I am very excited to announce the release of my first book, Primed: Five election narratives to win your party’s nomination.
Primed is available to buy now, as either a paperback or on Kindle, exclusively from Amazon.
My ambition for the book is to reshape the way candidates and political professionals approach the development of their primary election campaign narratives.
I aim to do this by providing a universal framework that equips candidates with the essential tools to craft persuasive stories.
In the world of fiction, it’s widely accepted that there are a limited number of basic plots and character archetypes. Similarly, in politics, we understand the crucial role of compelling narratives in winning election campaigns. However, until now, there has been very little written about how to structure persuasive stories in a primary election.
Unlocking the Power of Narratives
Primed unveils a unique framework that codifies the five recurring narratives essential for securing your party’s nomination to stand in a general election.
Drawing from the rich tapestry of psychological and political marketing theory, this framework is designed to be adaptable across the political spectrum, in various geographies, and at all levels of primary elections.
Learn from the Pros
The book doesn’t stop at theory; it brings these concepts to life through compelling case studies. It delves into the primary election campaigns of notable figures such as Hillary Clinton, Donald Trump, Bernie Sanders, Pete Buttigieg, Joe Biden, David Cameron, Jeremy Corbyn, Boris Johnson, Lisa Nandy, and Liz Truss.
These case studies offer insights into how successful politicians have employed these narratives to clinch their party’s nomination.
Why Primary Elections Matter
It’s an unspoken truth that having expertise in primary election campaigns is more important to a successful political career than knowing about general elections. Winning a primary is a ticket to the general election, and the primary is often more competitive than the general election too.
I hope Primed will be a valuable resource for aspiring politicians, campaign strategists, and anyone interested in the art of political storytelling.
If you’re gearing up for a primary election as a candidate or consultant, or you have aspirations of standing in a general election, I would love to hear from you.
Don’t go into a primary election unprepared. Get Primed.
Praise for Primed
“Benedict Pringle is the UK’s leading writer on contemporary political campaigning, with an unrivalled grasp of the strategies and tactics used to win elections of all types.
Primed is not just a must-read for lovers of politics; it’s an indispensable bible for any candidate hoping to gain the edge on their opponents and secure their party’s nomination.”
Tom Edmonds, former Creative Director of the Conservative Party and Campaign Advisor on 3 winning UK election campaigns
“General election victories are well researched and we have learned many lessons from the past, but the campaigns to seek your party’s nomination are not. Primed uses a mix of research questions, semiotics, branding and classic storytelling techniques to provide a handbook for any campaign seeking the top job. It should become a seminal text for aspiring politicos on both sides of the pond.”
Iain Bundred, Political Spokesperson for the Prime Minister, 2009-10
“Primed will get candidates ready to run by helping them identify the most effective and appropriate narrative to adopt. Politicians need a story that connects with voters on a personal level, and this book offers an excellent toolkit to help find the right one. Candidates should read it as soon as they are thinking of running to maximize their chances of success.”
Jennifer Lees-Marshment, Associate Professor of Political Marketing at University of Auckland & author of “The Political Marketing Game”
“A deeply insightful, authoritative and compelling examination of an important and often overlooked aspect of political campaigning. Benedict brings the narrative arcs of primary campaigns to life in a way that is both fascinating and very readable. I loved it.”
Sam Delaney, Author of Mad Men and Bad Men: What Happened When British Politics Met Advertising
“This book takes an incisive look at a political arena which receives (in Britain at least) much less attention from the media and commentariat than it requires in a healthy democracy.
Pringle’s book manages to successfully give an academic analysis of the primary system while also providing usable Frameworks for practitioners of political marketing.”
Kevin Kennedy Ryan II, Political Consultant and Founder of Labour Party Graphic Designers
“Primed has made me look at my campaign for selection in a new way – I would recommend it to any candidate seeking nomination.”
Mike Buckley, candidate for selection for Westminster Parliament, Labour Party
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