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The candidate should be able to sum up his or her message in five words or less. When I worked on the Clinton campaign, the mantra ‘It’s the economy, stupid’ trumped any negative message. It helps to have a great politician. It’s odd how frequently that issue is overlooked. Sincerity, honesty and a clear position on issues that really matter. Negative ads have their place, but they cannot be the only message. You need to drive people to the polls, not away from them.
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