Time to talk bins
The air war will, of course, continue right up to polling day.
Before voting on Thursday, the final messages will be refined, delivered and broadcast.
But alongside all that is the ground war: always critical, these days far more sophisticated.
Among many intriguing items on GMS this morning, I caught the report from the Stirling constituency which featured vox pops highlighting the concerns of individual voters.
Did you hear it? Well worth a listen. Folk were worried about familiar themes: jobs, the state of their city, public services.
But those concerns were tailored. An elderly woman reflected on what she perceived as a general decline in the condition of the place she lived.
A parent voiced concern about school provision. A man from rural Stirlingshire urged attention upon.....rural Stirlingshire.
Which proves a point. Down the years, I have watched umpteen eager politicians who are desperate to put their issue/obsession over to the voters.
Flow of votes
They are frequently disappointed - occasionally irritable - when the voters want to talk about something else. Those politicians, needless to say, scarcely win, unless they amend their style.
Which is where the air war and ground war coincide. Parties hope that their range of messages will get through, somehow, in the weeks, months and years prior to a contest.
On the doorstep, they have to tailor those directly to the concerns raised by folk.
You must go with the flow of the voters.
If they are worried about the refuse collection, there is little point in delivering a panegyric on the merits of European integration. Better start talking bins.
As I have discussed previously, sophisticated canvassing now involves producing a mosaic picture of a constituency: who is worried about what, who needs reassurance on a particular point. Suitable leaflets / visits will duly follow.
By now, of course, it's largely down to core messages - and to getting the vote out on the day.
Positive or negative
All the parties are fully aware of two points re polls. One, they may be wrong. Two, they may not translate into a uniform picture on the ground.
Of course, if the swing is in, then it will have an impact, positive or negative. But, if that swing is limited, it can be countered by local constituency effort: targeted canvassing, lifts to the polls.
Of course, parties also want to ensure that any swing in their favour is reflected in both the constituency and regional list options. Hence the renewed stress on all sides on both votes.