Reverbal Communications
  • Home
  • About
    • Portfolio
    • Upcoming Events
    • Press and Media
  • Services
    • Digital Strategy
    • Social Media Speaker
    • Social Media Training
    • Political Consultant
    • Social Media For Events
    • Writing and Editing
  • Content
    • Podcast – Step Up Your Social
    • Free Digital Tools – The Newsletter
  • Blog
  • Testimonials
  • Contact
  • Menu Menu
Blog
Politics

Senate Candidate Lucas Kunce and the Art of Authenticity

Lucas Kunce announced his campaign to flip Roy Blunt’s open Missouri Senate seat in March of 2021. His rapid rise to national renown and social media stardom has been nothing short of meteoric.

Within a little under a year, Kunce has amassed a Twitter following of over 47,000 followers and out-fundraised the entire Republican field in Missouri, totaling $2.5 million in contributions in 2021 and $710,000 in the fourth quarter of 2021 alone.

And he’s done all of that without accepting a single dollar from any corporate PAC. His average donation sits at just around  $38 dollars.
​
So how did Kunce pull this off? Authenticity.

These days, the writing on the wall is pretty clear. Most voters don’t want to elect politicians. They want to elect people that look like them, sound like them, and that resonate with their lived experiences. We find this to be especially true in rust belt states where voters have felt abandoned by career politicians and what they see as the Washington establishment.

Kunce and his campaign know that there’s a desire for authenticity and they’ve mobilized and centered their campaign around it. Their platform, messaging, and even the wording throughout their social media posts take the story of Kunce, a Marine veteran turned antitrust advocate, and use it to make real connections with the campaign’s supporters. (What’s an antitrust advocate you might ask – it’s someone fighting to end corporate monopolies and break up large corporations like big pharmaceutical companies.)

This path is not only working for Kunce, but charts a path forward for any other current or would-be candidate. Or really any organization trying to make a difference in the world! It serves as a reminder that we all have a story to tell that’s not only relevant, but also engaging. And honest. And doesn’t speak at the people but aims to connect with them! You just have to be sure you’re stepping up to
tell it.

To understand who Kunce, a first-time candidate who started his campaign with almost name ID, pulled off this impressive feat, let’s take a look at his top 10 tweets since announcing his candidacy — ranked by engagement — to see how he did it.

Calling out the insulin cartel – 36,602 engagements

The cost of insulin isn’t determined by supply and demand. It’s really just 3 companies setting a price based on how many deaths and amputations the market will bear until people start rioting.

Free market? That’s a cartel. And we should treat it like one.

— Lucas Kunce (@LucasKunceMO) September 17, 2021

An estimated 516,000 Missourians had doctor-diagnosed diabetes in 2020. This is a politically relevant constituency that has been paying too much for insulin for far too long.

Kunce is running as an antitrust candidate. He found his niche here by tying back his platform to an issue that’s relevant — and personal! — for many so Missourians. His social copy explains this issue in a way that’s easy to understand while also matching his authentic voice. No wonder this post had over 36,000 engagements!

Taking on a GOP Rival, mark McCloskey – 33,697 engagements

This guy is the GOP frontrunner in Missouri’s U.S. Senate race.

I’m the 13-year Marine officer and economic justice advocate building a grassroots movement to defeat him.

Chip in to help me flip this seat: https://t.co/x5UyXBSYve pic.twitter.com/SOcw3QjYtm

— Lucas Kunce (@LucasKunceMO) June 10, 2021

Remember this disturbing moment from the summer of 2020? Mark McCloskey and his wife, Patricia, paraded out of their mansion to wave an assault rifle and a handgun to “protect” themselves from peaceful Black Lives Matter protestors. Since then, they’ve been featured at the 2020 RNC and McCloskey has announced his candidacy for Senate.

Kunce was a Marine who used the same type of assault weapon in service to his country, not to stifle free speech. He sums up that distinction well in this tweet.

