I posted this at my blog a minute ago

» Hillary Clinton’s Direct Mail Piece

but figured everyone here would like it also.

Anyone know Hillary's copywriter?

You know, I believe I've seen that picture actually used in his own compaign...and I remember immediately thinking "he looks like he's proud of going to the potty on the big boy's toilet for the first time." I'd say he needs a better photographer.

Hi,
The Clinton's strategy with Obama. Has been backfiring . This direct mail piece didn't seem to help to much did it. Their options are limited. When it comes to just how unflattering the pictures of Obama can be .

Even though Obama's smile come off as a bit goofy and dreamy. Hillery's looks a bit forced .

Ken.

I think they've had so much press lately that it's going to take a ton of work to correct their perception now.

Hardcore attacks don't get you a great perception, although they do work and have been used forever. Subtle attacks seem to work best.

I can't believe that the US political system has candidates OPPOSING one another, instead of the opposition party.

Man, your political system sucks.

Hugh
Australia

Tubs is right. We need to end the debate. The current president should select 2 individuals to run against each other in the election. That way, we'll be absolutely certain to get two worthy candidates instead of two people that the idiot populace wanted to vote for.

I'm thinking the same model would work in business too. People should have their choice between two copywriters. One writes for the branding crowd, and one for DR. All this choice is just too damn confusing.

Eric,
I am not going to argue with your reply. For some reason it look both serious and sarcastic .

The main reason for the primary process. Is so people can s how a candidate hold up under attacks. Only the strong (and rich) survive.


Ken

Gotta narrow it down somehow

Ricky,

Another interesting element of this piece is the sequence or order the Hillary and Obama's pictures and records are displayed. Hers first, then his.

Personally, I probably would have reversed the order.

Two reasons...

First, you have to consider the primacy vs. recency effect. We remember best what either comes first or last. But in a battle of two - which is the better position? How often is a gold medal won by the last performer? It's a stronger position because the performance is most vivid in the judges minds when they caste the final votes.

Second... The Problem > Solution formula. Persuasion is stronger when we lead with the problem before presenting the solution. Take a look at before and after photos - which goes to the right - which to the left?

That's of course personal judgement - and I'd love to know of historically political advertisers know from testing that the sequence they chose is stronger.

But I'd never shoot a commercial featuring two candidates and end on the one I didn't want people to choose. Yet this is the order they choose for the mailing.

Your thoughts?

Robert