“There’s this myth that influencing people is about convincing them to go to your side. But it’s really more of finding people who are already on your side and showing them you’re aligned.”
In a recent interview with Richard Jacobs, host of the Finding Genius and Good Question podcast, Woodrow Johnston shared insights on political consulting, campaign strategy, and how polling shapes elections.
Woodrow Johnston, the CEO of Revere Solutions LLC, has built his career on helping underdog candidates win elections against overwhelming odds. He specializes in campaign strategy, messaging, polling, and media outreach. His track record includes managing campaigns where he has been outspent 10 to 1 and still secured victories.
Winning with Limited Resources
Johnston thrives on helping candidates who lack institutional backing and significant funding. He has managed campaigns where opponents had vastly more financial support, yet he developed targeted strategies to secure victories.
When asked, Johnston agrees that money is indeed crucial. However, he insists that strategic messaging, voter engagement, and efficient resource allocation can still level the playing field. He therefore advises candidates to focus on direct voter contact rather than expensive – and sometimes ineffective – campaign materials.
“Most candidates waste money on yard signs and bumper stickers when they should be spending it on direct outreach to voters,” he says.
Johnston’s approach emphasizes maximizing impact with minimal spending, ensuring that every dollar contributes to voter persuasion.
The Role of Polling in Campaigns
Johnston also highlights the importance of polling in modern campaigns.
In the interview, he explains that internal polls provide a better understanding of voter sentiment than public polls, which are often used for media narratives rather than accuracy.
“Never trust a poll you didn’t pay for,” he states, emphasizing that campaigns rely on private data to refine their strategies.
What’s more, Johnston discussed how polling helps campaigns identify which issues matter most to voters. Instead of pushing generic talking points, his team ensures candidates focus on topics that will sway undecided voters. This data-driven approach allows campaigns to craft messages that resonate with their target audience while avoiding issues that do not move voters.
The Challenges of Political Consulting
Johnston addresses the difficulties consultants face in managing campaigns. He notes that candidates often overestimate their ability to influence voter behavior and underestimate the challenges of fundraising.
“You can do everything right and still lose,” Johnston points out. He cites external factors such as national political trends and media influence.
Another challenge they face is candidate management. Johnston explaines that many first-time candidates struggle with the pressure of running for office. His role often includes advising candidates on how to handle negative press, opposition attacks, and internal campaign disputes.
Johnston also discusses ethical concerns in political consulting. He acknowledges that some campaigns engage in deceptive tactics, but he stresses that he prioritizes strategic planning over unethical maneuvers.
Ultimately, Johnston’s goal is to create efficient, effective campaigns that rely on voter engagement and clear messaging.
Looking Ahead
Through Revere Solutions LLC, Johnston continues to refine campaign strategies that empower conservative candidates, particularly those who face significant challenges. His work focuses on equipping candidates with the tools and knowledge necessary to compete and win, regardless of financial disadvantages.
Johnston’s insights highlight the evolving nature of political consulting. His focus on data-driven strategy and efficient resource use sets him apart in an industry often dominated by well-funded campaigns. As elections become more competitive, his expertise will continue to shape the landscape of political strategy.