Masculine and pro-video games? – 23,411 engagements

While Josh Hawley worked at fancy law firms, I was a Marine. Guess what me and my buddies serving in Iraq and Afghanistan did between missions? We played video games.

So I don’t know what Joshua thinks about our “masculinity” — but I’m damn proud I served with these men. pic.twitter.com/2m3uQlskQe

— Lucas Kunce (@LucasKunceMO) November 9, 2021

Kunce isn’t much interested in the ridiculous ramblings of insurrection-inciting and Putin-supporting Missouri Senator Josh Hawley, who’s very concerned about the effects of video games on male youth.

Kunce was able to come back to Hawley’s absurd claim with an authentic rebuttal that wasn’t just relatable, but also doubled down on his credentials. We think it was a pretty perfect response.

A challenge to mansion man Mccloskey – 20,986 engagements

Remember that clown who got his 15 minutes of fame threatening people with a weapon of war outside his mansion? You know, Mansion Man @Mark__McCloskey?

Well, I’m running against him for Missouri’s open U.S. Senate seat. And I want to teach him a lesson. pic.twitter.com/3UGaoXvD4p

— Lucas Kunce (@LucasKunceMO) June 9, 2021

Next, Kunce solves the age-old question for candidates in a battleground or red state. Do I shoot a gun on camera to show off my gun-toting creds, or not? Here, he takes a unique stance by rejecting the old trope of on-camera gunplay and instead challenging McCloskey to apologize to the people he threatened in exchange for a private weapons training class with Kunce himself.

He used this fun take to call out a rival and make a real statement in the process. Kunce doesn’t have to prove he knows how to use an assault rifle. He did it for 13 years on missions serving our country – not in a vapid show of support to the CPAC and NRA crowds.

Calling out politicians moonlighting as day traders – 15,215 engagements

This isn’t democracy. And it shouldn’t be legal. pic.twitter.com/kKLv8ErJ6m

— Lucas Kunce (@LucasKunceMO) October 17, 2021

With this tweet, Kunce joined many of his progressive counterparts in highlighting the undemocratic trend of politicians moonlighting as day traders. This is exactly the type of behavior that has turned off so many voters from politics. And Kunce knows it.

He calls out politicians on both sides of the aisle, furthering his antitrust bona fides, while also getting national press for helping to push an important issue.

Highlighting the hypocrisy of nation building – 14,023 engagements

$6.4 trillion spent on making defense contractors rich + nation building in someone else’s country never seemed to be a problem for these politicians. Now we can’t spend even half of that on nation building here at home?

Joe, that math doesn’t add up. https://t.co/QdDJngHhEy

— Lucas Kunce (@LucasKunceMO) September 13, 2021

Here, Kunce uses his background as a veteran to make a very powerful statement. The same politicians that were comfortable dumping trillions into a failed war won’t even budge on spending half that to build up our own country.

One of Kunce’s major pieces of his platform is a “Marshall Plan for the Midwest,” and he’s able to share it effectively online through his personal story and smart messaging.

kunce calls for nation building at home – 13,656 engagements

For 20 years, politicians, elites and military leaders lied to us about Afghanistan. I know because I was there.

Instead of spending $6.4 trillion to “nation build” in the Middle East, we should start nation building here. Read my @KCStar op-ed on this: https://t.co/Xjcwkj548B

— Lucas Kunce (@LucasKunceMO) August 23, 2021

Kunce continues this theme throughout his messaging and does so to great effect. His campaign has a clear hypothesis: Midwesterners, and particularly Missourians, have felt left behind by a government that is more worried about building overseas than here at home.

This type of sentiment has led to the rise of populist Republicans such as the orange menace himself. But Kunce, and many others like him, clearly believe it can be flipped into a message for Democrats looking to reconnect with middle-class voters who feel burned and abandoned by the Republican party.

