Here’s an example of selling yourself by slagging off the competition:

This is a Liberal Democrat campaign leaflet we got through the door yesterday (for local elections, believe it or not – what Alistair Darling has to do with Sheffield City Council is beyond me). It mentions Labour 17 times! While this negative marketing may grab attention, is it really an effective way of winning support?

And anyone who doesn’t proofread their materials properly and misspells Britain (in first bullet point) doesn’t win my vote, I’m afraid.