Communication and the application of language is critical to conveying of political activities to electorates globally. This is critical to convincing the electorates towards gaining political support. The study on demystifying political marketing and performance of political parties in Kogi State North-Central, Nigeria is written to examine the extent to which effective use of political marketing tools influences the performance of political parties in Kogi State. The study adopts descriptive research survey design. The population of the study is the entire electorates who collected the permanent voter’s card during the 2019 election. The total population is 1485828 and the Godden 2004 sample size technique was adopted in reaching 384 respondents using a structured questionnaire. The data were analyzed using descriptive and inferential statistical analysis while the hypotheses tested using linear regression. The study revealed that a significant positive relationship exists between political marketing and performance of political parties in Kogi State, North-Central, Nigeria. Therefore, the study recommends that aggressive political marketing strategies and specifically political advertising and political publicity be strengthened to enable political parties convey their political ideologies, political views as well as effectively sell their candidates to the electorates.