In 64 BC, at the age of 42, the brilliant orator and lawyer Marcus Tullius Cicero decided to run for the position of consul, the highest office in the Roman Republic. On the eve of the campaign his younger brother Quintus — who possessed an unfortunate penchant for the most outrageous acts of cruelty — penned a detailed strategy memo outlining what his older brother needed to do to win the election.
The frank advice, eerily similar to the realpolitik of Niccolò Machiavelli, is as relevant today as it was 2000 years ago. For our current political leaders the pragmatic counsel contained within the Commentariolum Petitionis or Little Handbook on Electioneering, recently translated by Philip Freeman, is well worth a read.
Quintus initially assures his older brother that he has what it takes to be victorious. The opponents he will face are brutes, murderers, philanderers and spendthrifts. But the Cicero brothers are political outsiders and if they want to win they need to command the Field of Mars. Every ballot is a grueling contest so therefore focus your attention and leave nothing to chance. Campaign incessantly. Discipline is the key to electoral success!
Quintus urges his brother to surround himself with people he can trust. Politics is full of deceit and betrayal so choose your campaign staff wisely. Make sure you have the support of your closest friends and family members, as the worst kinds of leaks originate from those who may be aware of your greatest weaknesses and improprieties.
The other precepts laid out are just as prudent. Promise everything to everyone. If problems emerge after the election it is easier to deal with them if you are in power. Engage in the art of flattery. Tell people what they want to hear. Make voters feel they are important. Shake as many hands as you can. Try to remember names and faces. Notwithstanding how objectionable you find your supporters, be sure to count their votes. Call in favours and offer future rewards to those who join the effort. Remember that the electorate is both gullible and self-interested.
Quintus counsels his brother to exploit the weaknesses of his opponents. Opposition research was more or less invented by the younger Cicero. Do not pass up the opportunity to remind the voters of the crimes, sex scandals and alleged corruption of your opponents. Draw attention to their weaknesses to distract from their strengths.
Finally Quintus advises his brother