In the course of my work I got to a lot of candidate forums. Most folks think candidate forums are an opportunity to learn how much candidates know - their policy knowledge, or understanding of the community - but really it's an opportunity for the audience to decide how likable each of the candidates are.
In a candidate's forum, the most likable one wins. That's who people remember and vote for. Don't try to convince yourself otherwise. It was true in junior high, and it is true as an adult.
For this reason, the question and answer period in a forum takes a backseat to the opening and closing statements. The opening is when the audience decides how much they'll pay attention to you during the forum. The closing is when the audience decides how they'll remember you.
And here is where candidates tend to make their biggest mistakes in a forum: Time and again candidates (even for higher office, like Congress) approach candidate forums like a job interview. First they tell us all of the important jobs they've held, sometimes in excruciating detail, then they'll try to name drop some groups or organizations they're involved with they think will impress the audience and then if there's still time, they'll tell us their specific policy positions.
During opening statements the audience is meanwhile trying to earnestly listen and remember this stuff. They do for the first guy, then maybe for the second, but probably not for the third, and definitely not for the fourth. Secretly, however, audience members are wishing that someone would say something interesting, that would deliver them from this horrible lecture they must sit through so they can do their civic duty and vote for the right person.
So when one of the candidates forgoes their personal history lecture and tells an entertaining story - or better yet, a meaningful anecdote - the game completely changes. Look around the room. People stop shuffling handouts. The people in the back row stop talking. Ears perk up, and the audience pays attention.
So, here's what you do: When preparing for a candidate's forum (or really any public speaking event), think long and hard about a personal story that pertains to what you are trying to discuss. This will not be easy. Talk with your friends, your family, your coworkers. Outline it. Hone the story down to an opening, some detail, and the punch line. One minute. Maximum.
Then come up with a different story for your closing. It does not have to be funny. But it does have to be meaningful. Again, this will not be easy. Spend some time working on it. A few days. Jot some ideas down, sleep on it, work on it some more. Repeat.
You'll find the results will be very positive. And if you have multiple forums, keep working on the story. It will be better and by the end, you'll sound like a natural.
And then people will remember you, probably like you, and even more probably vote for you.
Dad, husband, MBA, homeowner, publisher of hyperlocal 
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