Contrasting himself with another sleazy opponent, eric greitens – 10,312 engagements

I’m the 13-year Marine vet and antitrust advocate running to flip Missouri’s open U.S. Senate seat. And this criminal is my top GOP opponent. Let’s just say Missourians are gonna have a real choice in this election. pic.twitter.com/dn9JakP7ar

— Lucas Kunce (@LucasKunceMO) August 2, 2021

While McClosky might be the most cartoonish candidate vying for the Republican nomination, his claim to the nomination is far from a lock. Eric Greitens, who’s most likely to be Kunce’s Republican opponent (despite his party’s best attempts to stop him), resigned as Missouri’s Governor in disgrace, after a disturbing history of intimidation, sexual assault and invasion of privacy came to light.

Missouri voters have yet to forget about his awful past, and the Kunce campaign wants to make sure it stays that way. ​

Easy to understand antitrust messaging – 10,054 engagements

They call this a “free market” — I call it a cartel. pic.twitter.com/59xy0NupJa

— Lucas Kunce (@LucasKunceMO) October 23, 2021

The price of insulin has surged in recent years, placing a life-and-death medication out of reach of far too many Americans. For Kunce, an antitrust advocate, this issue to ripe for the campaign trail. And he does a phenomenal job of taking what could be a very complex issue and making it simple and easy to understand.

Companies are working together to exploit the necessary health needs of Americans, which is something that Kunce won’t stand for. Along with over 10,000 people who engaged with this tweet.

advocating for investments in the us, not abroad – 8,023 engagements

D.C. just spent 20 years and trillions of dollars on nation building in someone else’s country without any “strategic pauses.” https://t.co/WbzrrlIB9i

— Lucas Kunce (@LucasKunceMO) September 3, 2021

As you’ve noticed, consistency is key when it comes to building authentic relationships with your followers. Kunce maintains — and leans into — the same set of stances on issues such as antitrust legislation and building up the middle class.

His social media presence shows that although political tides may change, Kunce and his values doesn’t. He’s still the same person – the Marine vet from Jeff City who’s going to fight for the working people of Missouri, not the millionaires and the billionaires.

Throughout Kunce’s tweets, we can see a clear image of Kunce as a candidate. He’s authentic and relatable to voters in Missouri — as well as donors and social media followers across the country — and while his message is definitely carefully crafted, it never comes off that way.

And here’s the thing: any candidate regardless of budget or experience can do this too. Speak how you actually speak, say what you’d actually say, fight for positions you actually care about… and above all else, tell your story.

If you need help doing it — hit us up! This is what we do here at Reverbal Communications. Together, we’ll help you and your campaign or organization find ways to share your story with your audience in ways that engage and inspire. Maybe we can even help you capture the same lightning-in-a-bottle energy that Kunce managed to pull off to turn himself into an overnight political star.

Learn More

February 23, 2022/0 Comments/by Josh Klemons
Share this entry
  • Share on Facebook
  • Share on Twitter
/wp-content/uploads/2022/11/reverbal-logo-1.png 0 0 Josh Klemons /wp-content/uploads/2022/11/reverbal-logo-1.png Josh Klemons2022-02-23 22:58:212022-11-09 11:34:19Senate Candidate Lucas Kunce and the Art of Authenticity
0 replies

Leave a Reply

Want to join the discussion?
Feel free to contribute!

Leave a Reply Cancel reply

Your email address will not be published. Required fields are marked *

Categories

  • Audience Outreach
  • Blogging
  • Brand Management
  • Digital Ads
  • Digital Tools
  • Editing
  • Email
  • Facebook
  • Gmail
  • Instagram
  • iPhone Functionality
  • LinkedIn
  • Nonprofits
  • Organization
  • Politics
  • SEO
  • Social Media
  • Step Up Your Social
  • Telling Your Story
  • Training
  • Twitter
  • Wisconsin
  • Writing

Recent Posts

  • How This Congressman Elect Is Using Email To Flip the Script
  • Take Control of your Gmail Account with this Simple Hack
  • Don’t Let Bureaucrats Write Your Most Important Emails
  • Why Aren’t My Political Facebook Ads Running?
  • A Meme Masterclass From the Fetterman campaign

