You better be able to defend it after the attack - so don't stretch it. In other words, if the guy's guilty of A and B, don't make him guilty of A, B, and C. That's what a lot of people do.

I've found increasingly less effectiveness with the man-on-the street type of stuff that was very standard fare for years. It can still be effective, but it's got to be done well.

It is a tremendous sacrifice to run for political office in America today.

You better be able to defend it after the attack - so don't stretch it. In other words, if the guy's guilty of A and B, don't make him guilty of A, B, and C. That's what a lot of people do.

In general, I think man-on-the- street ads and endorsement spots are having less and less effect on people. The electorate's getting very sophisticated, and they want to make their own judgments.

If you're running because you want a job that's prestigious or because you have this vague knowledge that you're better than everybody else, you're easier to beat.

If you are a good communicator, be unique: put yourself in your own commercials and do something a little different. To the extent you can focus on what it is you want to change, what it is you know how to change, and what it is you think will make life better for other people, you're going to do better.