How can we make a vote for Obama feel satisfying for the swing vote? What can help counter the narrative elicited by the question "is he ready to lead?".
This is not some S&M thing. Whether we like it or not, we humans love to correct perceived injustice. It makes us feel good to punish those who have wronged us.
The Republicans have wronged America and it is time for America to mete out retribution. If voters have in mind the notion that the Republican party as whole needs to be punished, then they will love to tick the box beside Barack Obama. We need to make a vote for Obama feel like a corrective action. It needs to feel like triumphant cathartic vengeance. This kind of narrative could be highly effective, making the election a referendum on the Republican party.
Different things will appeal to different voters. Obama's is an inspirational story, and he is the best candidate America has seen in a generation, but for those who are afraid because he seems "different" we should offer an alternative:
- If you've been laid off, it's the fault of Republicans. Stick it to them by voting Democrat.
- If you're paying too much for gas it's the fault of the McCain-Republican war in Iraq (and a failure to improve CAFE standards when they had the chance). Stick it to the Republicans by voting Democrat.
- You have been lied to, talked down to, defrauded, and cheated by the Republican party. Slap them upside the head and vote Barack.
- Your money has been taken. The Republican party has reorganized the economy in favor of the richest 1%. They've turned YOUR hard work into money for their friends. Kick 'em in the groin, and vote Democrat this time.
Swing voters should leave the ballot box feeling proud that they've helped see justice served. By checking the box next to "Obama" they've deterred Republican lying and cheating, they've punished political smear tactics, and they've taught the cocky, self-assured, self-righteous, and selfish Republicans a lesson.
Ticking the box should not be something they do reluctantly. It should feel cathartic.