Immigration: Put a Direct Marketing Writer in Charge
Can you imagine being asked to make a major business decision—one involving billions of dollars and millions of lives—based entirely on rumor, innuendo and emotion?
Such is the case with immigration.
The Senate, the House of Representatives, the President of the United States, the Border Patrol and the “Minutemen”—all have different agendas.
And nobody seems to have the facts.
One way to sort the situation out would be to hire as a consultant a seasoned direct marketing writer.
Fear, greed, guilt and anger
These are the top four copy drivers that direct marketing writers use to change behavior—the emotional hot buttons that make people act.
These emotional hot buttons are driving the immigration debate.
Agri-business needs low-paid workers (Greed) so it can continue making profits (Greed); and instill in the American consumer Fear of higher food prices.
Ranchers on the border are dealing with theft and property invasion (Fear; Anger).
The Mexican government published a 31-page booklet, “A Guide for the Mexican Migrant.” Why? Mexico loves the cash—the reported $12.4 billion being sent home by Mexican workers in the United States from January to September 2004 that was responsible for 2.6 percent of the Mexican economy (Greed).
The Catholic Church, appalled at the mistreatment of its faithful (Guilt), announced its refusal to turn in illegals (Anger) and wants its pews filled with dues-paying faithful (Greed).
Most confused of all are the politicians.
Do they appeal to the conservative element that wants to build a wall and protect the borders (Fear; Anger)?
Or do they want amnesty, guest worker status and citizenship so that:
—these new Americans can supply cheap tomatoes (Fear of inflation);
—they not alienate the Hispanic voting bloc by sending the immigrants packing (Fear of losing their jobs in the next election)?