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Monday, April 09, 2018

Another post on personalization of email contribution solicitations. Earlier Laura Moser in Texas was the focus. Her again, and then Lori Swanson, each with a differing approach.

MOSER: Previous Moser commentary, here. There a full email example was posted. Now, again:

This week, I wrote you about my experiences as a teenager with a heart condition, and how a combination of good timing, good geography, and good insurance helped save my life.

My twenties were a little rockier. When I suffered a comparatively minor injury to my shoulder in 2004, I no longer had the luxury of consistently high-quality health care. My husband, Arun, was also a freelancer, and also under-insured. He’d grown accustomed to spacing out doctors’ appointments and rationing pills for his ulcerative colitis.

As I’ve written before, our lives forever changed when Arun got a job working with then-Senator Barack Obama’s 2008 presidential campaign. That marked the first time in our adult lives that we’d had consistent access to high-quality health care.

We were grateful for that coverage -- and we were even more thrilled when President Obama signed the Affordable Care Act. But we never for a second thought that the ACA was the end of the story. And although I haven’t asked him, I think President Obama would agree -- this fight is long from over.

Here’s what I think we need next:

- Medicare for All -- a single-payer system that covers all Americans
- An emphasis on preventative health-care measures
- Equal access to health care for everyone, including those with pre-existing conditions and disabilities

I’m the only candidate in the Texas 7th Congressional district who is fighting for a single-payer system. Will you stand with me by chipping in $5 to support our campaign?


Nobody should have to wait to get a new job in order to access health care in this country. Nobody should have to skip appointments or ration pills. It’s just that simple. And it can be that simple in Congress too, if we win this campaign together.

Thanks for everything, as always.

Your friend in the fight,

Laura Moser

[bolding and ActBlue solicitation link in original] A critique might be to have another bullet point about expanding VA bargaining power with drug companies over pricing to include all federal pharma purchasing by bargain.

SWANSON: An excerpt:

Attorney General Lori Swanson stands out as an authentic leader. Lori has built an office of talented people who have grit and determination. She recently secured the largest environmental recovery in Minnesota history (100 times the next largest recovery and the third largest of its kind in the nation’s history.) She was one of only two Attorneys General who initiated the lawsuit that stopped the unconstitutional travel ban last February. She has recovered over $100 million from pharmaceutical industry rip-offs. She is the only Attorney General to secure a verdict against a for-profit college that ripped off students. She is the only Attorney General to close down the largest credit card arbitration company. She is the only Attorney General to ban a bill collector from shaking down patients in hospital emergency rooms. She repeatedly prevailed against insurance companies that locked up the savings of senior citizens in long term and expensive investments.

Simply put, Lori has accomplished more than any Attorney General in the country.

Within the email Swanson touts an ad not yet on TV, but on the homepage

http://www.loriswanson.com/

Having noted the effectiveness of the Swanson email recitation, the ad she links to is a disappointment. It has bothersome obtrusive background music obscuring the message of effectiveness in office. (Claimed in the email as the committee's doing, you watch and ask: What effective thinking person would blare Carl Orff's Carmina Burana in Swanson's behalf?)

Setting a candidate apart from the herd is the point of advertising a candidate's appeal. Better than others in effectiveness is the heart of what needs saying. As done in the email.

If using a voiceover instead of Swanson herself speaking, it could parallel the email text with bullet items added one after the other onscreen as mentioned, since the message is to be to show an ongoing effectiveness pattern, special in its extensiveness and inclusiveness. The word "only" should receive emphasis by repeating.

The posted item is a dead-center-of-the-herd ad in styling and presentation; i.e., the ad is bad.

Perhaps a music-free opening, "Minnesota Attorney General Lori Swanson stands above the norm," as a beginning voiceover. When the ad hits on TV and viewers are getting up to grab a snack and a drink or to hit the pot, they will at least hear that instead of intrusive tonal dissonance.

Then Lori, stating her tout list, with each added as a bullet point on the screen as it gets mentioned, might work. Ending, perhaps with a voiceover, "There are other good Attorney Generals in the nation besides Minnesota's Lori Swanson, but why not stay when you have the best?" Yes the proper plural is "Attorneys General," but it is not what people say. And "stay" in the sentence will sound, with "stay with who you have" condensed that way and people on hearing "stay" subconsciously filling in the word. (Dog owners in particular would hear "stay" on TV as having multiple dimensions.)

Use this ActBlue page to assist Swanson's effort to hold the AG seat.