How to Win an Election

Whether you’re running for the White House or dog catcher, renowned political consultant Louis Perron’s new book, Beat the Incumbent, brings objective, data-driven, academic eyes to the world of political campaigns.

For candidates, consultants, and citizens, Perron peels back the curtain to provide a step-by-step breakdown of winning (and losing) strategies in modern politics. He teaches readers how to do exactly what the title of the book suggests: “Beat the incumbent.”

After an election, there’s usually no shortage of opinions or Monday-morning quarterbacks on the outcome. Any outcome awaits an avalanche of commentary (with self-assured certainty) about who won, who lost, and why. In the recently published book Beat The Incumbent (Radius Book Group), Perron takes readers back to the foundations — to proven strategies, tactics, and decisions that lead to victory at the ballot box.

Campaigning successfully is a hurdle for everyone: incumbents, challengers, and the professionals who advise and support them. Lengthy wars of words muddy the waters for voters and observers. Many incumbents and their staff fail to read the public mood from one issue to the next, while challengers (and the electorate in general) struggle to comprehend the business of politics and politicians’ behavior.

Yet if Brexit, the presidential elections of 2016 and 2020, and the wave of electoral earthquakes still unfolding in 2024 taught us anything, it is that winning modern races is all about managing the chaos and unpredictability of today’s political setting. As the author assiduously notes, “Politics is the mastery of words,” and to master the right word, at the right time, to the right audience, requires preparation, sound strategy, and a plan.

Perron observes that more than 100,000 challengers are running for various offices this year all across the country, and based on history, most will lose. Today, everything about candidates gets scrutinized — private lives, relationships, indiscretions from over two decades ago, and even off-the-cuff jokes or remarks. To carry the standard on any issue today is a hazardous job — and as 2024 has shown, it includes physically violent risks. A challenger seeking to serve their ideals should be fully prepared for the “cage match” of modern campaigning. 

In Beat The Incumbent, Perron offers readers a full understanding of the ups and downs of running for office. Whether you’re campaigning for the White House or dog catcher, the strategies are similar. Tactics might differ, but the game of winning elections is one of mastery, like professional sports. Skilled competitors make it look easy; only when rookies and spectators step onto the field against professionals do they realize how underqualified they are. 

To be effective as a modern politician, one must have a rational mind (to align oneself with data and process) and an intuitive sense to perceive and respect the unseen and unspoken — culture, context, and emotion. With a doctorate-level background in political science and 17 years of advising presidents, senators, and governors, Perron can interpret and dissect both dimensions, giving candidates an impartial and objective guide to victory.

For incumbents, where he has a near-undefeated track record as an advisor, Perron offers solid advice for doubling down on strengths, leveraging media, and using the bully pulpit to extend the life of a political career. For challengers, he teaches the art of successful campaign strategies, contrasting themselves with opponents, and assembling a top-tier campaign team. 

But for voters and observers, the piece-de-resistance of Beat The Incumbent is Perron’s play-by-play, behind-the-scenes perspective, like a master sports color commentator. Keeping his political opinions to himself, Perron instead breaks down successes and strengths of winning campaigns into bite-sized pieces — on both sides of the issues.

Despite the win-lose similarity between politics and sports, Perron notices that few athletes become politicians. Campaigning has far greater appeal for paid rhetoricians such as lawyers, actors, media personalities and speakers.

When you finish reading the book, you’ll walk away with an enhanced perspective of how, as Ronald Reagan once said, “Politics is just like show business.” 

For his fluency in analyzing and interpreting modern political theater, Louis Perron has earned the trust of politicians and consultants from one end of the spectrum to the other. From Philippine President Bongbong Marcos to prominent US consultants like Mark Mellman and Donna Brazile, the verdict is in: Beat The Incumbent will help you do exactly what its title implies.

Craig Shirley is a public relations consultant and a presidential historian. His latest book is The Search for Reagan.

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