The 4 Parts of a Perfect First Text Message (The Basic Anatomy)

You're about to send your first campaign text. The cursor is blinking. The blank message box is staring at you.

What do you actually write?

The good news: You don't need to be a professional copywriter. You don't need to craft the perfect slogan or come up with something clever.

You just need to include four simple parts—and you'll have a message that works.

This guide breaks down the anatomy of a successful first text message for local political campaigns, so you know exactly what to include (and what to leave out).

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The 4 Essential Parts of a First Text Message

Every effective first campaign text includes these four components:

1. Greeting + Personalization – Address the voter by name
2. Sender Identification – Who you are and what you're running for
3. The Ask or Message – What you want or what you're offering
4. Opt-Out Language – How to stop receiving messages

Let's break down each part.

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Part 1: Greeting + Personalization

What It Is

Start with a simple greeting that includes the voter's first name.

Examples:

• "Hi Sarah,"
• "Hey John,"
• "Hello Maria,"

Why It Matters

A personalized greeting:

• Signals that this is a real, human message (not a mass blast)
• Grabs attention (people's eyes go to their own name)
• Increases response rates by 30-40% compared to generic messages

How to Do It

Most peer-to-peer texting platforms let you insert a dynamic field like {FirstName} that automatically fills in each voter's name.

Your message template:

Hi {FirstName},

What the voter sees:

Hi Sarah,

Common Mistakes

Mistake #1: Using last names

• ❌ "Dear Mr. Johnson,"
• ✅ "Hi John,"

First names feel friendly and conversational. Last names feel formal and distant.

Mistake #2: Over-personalizing with too much info

• ❌ "Hi Sarah from 123 Main Street who voted in 2020,"
• ✅ "Hi Sarah,"

Keep it simple. You're not trying to prove you have a database—you're trying to start a conversation.

Mistake #3: No greeting at all

• ❌ "This is Mike running for city council..."
• ✅ "Hi Sarah, this is Mike running for city council..."

Always start with a greeting. It sets the tone.

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Part 2: Sender Identification (Who You Are)

What It Is

Tell the voter who you are and what you're running for—clearly and quickly.

Examples:

• "I'm Mike, running for city council in District 3."
• "This is Laura, a candidate for school board."
• "My name is Tom and I'm running for mayor."

Why It Matters

Voters need to know:

• Who is texting them – Not a generic "campaign" or organization
• What position you're running for – City council, mayor, school board, etc.
• Why they're receiving this message – Because you're a candidate reaching out

If you don't identify yourself clearly, voters assume it's spam and ignore (or opt out).

How to Do It

Include your identification in the first or second sentence, right after the greeting.

Template:

Hi {FirstName}, I'm [Your Name], running for [Position] in [District/Area].

Real example:

Hi Sarah, I'm Mike, running for city council in District 3.

Common Mistakes

Mistake #1: Being vague about what you're running for

• ❌ "I'm Sarah, a local candidate."
• ✅ "I'm Sarah, running for school board."

Be specific. Voters need to know what race you're in.

Mistake #2: Leading with your organization, not your name

• ❌ "This is the Committee to Elect Mike Johnson for City Council..."
• ✅ "I'm Mike, running for city council."

People connect with people, not committees. Use your name first.

Mistake #3: Burying your identification

• ❌ "Hi Sarah, I wanted to reach out because I care deeply about our community and I believe we can do better. By the way, I'm running for mayor."
• ✅ "Hi Sarah, I'm Tom, running for mayor."

Get to the point fast. Voters skim text messages. If they don't know who you are in the first sentence, they stop reading.

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Part 3: The Ask or Message (Your Purpose)

What It Is

This is the reason you're texting. What do you want the voter to know, do, or respond to?

Common purposes:

• Ask for their vote – "Can I count on your support on November 5th?"
• Ask a question – "What's your neighborhood's biggest concern?"
• Provide information – "Your polling place is Lincoln Elementary, open 7 AM - 8 PM."
• Invite to an event – "Can you make it to our town hall this Thursday at 7 PM?"
• Ask for a donation – "Can you chip in $10 to help us reach more voters?"

