How to Win a Marginal Seat: My Year Fighting For My Political Life

by Gavin Barwell

During the 2015 general election, the contest in Gavin Barwell's constituency of Croydon Central was by any measure - the amount of money spent, the frequency of visits by ministers, the volume of literature delivered or the number of political activists pounding the streets - one of the most intensive constituency campaigns this country has ever seen. At the end of it, after an experience both physically and psychologically gruelling, Gavin had clung on by the skin of his teeth, and had a story well worth telling. Journalists produce a great deal of commentary on the leaders of our political parties, their campaign strategies and key messages. Elections, however, are won and lost on the pavements of only about 100 so-called marginal constituencies - places like Croydon Central.This book gives an unparalleled insight into what it's like to be an MP defending an ultra-marginal seat. It answers questions such do activists knock on your door - do they really think a quick conversation is going to change your mind?What is it like to find yourself splashed across the front page of a national newspaper?How do you cope with the very real possibility that you might be out of a job tomorrow?How to Win a Marginal Seat is a fascinating behind-the-scenes look at how campaigning is conducted at the coalface of British politics.

Genres: Politics, Nonfiction

284 pages, Kindle Edition

Published March 17, 2016

Reviews

[Matthew Calvin · Rating 5 out of 5]

I picked this book up in the library, thought it looked interesting, and three hours later looked up to realize it was 2018. I found it totally immersive, giving a feel for the hard slog MPs in marginal seats go through to save their jobs. The election for Croyden Central was one of the closest in the 2015 General Election, being won by a margin of just 165 votes. This is the story of the local campaign that made this happen. This is incredibly local politics, and talks about issues like school field sizing, pedestrian access to stations, and the intricacies of local employment and benefit statistics. It really should not be as interesting as it is - I think what saves it is the authorial voice of Gavin Barwell, who comes across as utterly charming with a wry sense of humour. There were however some limitations. The first chapter, describing the 2010 election and prior were not especially clear and it was hard to keep track of when events were happening. Fortunately as it gets into the 2015 campaign this issue goes away. Secondly I did find it tended to lean a bit too much towards a blow by blow account, some sections feel like they're retreading the same ground covered before rather than giving a general idea of the campaign. Nonetheless I greatly enjoyed this book, and feel like it gave a great insight into how a competent and carefully thought out local campaign is run. Would definitely recommend to anyone interested in politics, especially at the local level.

[Joe Eaton · Rating 4 out of 5]

As someone who works for an MP in a marginal seat, I very much read this with the intention of adopting any ideas that might help out.

Although the book does not present any revolutionary ideas that could transform a marginal seat into a safe one, it offers plenty of smaller strategies to help secure votes at the margins. When fighting for a marginal seat, those incremental gains are exactly what matter.

The most useful tips were around fundraising, utilising voter ID codes in novel ways, identifying clear squeeze voter demographics and having residents write personal recommendation letters to their neighbours.

Gavin’s Westminster tours, which he deemed were his biggest vote winner, is a great idea but clearly highlights the divide between being an MP in London and elsewhere in the country. Shipping a few thousand residents for a tour round Westminster to personally get to know the candidate better is certainly easier from Croyden than Crowle.

Overall though Gavins writing style is easy to read and the book is broken up into plenty of sub chapters meaning it is possible bookmark at plenty of convenient points.

Ultimately, however, his own situation highlights the importance of a well functioning and popular government. As regardless of how strong his personal vote was, he still lost his seat at the next general election.

[Stewart · Rating 5 out of 5]

This was a really useful and topical read. Definitely some great ideas, tips, and tricks about winning and defending a swing seat, or "a marginal," as the Brits would say. Worth a read for anybody interesting in local campaigning and constituency politics.

[Gavin Barwell · Rating 1 out of 5]

Inaccurate and not up to date
I attempted to use this book to win the 2017 General Election, but utterly failed because the book fails to mention how to defend a government that is divisive, attacks the working class and refuses to build council housing

[Paulisbored · Rating 3 out of 5]

Interesting behind-the-scenes look at an election campaign. Very readable (apart from the odd page on poll results!).

[Jenny Worstall · Rating 5 out of 5]

As one of Gavin Barwell's colleagues said to him on his return to Westminster,
"You're still here. What was all the fuss about?"

This book is an honest and amusing account of what all the fuss was about - how GB hung onto his parliamentary seat by 165 votes in the ultra-marginal constituency of Croydon Central in 2015.

The reader is taken through every twist and turn of the campaign, with eye-wateringly complex details of canvassing and masses of technical data to absorb - but at its heart, this is a human interest story with universal appeal. It is about the struggle of "the man who is actually in the arena, whose face is marred by dust and sweat and blood."

I particularly enjoyed the scene where GB's son, on arriving back home around 7am with his family after an election night like no other, suggests that as he has missed the bus to school, perhaps he might have the day off. GB's answer? He drove his son to school.

[Lucy · Rating 3 out of 5]

Accessible, worth a read for those interested in local politics etc.
Would have been better if the 'credit where credit is due' had extended beyond his Labour opponent to other parties - happily gave Conservative party the credit for key coalition achievements that were Liberal Democrat policies.