James Carville

Denny Hatch is the author of six books on marketing and four novels, and is a direct marketing writer, designer and consultant. His latest book is “Write Everything Right!” Visit him at dennyhatch.com.

The 2010 election was not a great one for Democrats, as scores of candidates were defeated in a Republican wave. Their control of the U.S. Senate was maintained, though, and 2011 saw several direct mail efforts by the Democratic Senatorial Campaign Committee to see that it stayed that way. Centering on the theme of "I Am The Firewall," the mailings tried to energize Democratic supporters, to make certain that nothing was being taken for granted.

If the 2008 election was about hope and change, the 2010 mid-term campaign, judging by its direct mail, was mostly focused on anger. That's the most obvious takeaway based on a review of the fundraising appeals and campaign fliers that we've seen during the year. Whether directed at President Obama, or at Congressional leaders Harry Reid and Nancy Pelosi, this emotional touchpoint dominated political mail like it hasn't since the days of Bill Clinton.

Remember that nice, post-Inauguration glow? Well, it was nice while it lasted; it was back to politics as usual in July's mailstream. The centerpoint of efforts by both main U.S. political parties is, of course, President Barack Obama and his administration's agenda.

Deep Throat said it all: "Follow the money." Pennsylvania lawmakers want a $11,402 raise--up from the $69,649 per year they get now. Already the fourth highest-paid state legislature in the country, the Keystone state boys and girls would surpass New York ($79,500) and Michigan ($79,600). Only California pays its legislators more-- ($99,000 now, $110,800 come December). The average Pennsylvanian earned $38,532 in 2004. Should lawmakers earn twice the state average and 8-1/2 times the minimum wage of $5.15? Is this not positively indecent? On the other hand, could it be that state legislators and members of Congress are held in such low regard--and accomplish

By Hallie Mummert "It's the economy, stupid!" —infamous slogan on a sign in James Carville's office during the Clinton-Gore election campaign of 1992 "It's the offer, stupid!" —a favorite saying of Bob Hacker, founder of direct marketing agency The Hacker Group These two quotes have more in common than their structure: Both were said by colorful characters whose style of getting to the point in a fun but take-no-prisoners way earns them much respect and success. The most important trait they share, though, is that they are highly applicable to the current marketing environment. In a recent teleconference, "In the Event

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