Should the Libertarian Party concentrate on professional messaging or bold messaging? This question, while important, misses the mark. The real issue at hand is why the party isn’t prioritizing candidate-focused messaging.

If we view the Libertarian Party as a business, our candidates should be seen as the product, with the LP itself representing the brand. Often, our efforts are centered on promoting the brand rather than highlighting the individuals who embody it. To improve our outreach and impact, we need to seize every opportunity to showcase our candidates—not just those running for President, but also those running at the local level.

In politics, local issues often resonate most strongly with voters. By drilling down into these issues, we can leverage quotes, audio, and video clips of our candidates to effectively communicate their positions and ideas. Our candidates can also play a crucial role in this process by creating and sharing content, tagging or sending it to relevant affiliates.

The key takeaway is that when we shift our focus to candidate messaging, we highlight what truly matters to the party. This approach not only promotes individual candidates but also strengthens the overall appeal and effectiveness of the Libertarian Party.