Republican Direct Mail Plays the Obama Card
In political direct mail, one of the keys to success is energizing a candidate's (or movement's) natural base. For many conservatives, there's no better way to generate that motivating anger (and to influence Republican voters in an election year) than to mention President Obama.
Faith and Action (Archive code #601-711171-1006, in our Who's Mailing What! Archive), an evangelical group, notes on the front of its 6"x 9" outer that "Conservative Justice Samuel Alito is under attack from liberals for standing up to Barack Obama!" Inside, the supporter is invited to fill out a card thanking Alito for his actions during the State of the Union address earlier this year.
Likewise, Former House Speaker Newt Gingrich reaches out to the Religious Right for his Renewing American Leadership (Archive code #601-717806-1006). The simple teaser on the #10 envelope also invokes the president's name: "Barack Obama: 'We're no longer a Christian nation.'" Inside, Gingrich sets himself and his audience apart from Obama: "I hope you will join me ... to reclaim America's Judeo-Christian heritage."
In a #14 envelope dominated by a single 3-1/2" x 9-3/4" front window, Faith & Freedom Coalition (Archive code #601-718040-1005) announces a "Campaign to STOP President Obama's Far-Left Agenda for America." The effort includes an "opinion survey" of "politically-active hardworking American taxpayers."
With carefully written leading questions — a time-honored direct mail technique — this poll leaves little room for debate about details. For example, asked about Obama's respect for "principles of liberty and limited government," the donor is given choices of "Zero," "Some," "A Lot" or "Undecided."
Subtlety completely disappears with another #14 outer, this one mailed by the American Conservative Union (Archive code #601-177067-1006A). Across the bottom of the front is the bold call to action: "Resist Obama and Save America!" The large window above it next to the address shows the freemium inside, a "DON'T TREAD ON ME " rattlesnake flag.
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