Every Executive Needs a Copywriter
Below is an email I received from former Pennsylvania Governor Ed Rendell.
Presumably it went to a list of Democratic voters—average folks.
Statistically, half the people who received it could not understand it.
Here is the governor's email in full:
A really big deal
Friday, Mar. 22, 2013 9:21 AM
From: "Ed Rendell"
To: "Denny Hatch"
Right now, Republicans in our state are trying to diminish Pennsylvania's importance in future presidential elections—meaning that the issues that are important to you and me will get less attention at the national level. They know they can't win our state on the issues, so they're resorting to underhanded tactics and undermining the influence of our voters.
Their plan would change the way Pennsylvania allocates its Electoral College votes—splitting our votes between the winner and the loser, rather than the traditional winner-take-all approach we've used for centuries. It would end our historical role as a critical electoral state, and create a detour around Pennsylvania on the road to the White House.
In short, it's a bad idea that will hurt every Pennsylvanian, Democrat and Republican alike. And it's up to us to do everything we can to stop it.
Call Governor Tom Corbett's office right now at (717) 787-2500 and politely let him know you oppose this plan because it's neither fair nor the right thing for Pennsylvania. Here's a sample script you can use:
My name is (YOUR NAME) and I live in (CITY). I am calling today because I am opposed to changing the way Pennsylvania allocates its Electoral College votes. This plan will diminish Pennsylvania's importance in future elections and its historical role as a key swing state where candidates spend time and money focusing on issues that are important to Pennsylvanians. I urge you to publicly oppose Senate Bill 538.