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I usually have an agenda of two or three main issues and look for the candidate that represents these values.
If things are currently bad, I will usually vote against the incumbent.
Campaign ads are almost always insulting and ridiculous and they've never swayed my vote for a candidate, but sometimes the negative campaigns will sour my attitude towards one.
For larger elections, I will listen to speaking engagements and debates. I want the candidate I support to be able to speak clearly and with passion. Maybe I want to believe he/she cares.
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We are always more anxious to be distinguished for a talent which we do not possess, than to be praised for the fifteen which we do possess.
Mark Twain
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