When it comes to campaign ads, bad is good.

Step 1: Scare people

Create doomsday scenarios. Make the young think nuclear holocaust is imminent; remind the middle-aged that Social Security is going bankrupt; tell old folks they’re going to have to start choosing between dinner and their meds. Your candidate, of course, is the only one who can turn things around.

Step 2: Pounce

Go over your opponent’s voting record and speeches to see what you can take out of context—and pounce when he stumbles.

Step 3: Imply something sinister

Imply something sinister about your opponent, like his secret motive for running for office is to promote polygamy or establish the Taliban in the U.S.

Step 4: Find a catchphrase

Find a negative catchphrase that you can apply to your opponent — like “Slick Willie” — then beat it like a dead horse.

Step 5: Dig up dirt

Dig up dirt. Don’t kid yourself—despite what voters say about wanting a “clean campaign,” they eat up scandal, especially if it’s salacious.

Step 6: Stay negative

Above all, stay negative. Research shows that negative attacks on one’s political opponents are far more effective than self-promotion.