Immigration: Put a Direct Marketing Writer in Charge
—these illegal aliens can become citizens and show their gratitude by voting for these politicians who made the whole thing possible (Greed)?
Separating Facts from Emotion Is Akin to Turning Features into Benefits
Fledgling direct marketing writers do not understand the difference between features and benefits.
A feature is a fact about the product or service being sold.
A benefit is what a writer creates to connect the fact to the emotional needs or wants of the prospect.
An example is life insurance. The feature is $1 million if you die. The benefit is you can sleep soundly knowing that if the unthinkable happens, your loved ones are protected.
Supposed Facts (or Features) of Immigration
* 11 million immigrants are already here. (Is it 11 million? Does anybody know the real number or where they may be?)
* These immigrants work for beggars’ wages so that agri-business, its stockholders and consumers can benefit. (How much are they paid, really? In terms of Mexico, are not these great jobs?)
* The cost of food is kept down. (How much more would food cost if American citizens harvested the fields and washed the dishes in restaurants?)
* Thousands of illegal aliens are invading the country. (If they are sneaking in undetected, how do we know how many?)
*Illegal aliens pay taxes. (Do they? How many of them are paid in cash and thus pay no taxes?)
* Are terrorists, criminals and illegal drugs being smuggled across the borders?
If these questions could be answered with hard numbers, would the government have a better grasp of the issue and pass relevant laws that served the interests of the country rather than themselves?
It would be a start.
But the problem has other dimensions.
Given the water crisis in the West and Southwest, should these areas be used for irrigation farming at all—let alone harvested by illegal aliens? What is the long-term effect on the land and the economy of cities, such as Los Angeles, that face severe water problems? Water rights are being bartered and sold as lakes dry up and salmon runs are decimated.