• Be careful never to mischaracterize your opponent. That said, what’s the harm in simply repeating the damning allegations of their disgruntled former employees?
  • Apologize whenever you slip up and vocalize what you were thinking.
  • Swiftly plant the seeds of doubt about the other candidate’s fitness to lead between effusive, gushing compliments about their spouse and children.
  • There’s always room to cram a few dozen more shots of smiling retirees and sun-drenched cornfields into your campaign commercials.
  • Even if the other party is taking low blows, voters will appreciate you taking the boring, uneventful high road that journalists struggle to write anything about.

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