Parties often tailor their campaign message differently to different groups of voters with the goal of appealing to a broader electorate with diverse preferences and thereby winning their votes. I argue that the strategy helps a party win votes if it can convince diverse groups of voters that the party is ideologically closer to their preferred positions. Using election data from nine Western European democracies, I first show that parties gain votes when they appeal broadly. Analysis of individual-level survey data suggests that voters perceive broadly appealing parties as ideologically closer to their own positions, a finding that identifies a plausible mechanism behind the aggregate positive effect of this strategy on party election performance. These findings not only help explain the behavior of some European parties, but they may also offer a potential recipe for electoral success in multiparty democracies. P olitical pundits, commentators, and scholars alike expect clarity and consistency from political parties, especially in multiparty systems. While Downs (1957, 136) argues that parties in a two-party system should disguise their positions "in a fog of ambiguity" to increase the size of their constituency, he argues that parties in multiparty systems should distinguish themselves ideologically from each other and take clear and differentiated positions to win (126-27).Taking clear, consistent, and differentiated positions also has important implications for many normative conceptions of representation and is often thought to be critical for the effective functioning of a representative democracy (Berelson 1952;Dahlberg 2009). When parties do not clearly articulate their positions, or appear consistent and to the point, voters arguably have a much harder task when attempting to identify the party that would best represent their interests in office. The failure to take clear and consistent positions during campaigns Zeynep Somer-Topcu is Assistant Professor,