James Carville

If the 2008 election was about hope and change, the 2010 midterm 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.

“How to Look Good Naked” … “Yard Crashers” … “Pimp My Ride” … “Extreme Makeover” … “Kitchen Nightmares” … “What Not to Wear” … “This Old House” … “Makeover Manor” — we are a society obsessed with transformation, renovation and beautification projects. And while I can’t match the pimpologists’ promise to “turn your hooptie into a dope-ass, date magnet,” I see plenty of letter copy that could benefit from a talented wordsmith’s makeover. I don’t mean changing the offer — although lackluster offers also abound. Instead, I suggest restyling the language to get your offer noticed, in a good way. Your letter’s

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