You have to focus on the primary elections and even then it will be tough. The party will have its favorites, who are people who have devoted years of work or a lot of money or both. If your message resonates with your constituents however, if you have time to get out and talk to people, and you are reasonably charismatic and don't come off like a complete noob or wacko, you can win a primary election and then you're on the general ballot.

Remember that pretty much only political junkies vote in the primaries. You need to identify those groups and target them hard. Don't worry about the general public, they are not paying attention.