As we approach the finish line of yet another election, millions of Americans are gearing up to head to the polls to exercise their right to vote. And while it may seem as though presidential elections have become decided largely by likeability versus policy or competency, that might not be as surprising a change as it seems. In 1960, John F. Kennedy and Richard Nixon squared off in the first televised presidential debates in what proved to be a key turning point in both of their campaigns. An estimated 70M viewers tuned in. Nixon, who had not yet recovered from a two week long hospital stay, looked pale, sickly, was about 20 pounds underweight and tired from having campaigned until just a few hours prior to the broadcast. Kennedy, by contrast, having spent the early part of September campaigning in California, was tanned, confident and well rested. Nixon later wrote, “I had never seen him looking so fit.”

Those who heard the broadcast on the radio pronounced Nixon the winner, but those who watched it on TV thought otherwise. They focused on what they saw and not what they heard. What they saw was a candidate who was frail and sickly who was very obviously discomforted by his younger opponent’s smooth and charismatic delivery. Of their four debates, the consensus is that Nixon won bouts two and three, and that the two men drew in debate number four, but it was too late. Between the first and second debates, it was reported that there was a drop off in 20M some odd viewers. As a result, Kennedy, who had been trailing by a small deficit up until this point in the campaign, gained a little bit of traction that gave him a slight lead. And in November, he was elected the 34th President of the United States.

While you and I might not see eye-to-eye on how things should shake out come November, we can probably agree that since the first televised debates, politics have become increasingly focused on the marketing component as opposed to the policy aspect. Listed below are a few pointers taken straight from the political arena that marketers can use in their daily grind. If nothing else, it might help should you decide to run for office one day.

Anticipate

Whether it is a candidate, issue or product, the ability to change rapidly and respond effectively is character of resilience. Successfully running a business extends past identifying consumers’ needs to anticipating how that might evolve in the future. Take the time to plan for the ups and downs, and you’ll be better prepared to navigate through the unknown and capitalize if and when opportunity knocks.

Be Consistent

The best way to avoid flip-flopping back and forth on an issue is to clearly define your messaging early on. This requires a well thought out plan as well as both courage and conviction. The problem, both in the private sector and in politics, is that messaging focuses more on winning than on being sincere. Stick to your guns here. And if you happen to be wrong, own up to it.

Use Multiple Channels

While the Internet and social media have changed advertising and marketing by and large, candidates are known for utilizing every channel available (TV, radio, outdoor, e-mail, bumper stickers, buttons, etc). Politicians play for keeps, and that means reinforcing their position in the minds of constituents at every opportunity possible. Finding out who you want to target and where they’ll be is half the battle.

Measure Your Progress

Political candidates know if they’re ahead or behind and by exactly how much. If you want to be successful, you need to figure out what you’re doing right and what you’re doing wrong. If certain forms of content are performing better than other types, stick to what works instead of expending precious time on something that doesn’t.

Be Transparent

John Adams wrote, “Liberty cannot be preserved without a general knowledge among the people, who have a right and a desire to know.” In a world filled with bloggers; Tweeters; and ever connected social media users, consumers and constituents alike want to know where their money is going and if the companies they support are operating ethically so be forthright.

It’s pretty clear that the coming election will make for one of the most heated in recent memory. If you haven’t registered to vote or aren’t sure if your registration is current, you can check here to see. If you need to register or have questions about voting, this should help.