This should be the easiest campaign ever because the Bush record is the gift that keeps on giving.
Contrast is the key. Make Bush defend his terrible record or otherwise claim it's good when everyone knows it isn't.
Don't get me wrong, I'm not one of those "Kerry is doomed!" chicken littles, but I do think Kerry could do a better job articulating a clear case for change.
The good news is that getting this right is a piece of cake. Here's how:
Every issue should be presented as a contrast:
On Jobs:
"George Bush has lost 1.X million private sector jobs under his watch. Maybe he's satisfied with that record. I think we can do better."
There's your 7-second sound bite. Your longer sound bite, if you get the chance, would quickly list proposals, e.g., "We can do better by changing the tax code to stop rewarding companies who outsource our jobs overseas, etc."
On Health Care:
"3 millon more families have lost health coverage since George Bush took office. Maybe he thinks that's not a problem. I think we can do more to support the American family."
On Iraq:
"George Bush used shaky intelligence to send our troops into Iraq without a clear exit plan. Having experienced the horror of war, I can promise you that I will never put our troops in harm's way without giving them the proper tools to do the job, and without a clear exit plan."
It's that easy.
The Republicans understand how to do this (http://www.mydd.com/story/2004/9/1/144449/8267#comment_top) . If the Kerry people do, we should win this election easier than many expect.
At the convention, Kerry provided the argument for his credibility. Now is the time to clearly state the need for change.
Am I missing something, or is it this easy?