“Our opponent had spent 10 times as much money as we did, and we still won.” That statement from political strategist Woodrow Johnston isn’t just talk — he’s done it more than once.
Johnston, the founder of Revere Solutions LLC, joined Hal Shurtleff on The Camp Constitution Report to discuss campaign strategy, voter behavior, and why most candidates waste their money.
From San Francisco Roots to Conservative Battlegrounds
Born in San Francisco to a Filipino immigrant mother, Johnston said growing up in California gave him a unique perspective. “I kind of just grew up thinking that the world was just very strange,” he said. “Things just didn’t really make a lot of sense.”
That confusion transformed into clarity as he stepped into political campaign work, eventually building a reputation for taking on underfunded, overlooked candidates — and winning.
Why Campaign Signs Don’t Win Elections
One of the strongest takeaways from the interview was Johnston’s blunt opinion on campaign yard signs. “I call this the lazy realtor method,” he said. “Most people, they put a sign in front of your house… and then they kind of pray that someone will buy a house.”
Johnston warns that signs are rarely worth the investment, especially for candidates with tight budgets. “It’s a really expensive way to advertise to people who can’t or won’t or will never vote for you,” he said.
Instead, Johnston urges candidates to focus on targeted voter contact: direct mail, phone calls, texts, and digital ads — all precision tools that speak only to the voters who matter most in a close race.
Turning Low Budgets Into Strategic Wins
In one case, Johnston’s team beat an opponent who spent ten times more by refusing to follow traditional advice.
“He wanted to spend it all on signs, but her opponent was spending all his money on signs,” Johnston said. “No, we are spending nothing on signs. Digital ads, text messages, robocalls — and that is it.”
This hyper-focused method allowed his candidate to dominate the small group of voters who would actually show up on Election Day.
According to Johnston, most races are won or lost by reaching 10-15% of the population — and reaching them over and over again. “I would’ve focused everything on just targeting those 1200 people over and over and over again until they just choke on it.”
The Real Value of Voter Targeting
Johnston’s team builds custom strategies for each campaign, often using voter data to zero in on swing voters, frequent voters, and high-motivation issue groups.
“Everything should just be concentrated,” he explained. “There’s a small group of people who are going to decide this race.”
And when it comes to campaign messaging, simplicity and repetition win.
“If we didn’t hear complaints that we were talking about it too much, I’d be worried,” Johnston said, referring to one successful campaign focused entirely on a single hot-button issue. “Often, a campaign has such a limited budget… you can usually only hit one [message].”
“Homeschool or Homeless School”: Culture, Education, and Conservative Values
Beyond tactics, Johnston also spoke passionately about broader cultural issues — particularly education. A homeschooling father himself, he said, “If I was broke and homeless on the street, I would still homeschool. I would homeless school.”
He criticized the state of both public and many private schools, referencing issues ranging from low standards to ideological pressure. “Why would I subject anyone to that?”
Johnston believes that raising politically aware and grounded children is not just a family matter — it’s essential for the future of conservative politics.
For underdog candidates looking to win uphill battles, Johnston’s message is clear: stop spending money like everyone else. Stop copying what doesn’t work. And remember that winning is about smart strategy, not deep pockets.
More information about Woodrow Johnston and his services is available at RevereSolutions.com.