Archives

  • December 2022
  • August 2022
  • July 2022
  • June 2022
  • May 2022
  • April 2022
  • March 2022
  • February 2022
  • January 2022
  • December 2021
  • November 2021
  • September 2021
  • August 2021
  • January 2021
  • December 2020
  • November 2020
  • August 2020
  • April 2020
  • March 2020
  • December 2019
  • August 2019
  • July 2019
  • June 2019
  • May 2019
  • April 2019
  • March 2019
  • February 2019
  • January 2019
  • December 2018
  • November 2018
  • September 2018
  • July 2018
  • May 2018
  • April 2018
  • March 2018
  • February 2018
  • January 2018
  • December 2017
  • November 2017
  • October 2017
  • September 2017
  • August 2017
  • July 2017
  • April 2017
  • March 2017
  • February 2017
  • January 2017
  • December 2016
  • November 2016
  • September 2016
  • August 2016
  • July 2016
  • May 2016
  • April 2016
  • March 2016
  • February 2016
  • January 2016
  • December 2015
  • October 2015
  • September 2015
  • August 2015
  • May 2015
  • September 2014
  • October 2013

I’m a digital marketing & social media speaker, trainer & presenter

See Upcoming Events

Ready to take your Facebook Live videos to the next level?

Download This FREE Checklist

Get social media tips, tricks, hacks & strategies delivered to your inbox

Sign Up Today
Contact

josh@reverbalcommunications.com

Privacy Policy

Social Media, Digital Marketing, Digital Strategy, Training, Consulting, ​Facebook Ads, Political Consulting, Keynote Speaker and Presenter, Podcast Host & More
Serving Madison, Wisconsin and beyond.

© 2022 All rights reserved. | 1 Day Website by Bizzy Bizzy
    Pete Souza’s Giving Dr. Ronny Jackson a Taste of His Own MedicineScott Walker’s Truly Awful Take From the Dark Side
    Scroll to top

    This site uses cookies. By continuing to browse the site, you are agreeing to our use of cookies.

    OKLearn more×

    Cookie and Privacy Settings



    How we use cookies

    We may request cookies to be set on your device. We use cookies to let us know when you visit our websites, how you interact with us, to enrich your user experience, and to customize your relationship with our website.

    Click on the different category headings to find out more. You can also change some of your preferences. Note that blocking some types of cookies may impact your experience on our websites and the services we are able to offer.

    Essential Website Cookies

    These cookies are strictly necessary to provide you with services available through our website and to use some of its features.

    Because these cookies are strictly necessary to deliver the website, refusing them will have impact how our site functions. You always can block or delete cookies by changing your browser settings and force blocking all cookies on this website. But this will always prompt you to accept/refuse cookies when revisiting our site.

    We fully respect if you want to refuse cookies but to avoid asking you again and again kindly allow us to store a cookie for that. You are free to opt out any time or opt in for other cookies to get a better experience. If you refuse cookies we will remove all set cookies in our domain.

    We provide you with a list of stored cookies on your computer in our domain so you can check what we stored. Due to security reasons we are not able to show or modify cookies from other domains. You can check these in your browser security settings.

    Google Analytics Cookies

    These cookies collect information that is used either in aggregate form to help us understand how our website is being used or how effective our marketing campaigns are, or to help us customize our website and application for you in order to enhance your experience.

    If you do not want that we track your visit to our site you can disable tracking in your browser here:

    Other external services

    We also use different external services like Google Webfonts, Google Maps, and external Video providers. Since these providers may collect personal data like your IP address we allow you to block them here. Please be aware that this might heavily reduce the functionality and appearance of our site. Changes will take effect once you reload the page.

    Google Webfont Settings:

    Google Map Settings:

    Google reCaptcha Settings:

    Vimeo and Youtube video embeds:

    Other cookies

    The following cookies are also needed - You can choose if you want to allow them:

    Privacy Policy

    You can read about our cookies and privacy settings in detail on our Privacy Policy Page.

    Terms and Conditions
    Accept settingsHide notification only