Writing an Issues Page Voters Actually Read
Most issue pages are written to survive scrutiny rather than to be read, and it shows. Here is a formula that produces issue statements a normal person will actually finish.
The three-sentence spine
Sentence one: the position. Plain declarative. "Our downtown needs investment, and I will vote to fund the Main Street revitalization plan."
Sentence two: the reason, rooted in place. "Empty storefronts on Washington Street cost us businesses that Kokomo families used to walk to."
Sentence three: the proof. A number, a record, or a specific commitment. "As a council member I helped pass three balanced budgets that funded exactly this kind of project."
Add one more sentence only if it earns its place. Then stop. White space between issues is a feature; density is a tax on the reader.
Ordering and framing
Lead with the deciding issue of your race, not the one you personally care most about. Frame every position in terms of the place: the school district, the county road, the water bill. Abstract ideology is for cable news; local office is won on nouns voters can drive past.
The disagreement test
Read each statement and ask: could a reasonable person disagree with this? If not, you have written a greeting card, not a position. Voters trust candidates who risk telling them something. Specificity is the cheapest form of authenticity available to a challenger.
Common questions
How many issues should a campaign website list?
Three to six. Fewer looks thin, more looks unfocused. Lead with the one or two issues your race will actually be decided on.
How long should each issue statement be?
Under 120 words on the main page. Position first, reason second, one piece of proof third. Link to a longer policy page only if the race genuinely demands it.
Should issue positions be specific or safe?
Specific enough that a voter could disagree. Positions written to offend nobody persuade nobody, and vague issue pages are the most common reason voters leave a site unconvinced.