Why It Matters

Without a clear ask or message, the voter doesn't know what to do. They read your text and think: "Okay... so what?"

A clear ask:

• Gives direction – The voter knows what action to take
• Encourages engagement – Questions invite replies
• Moves your campaign forward – Every message should have a purpose

How to Do It

Make your ask:

• Specific – Not "Can you help?" but "Can you volunteer for 2 hours this Saturday?"
• Easy to answer – Yes/no questions work best for first texts
• Relevant – Tailor the ask to the voter's likely interests or needs

Template:

[Greeting + ID]. [One sentence about your focus or message]. [The ask]?

Examples:

Asking for support:

Hi Sarah, I'm Mike, running for city council in District 3. I'm focused on fixing our roads and improving schools. Can I count on your support on November 5th?

Asking a question:

Hi John, I'm Laura, running for school board. I'm reaching out to parents to learn what matters most. What's your biggest concern about our schools?

Providing helpful info:

Hi Maria, I'm Tom, running for mayor. Election Day is November 5th. Do you know where your polling place is? I can help you find it if needed!

Common Mistakes

Mistake #1: No ask at all

• ❌ "Hi Sarah, I'm Mike, running for city council. I care about our community."
• ✅ "Hi Sarah, I'm Mike, running for city council. Can I count on your vote?"

Always include a call to action, even if it's just "Can I count on your support?"

Mistake #2: Too many asks in one message

• ❌ "Can you vote for me, and also donate, and volunteer, and come to our event?"
• ✅ "Can I count on your vote on November 5th?"

One ask per message. Keep it simple.

Mistake #3: The ask is buried or unclear

• ❌ "I believe we can make our city better if we all work together to create the kind of community we want to live in, and I hope you'll consider supporting me."
• ✅ "Can I count on your support?"

Make the ask direct and easy to spot.

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Part 4: Opt-Out Language

What It Is

A simple instruction telling the voter how to stop receiving messages.

Standard opt-out language:

• "Reply STOP to opt out."
• "Text STOP to unsubscribe."
• "Reply STOP if you'd like to be removed."

Why It Matters

It's required by law.

Federal regulations (TCPA) and carrier policies require that you:

• Give voters a way to opt out
• Process opt-outs immediately and automatically

Good P2P platforms handle this for you—when someone replies "STOP," they're automatically removed from all future campaigns.

It also builds trust.

Including opt-out language shows respect for voters' preferences. It signals: "We're not spamming you. You're in control."

How to Do It

Add opt-out language at the end of your first message.

Template:

[Greeting + ID + Ask]. Reply STOP to opt out.

Full example:

Hi Sarah, I'm Mike, running for city council. Can I count on your support on November 5th? Reply STOP to opt out.

Common Mistakes

Mistake #1: Forgetting to include it

Always include opt-out language in your first message to each voter. (You don't need to repeat it in every follow-up message, but it must be in the first one.)

Mistake #2: Making it complicated

• ❌ "If you would like to unsubscribe from future communications, please reply with the word UNSUBSCRIBE or visit our website."
• ✅ "Reply STOP to opt out."

Keep it short and simple. "Reply STOP" is the standard.

Mistake #3: Hiding it or making it hard to find

• ❌ Putting opt-out language in tiny print or at the very bottom after a long message
• ✅ Placing it clearly at the end of a short message

Don't try to hide the opt-out. It's legally required, and hiding it looks shady.

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Putting It All Together: Example Messages

Here are complete first text messages that include all four parts:

Example 1: Simple Support Ask (City Council)

Hi Sarah, I'm Mike, running for city council in District 3. I'm focused on fixing our roads and improving schools. Can I count on your support on November 5th? Reply STOP to opt out.

Breakdown:

1. Greeting: "Hi Sarah,"
2. Sender ID: "I'm Mike, running for city council in District 3."
3. The Ask: "Can I count on your support on November 5th?"
4. Opt-Out: "Reply STOP to opt out."

Example 2: Issue Question (School Board)

Hi John, I'm Laura, running for school board. I'm reaching out to parents to learn what matters most to you. What's your biggest concern about our schools? Reply STOP to opt out.

