The swing voters out there may not pay much attention to the details of candidate positions, but they do notice when the media reports that some opponent out there ridiculed some aspect of your candidate's character, appearance, or personal qualities. The Republicans know this. Unfortunately, Democratic campaign strategists don't have a clue as to how to respond to these personal attacks. They typically advise their clients to try to change the subject and focus the media's attention on issue positions, and hope that the personal attacks will fade over time. THEY COULD NOT BE MORE WRONG. It didn't work for John Kerry and it won't work for John Edwards.
What Edwards' advisors apparently do not realize is that the constant attention his $400 haircut has gotten in the press actually provides him with a tremendous opportunity to define himself favorably in the eyes of the swing voters who will put him into office. It's the kind of opportunity you should want to invest some money in. Now would be the ideal time for Senator Edwards to buy some air time in a few selected markets to present his response to the "issue" that has been made of his wealth. It's an absolute certainty that his response would be picked up and replayed all over the country by the free media.
With the right kind of response, he will be able to replace the cynical image that many people now have of him (including many Democrats) with an authentic image that reveals his true character. If he does it in the right way, it will do more for him in the polls than any position paper ever could. He needs to face the camera and talk in a relaxed way with some humor about the big fuss that is being made of his personal fortune. His general purpose should be to laugh at the criticism that has been expressed and then just share his sincere values with his audience.
I'm thinking that perhaps the best way to focus the audience's attention on him and on the authenticity of his character is by having him stand in front of a blue screen, or perhaps have him sit on a stool in front of the blank background. He should comfortably fill up the screen; occasional close-ups may not be at all necessary. I think it would be a good idea if you said something like this, John:
(Maybe think of Andy Griffith as you read the following)
"Hi there... Yes, [smiling] I'm the guy running for President who got the $400 haircut several weeks ago. Since everybody's been talking about it lately, I thought I go ahead and say a few words about my financial position and the haircut and about what I'd like to do for you, if I were to become elected as your President.
It's no secret that I have been fortunate enough to acquire a sizeable fortune in my lifetime. I worked hard, played by the rules, benefited from some lucky breaks, and was able to use some of the abilities God gave me to succeed in my profession as an attorney. I have indeed been very, very fortunate.
I now have a net worth of several million dollars. With that kind of money, my family and I have been able to afford many things that most Americans cannot afford. We occasionally go to very expensive restaurants. Elizabeth and I have been able to buy the large house that we had both dreamed of for so long. I've even had the occasion to spend some of that money on some rather silly things like expensive haircuts. (I suppose it's one of those crazy things most people would do if they had won the lottery and money was no object.)
I have to tell you, if it was not for the fortune that I acquired through God's grace, I would never have been able to even dream about running for President some day. That's what it takes these days. Rich people are the ones who are going to be able to afford to run for President (or who are likely to have a fighting chance). For the voter, the question is, unfortunately, which of those rich people running for President are you going to vote for?
I may be a rich man now, but I was not always so. I still remember where I came from. My father worked in a mill... I have an identity with those who are struggling to get ahead in this life. I believe that those who are fortunate enough to enjoy life's privileges are morally obligated to look after the welfare of those who must struggle every day with life's many frustrating challenges. I want to be President because I want to help you.
I want to see if I can't persuade the other members of the upper class to join me in a great patriotic effort to end poverty in America. You know the rich people who have been supporting the Republican Party for so many years? I want to ask them to join me in agreeing to higher rates of taxation so that we can provide health care and dental care to all who are in need. I think we need to ask the most privileged class of Americans to be patriotic about something other than war.
I have to say that I'm kinda surprised that a big deal has been made of the fact that I'm a wealthy man. (Smiling) Aside from (Mike Kucinich) or maybe ____, which of those who are running for President are not wealthy? Even those who are not millionaires still bring in far more income than the average American voter will ever see. Seriously folks, if you're worried that a wealthy man is not likely to care about your problems, then I'd say that you must surely be talking about the rich Republicans who have been running this country for the past seven years.(Nodding with a measured smile)
And you know something about that haircut? (Smiling) Although it was a really great haircut, I'm not so sure that it was worth all that I paid for it...
You've got an incredible opportunity here, John; please take advantage of it. Oh yeah, and you might want to spend some time reading this.
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