What works & what doesn't in real Wisconsin campaigns, explained in plain English for candidates at every level, from school board to governor.
Some Wisconsin towns pick candidates at a caucus, others use papers. Here are the 2027 dates, the forms, the caucus rules and how to campaign on rural roads.
Tony Ruffi Some Wisconsin towns pick candidates at a caucus, others use papers. Here are the 2027 dates, the forms, the caucus rules and how to campaign on rural roads.
Tony Ruffi A one-page press release can put your campaign in the local paper and on local radio for free. Here is what counts as news, a template to copy and who to send it to in Wisconsin.
Tony Ruffi Doors move more votes per talk, but phones reach people after dark and far away. Here is how a Wisconsin campaign can use both, hour by hour, through a winter spring race.
Tony Ruffi Your platform is the short list of things you'll work on if you win. Here is how to find three issues voters care about, check that the seat can fix them, and say them plainly.
Tony Ruffi A campaign bio is the first thing many voters read about you. Here is how to write one in three lengths, what to leave out, and five blanks to fill in tonight.
Tony Ruffi Facebook & Instagram ads can put your name in front of the right voters, but political ads have extra steps. Here is who to reach, what to say, what to spend and how to check results.
Tony Ruffi Most first-time candidates hate asking for money, and it shows. Here is who to ask first, what to say, how to handle a no and how to say thanks, with a ten-call plan.
Tony Ruffi A stump speech is the short talk you give again and again. Here are its parts, the right length, how to write it for the ear and how to practice, with a one-page plan.
Tony Ruffi We do not recommend a phone for your main campaign video, because quality is credibility. If budget is tight, here is how to make a phone look as pro as it can, and when to call us first.
Tony Ruffi A trusted name next to yours tells voters who you are before they meet you. Here is who to ask, what to say and how to use every yes.
Tony Ruffi A campaign manager runs the plan from the inside. A consultant advises and does specialist work from the outside. Here is who does what, and how to split the jobs.
Tony Ruffi A forum is often the only time voters see you next to your opponents. Here is how to learn the rules, shape a short answer and leave the room with names for your list.
Tony Ruffi Two or three colors, used the same way everywhere, do more for a local campaign than a fancy logo. Here is how to pick them, test them and keep them steady.
Tony Ruffi Five things we tell every first-time candidate in Wisconsin, from extra signatures to owning your domain name, and why the small stuff wins close races.
Tony Ruffi A day-by-day plan for the first seven days after you decide to run in Wisconsin: who to call, what to set up and the dates to count back from.
Tony Ruffi Who should build your campaign website? Here are your options, who should own the domain name, and the questions to ask before you pay anyone.
Tony Ruffi Most local races need two to four mailers. Here is what each one should say, when it should land, and how to plan the mail backward from Election Day.
Tony Ruffi Who gets your first fundraising email, what goes in it, a copy-ready example, how often to send and the Wisconsin Ethics Commission basics on gifts and the "Paid for by" line.
Tony Ruffi Who can run for circuit judge in Wisconsin, how many signatures you need, the spring 2027 dates, what to file and how to get known when the ballot shows only a name.
Tony Ruffi Six kickoff event ideas for a local Wisconsin race, a step-by-step plan for the day, and what to do in the two days after so the crowd turns into a crew.
Tony Ruffi Who to ask first, what to say, the jobs a new helper can do and how to keep volunteers coming back, with the Wisconsin Ethics Commission basics on gifts.
Tony Ruffi A good campaign logo is your name, big and plain. Here is what to put in it, how to pick colors and letters, and what to test before the signs get printed.
Tony Ruffi A plain, one-page campaign plan for a Wisconsin local race. Find your win number, fill in the blanks, and plan each month from now to the April 2027 election.
Tony Ruffi Before you raise or spend a dollar, a Wisconsin candidate has to register a campaign committee. Here is what that means, when reports are due, and the habits that keep a first race clean.
Tony Ruffi Voters find you on their phones, but doors still win local races. Here is what a Wisconsin candidate should post, how often, and what the law says about labels.
Tony Ruffi You don't need a résumé to run for local office in Wisconsin. Here is what a first-time candidate needs, what to skip and what to do first.
Tony Ruffi Your photo goes on signs, cards and your website. Here are the four shots a race needs, what to wear, where to shoot and who owns the pictures.
Tony Ruffi A plain guide to showing up on Google when voters search your name: a quick test, what your campaign site needs, other pages that help and what to skip.
Tony Ruffi A plain guide to the 2027 Wisconsin spring election calendar for candidates: when papers go out, when they're due, who can get extra time, and the primary & election dates.
Tony Ruffi A palm card is the one thing a voter takes home from your knock. Here's what to put on it, how big to make it, the Wisconsin Paid for by line and where not to hand it out.
Tony Ruffi A plain guide to getting your own supporters to vote in a Wisconsin local race: who to focus on, the dates that matter, early & mail voting, a two-week plan and what the law bars.
Tony Ruffi Voters Google you before they vote. Here's what a Wisconsin campaign website needs on the home page, which pages to build, and what to leave off.
Tony Ruffi A plain guide to announcing a run for office in Wisconsin, with what to have ready, who to tell first, what to say in one minute and what to do in the first 72 hours.
Tony Ruffi A plain guide to hiring political help for a Wisconsin race, with the questions to ask, what to put in writing and the red flags that mean walk away.
Tony Ruffi How a Wisconsin candidate builds an email list from scratch, with where the first 100 names come from, what to send, how to stay out of spam and what to check first.
Tony Ruffi A plain door knocking script for Wisconsin candidates, with what to say in 30 seconds, how to answer pushback, what to carry, what to track and the rules to check first.
Tony Ruffi How a Wisconsin candidate can build a campaign budget, what to pay for first, what gets forgotten and what state law says about running money through a campaign committee.
Tony Ruffi Seven campaign video ideas for Wisconsin candidates, how long each one should run, how to shoot them on a small budget and what the law asks of video ads.
Tony Ruffi Many Wisconsin villages pick candidates at a caucus, not with signatures. Here are the 2027 dates, the papers, the pay rule and what wins a small race.
Tony Ruffi A slogan is a few words that tell voters who you are and what you want. Here's how to write one for a Wisconsin local race, test it, and use it the same way everywhere.
Tony Ruffi County board seats come up in even years, so the next race is April 2028. Here's who files what, how many names you need, and what wins a small district.
Tony Ruffi Yard signs are the cheapest way to get your name seen, and they come with a few rules. Here's where Wisconsin lets them go, where it doesn't, and how to make them work.
Tony Ruffi An incumbent has a head start, a name and often more money. Here's how a Wisconsin challenger finds the gap, gives voters one reason to switch, and wins anyway.
Tony Ruffi Every Wisconsin campaign sign, mailer and ad needs the right “Paid for by” line. Here's what it says, how big it must be, and what's exempt.
Tony Ruffi How many signatures a mayor candidate needs by city size, the forms in order, the 2027 dates, and what really moves votes in a race for one seat.
Tony Ruffi How many signatures your city's size group needs, the forms in order, every 2027 deadline, and what really moves votes in a city council race.
Tony Ruffi Every Wisconsin race needs nomination papers. Here's how many signatures each office needs, which forms go with them, and the one deadline that counts most.
Tony Ruffi The paperwork, the signature counts, every 2027 deadline, and the campaign basics that helped a first-time candidate beat three incumbents.
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