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Politics and direct response copy

by Alex Cohen
5 replies
It's well known that the Obama campaign used direct response copy during the 2008 campaign to build a list and get a ton of donations.

And we're seeing them use it again this current go-round.

Check out the email his campaign sent out this morning...

Obama Sends Out Creepy Email: 'Sometime Soon, Can We Meet For Dinner?'

It uses several excellent persuasion techniques.

Which ones do you see?

(No politics please. Just critical analysis. Thanks.)

Alex
#copy #direct #politics #response
  • Profile picture of the author Arock
    First of all, it is not creepy as the author states. The subject-headline stands out and makes you open the email. Perfect. Nice. The pre-signature PS is very nice too. I bet a lot of supporters would respond.

    If it were not from the President, I would think of the headline as an underhanded spammer tactic.
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    • Profile picture of the author Alex Cohen
      Originally Posted by Rockwell View Post

      First of all, it is not creepy as the author states. The subject-headline stands out and makes you open the email. Perfect. Nice. The pre-signature PS is very nice too. I bet a lot of supporters would respond.

      If it were not from the President, I would think of the headline as an underhanded spammer tactic.
      You're right Rockwell. That subject line is great.

      For an ardent supporter of the President, meeting him in person would be a dream come true.

      Another effective persuasion technique is the copy's use of the word "you". It's used ten times in the email.

      Alex
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    • Profile picture of the author Bruce NewMedia
      Originally Posted by Rockwell View Post

      First of all, it is not creepy as the author states. The subject-headline stands out and makes you open the email. Perfect. Nice. The pre-signature PS is very nice too. I bet a lot of supporters would respond.

      If it were not from the President, I would think of the headline as an underhanded spammer tactic.
      I'd have to agree with Rockwell, it's not creepy at all. Talks to an audience that no doubt likes him already. Dangles a carrot, it's probably working, too.
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  • Profile picture of the author Arock
    I think direct response works best for politics. You already have an emotionally charged crowd (on both sides) that are highly responsive to the message and often the candidate.
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  • Profile picture of the author EricMN
    This copy makes me want to donate and I'm not even American!

    I love the sense of hope and recognition it elicits. A few questions that I wanted to bring up about it for discussion. . .

    "Please donate $5 or more to be automatically entered for a chance to join me for dinner."

    Do you feel this line takes away from the sincerity or perhaps authenticity? I feel as if the call to action here suddenly falls off from reading a letter from the president and feels that I'm instead talking to his campaign manager.

    Of course if this was the same line used in the previous campaign then the familiarity certainly helps.

    "When you do, you'll have a chance to join me for dinner"

    Do you think it would have been more compelling to say "join you for dinner" instead of the reader joining him? I'm not sure. What is more appealing, going out for dinner with the president or having him in your very own home.
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