Know who you are talking to before you speak.
Many municipal candidates think that to win they must craft and deliver a message for all the voters in their ward. This approach is only going to waste your time and money. A candidate needs to discover their base and target voters before hitting the campaign trail.
Identifying base support or target voting is a bit easier in Provincial and Federal politics as you can group people by demographics, special interests, income levels, etc.. In a municipal election where party politics play little to no role at the Councillor level, you are starting from scratch.