34 Days to Page One
How a statewide candidate can change what voters find before they vote.
1. 3 ideas that run the next 34 days
Each one has its own slides here, and all 3 return at the close
| # | Idea | What it means |
|---|---|---|
| 1 | Answer before they ask | Put his own plain answer on every question voters are typing, before the next attack lands. |
| 2 | Hold page one | Own more of what a voter sees on Google every morning, and measure it every morning. |
| 3 | Go where the persuadable voters are | Facebook, YouTube and local voices for the rural district, women and crossover independents. |
2. Paid, owned, earned: 34-day roles
Owned media carries the answers; paid puts them in front; earned makes them believable
| Media | Role | What it does |
|---|---|---|
| Owned | Where the answers live | Answer hub on the campaign site · Site fixes for Google · Profile links that lead to answers · Debate-night pages |
| Paid | Puts them in front | Search ads on his name and attack terms · Answer clips on Facebook and Instagram · YouTube placement around debates |
| Earned | Makes them believable | Fact checks and reporting, linked · Neighbors and union members on camera · Local press on each answer |
Framework: POEM — paid, owned, earned media
3. One job per platform
Facebook leads the persuasion; X and Bluesky serve press and the base
| Platform | Its job |
|---|---|
| Lead persuasion: answer clips, neighbors, rural district | |
| YouTube | Answer clips and debate moments, with paid placement |
| Instagram · Threads | Women and younger voters; early-voting reminders |
| TikTok | Voters under 35; turnout |
| X · Bluesky | Reporters and the base; rapid response lands here first |
Platform roles are our recommendation, built on the follower and view counts in the Voter Behavior Analysis deck
4. 4 formats that do the work
Short, plain, sourced — and repeatable every day for a month
| Format | What it is |
|---|---|
| The 60-second answer | Him, to camera, one question, plain words, one take |
| Neighbors vouch | A neighbor, union member or colleague, under a minute |
| The receipts | The outside fact check or record, with 1 line from him |
| Debate night | A page and a clip the same night, best moment first |
5. The 24-hour answer clock
Every new attack gets a sourced answer on page one within a day
Figure 1
From attack to answer in 24 hours
6. The debate playbook
4 debates, 4 waves of searches, 4 chances to be found first
| When | What happens |
|---|---|
| Before | Answer hub live · All 6 answers rehearsed · Clip templates ready |
| During | Best moments clipped live · Claims checked and posted · X and Bluesky for reporters |
| By 7 AM after | Debate page published · Clips placed on YouTube, Facebook · Page-one check logged |
Four debates inside ten days
7. The 34 days, in 4 phases
Front-loaded: the most work lands before the first ballot
| Days | Phase | The work |
|---|---|---|
| Days 1–5 | Before early voting | Answer hub · front-door fixes · search ads · tracking |
| Days 6–15 | The debates | 4 debate nights · live clips · 7 AM pages |
| Days 16–25 | The persuadable | The three personas · neighbors vouch · receipts |
| Days 26–34 | The close | Early-voting and polling info everywhere · hold page one |
8. How we know it is working
A daily listening system, with proposed targets and dates the campaign confirms
| Measure | What is counted | Target |
|---|---|---|
| Page one | Campaign-held web results: 3 of 8 today | 5 of 8 by day 15 |
| Indexing | Answer pages found by Google | Within 3 days of launch |
| Related searches | Attack terms in “People also search for” | 1 term gone by day 25 |
| Site visits | Share of visits landing on answer pages | 1 in 5 by day 20 |
| Favorability | Net favorability in public polls | Even by day 30 |
Framework: social listening and metrics · targets are proposals
9. Why this works: the research
Order on the page moves the undecided; answering first protects
| Idea | What the research found | Source |
|---|---|---|
| Hold page one | Search order alone moved undecided voters’ preferences by 20% or more | Proceedings of the National Academy of Sciences |
| Answer before they ask | Voters who heard his side first resisted the later attack | Human Communication Research |
| Explain, don’t attack | Across 111 studies, negative ads persuaded no better and eroded trust | Journal of Politics |
Sources: Proceedings of the National Academy of Sciences, 2015 · Human Communication Research, 1988 · Journal of Politics, 2007
10. What 34 days can change
Every morning, a searching voter finds his answer first
| Idea | What it means |
|---|---|
| Answer before they ask | 6 answer pages and a 24-hour clock, live by day 5 |
| Hold page one | Front doors fixed, search ads pointed at answers, counted every morning |
| Go where the persuadable voters are | Facebook, YouTube and trusted voices for the three personas |
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