacity to place a candidate in a winning position, the candidate of the party with the most registered members and the most enthusiastic supporters would always win. Do you believe that is how it works?