Breakdown:

1. Greeting: "Hi John,"
2. Sender ID: "I'm Laura, running for school board."
3. The Ask: "What's your biggest concern about our schools?"
4. Opt-Out: "Reply STOP to opt out."

Example 3: Event Invitation (Mayor)

Hi Maria, I'm Tom, running for mayor. I'm hosting a town hall this Thursday at 7 PM at the library to discuss the city budget. Can you make it? Just reply YES or NO. Reply STOP to opt out.

Breakdown:

1. Greeting: "Hi Maria,"
2. Sender ID: "I'm Tom, running for mayor."
3. The Ask: "Can you make it? Just reply YES or NO."
4. Opt-Out: "Reply STOP to opt out."

Example 4: Helpful Info (County Commissioner)

Hi Chris, I'm Sam, running for county commissioner. Election Day is November 5th. Your polling place is Lincoln Elementary, 123 Main St, open 7 AM - 8 PM. See you there! Reply STOP to opt out.

Breakdown:

1. Greeting: "Hi Chris,"
2. Sender ID: "I'm Sam, running for county commissioner."
3. The Message: "Your polling place is Lincoln Elementary..."
4. Opt-Out: "Reply STOP to opt out."

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How Long Should a First Text Be?

Target length: 160-300 characters (1-2 SMS messages)

Why?

• Voters skim text messages—keep it short
• Shorter messages feel more personal (like a real text from a friend)
• Longer messages risk getting cut off or ignored

Character count guide:

• Under 160 characters: Ideal (fits in 1 SMS)
• 160-300 characters: Good (2 SMS messages, still readable)
• Over 300 characters: Too long (voters will skip it)

Most of the examples above are 150-250 characters—short, clear, and effective.

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Common Questions About First Text Messages

Q: Should I include my political party?

A: It depends on your district and strategy.

• Include it if: Your district is heavily partisan and your party affiliation is an asset
• Skip it if: You're in a nonpartisan race (school board, city council in many areas) or your district is mixed/independent

Example with party:

Hi Sarah, I'm Mike, the Democratic candidate for city council in District 3.

Example without party:

Hi Sarah, I'm Mike, running for city council in District 3.

Q: Should I mention my opponent?

A: No, not in a first text. Keep it positive and focused on you.

Mentioning your opponent in an initial message:

• Comes across as negative or desperate
• Confuses voters who may not know the candidates yet
• Wastes limited character space

Save comparative messaging for later in the campaign, and only if necessary.

Q: Can I include a link?

A: Yes, but use sparingly in first messages.

Links can:

• Distract from the main ask
• Look like spam
• Require extra effort from the voter

When to include a link:

• Donation asks ("Can you chip in? [link]")
• Event RSVPs ("Sign up here: [link]")
• Detailed info ("Learn more about my platform: [link]")

When to skip the link:

• Simple support asks ("Can I count on your vote?")
• Questions ("What issues matter to you?")

Q: Should I use emojis?

A: Generally, no—unless your campaign brand is very casual.

Emojis can:

• Make your message feel less professional
• Be misinterpreted by older voters
• Trigger spam filters in some cases

Stick with plain text for most local campaigns.

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The Formula: Your First Text Template

Here's a simple template you can use for almost any first campaign text:

Hi {FirstName}, I'm [Your Name], running for [Position] in [District]. I'm focused on [1-2 key issues]. [Question or Ask]? Reply STOP to opt out.

Fill in the blanks, and you're done.

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The Bottom Line

A perfect first text message has four essential parts:

1. Greeting + Personalization – "Hi Sarah,"
2. Sender Identification – "I'm Mike, running for city council."
3. The Ask or Message – "Can I count on your support on November 5th?"
4. Opt-Out Language – "Reply STOP to opt out."

Keep it short (160-300 characters), keep it conversational, and keep it focused on one clear ask.

You don't need fancy copywriting or clever slogans. You just need these four parts, clearly presented.

Follow this formula, and you'll have a first text message that works—every time.

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Ready to send your first campaign text? Get started with Political Comms—simple templates and tools to help you craft the perfect message

Need help writing your message? Contact us—we'll review your draft and give you feedback before you send.