It's hard to write a good hit piece.
It's easy to write a good fluff piece. You should probably include a puppy and a few senior citizens. There are a few pitfalls. For example, if you pose your candidate with kids, it's better if they are his kids. But those mistakes are rare.
It's easy to write a good comparison piece. You just put up a picture of your candidate and his opponent, pick some key issues and show how the candidates are different. This works better if the two candidates, you know, actually have different positions on the issues.
It's easy to write a BAD hit piece. A bad hit piece has no subtlety, no finesse. It's a car bomb not a cruise missile. A bad hit piece oftentimes destroys the candidate (and the consultant) who deploys it. I've profiled a couple bad hit pieces this cycle. Some hit pieces are bad because they are overtly racist.
Some hit pieces are bad because they are so nuclear that the only one left standing is the targeted candidate. Not only do these pieces risk offending the electorate, but they also risk an editorial response. (I don't want to pick on my friend Nathan because he won't speak to me again, but it's becoming clear that I'm the only one who is still speaking to him anyway.)
If you want to see a hit piece clinic, check out the Republican Primary in CD 5.
I met David Schweikert in 1990...Susan Bitter Smith introduced us. I been friends with both of them ever since. I work with Susan on CAP issues and I was the best man at Schweikert's wedding.
They have both run for Congress and lost; they are both pros, they are both well financed and they are both hungry. They also both have internal polling that says they are tied ten days out. The gloves are off.
Schweikert fired the first salvo.
Bitter Smith is running as "Reagan Conservative" and Schweikert fashioned a variation on the classic comparison piece by contrasting Reagan with Bitter Smith on key issues.
Susan resisted the temptation to come back with a nuclear response. She learned that lesson in 2000. That's when Bitter Smith and fellow candidate Tom Liddy got into a bizarre "he-said, she-said" over opposition research that would have allegedly put fellow candidate Jeff Flake in a bad light.
The finger pointing escalated into lie detector tests and the spectacle eventually drew a sharp rebuke from Republic--which had already endorsed Bitter Smith.
However this story evolves this week, this affair has become a pathetic political side issue that demeans Arizona's most energetic and issue-oriented campaign. As we near the final week of the campaign and candidates turn up the heat, we urge each to conduct him or herself with the same sort of integrity each demands of others.
Worse than the Republic Editorial Board's response, was the awful Benson cartoon that followed. The affair derailed both the Bitter Smith and Liddy campaigns. Bitter Smith came in third and Liddy came in fourth.
So Susan had one chance to get it right this time. But it's tough. Schweikert has been running for Congress since high school, so he doesn't have a voting record that can be used against him. He's a conservative running as a conservative, so the classic "Here's what he says vs. Here's how he votes" comparison wouldn't work. He's more conservative than Bitter Smith on social issues, so a candidate comparison certainly won't work in a Republican Primary.
How does she handle it? Brilliantly.
A good hit piece evokes a subtle emotional response. It makes you feel a certain way through imagery instead of words. After all, words can be true or false, images simply ignite emotions. The image on the left is what CD 5 voters found in their mail boxes yesterday. Here's a larger version. That will get your attention.
In addition to the gun barrel, notice the font? That's classic horror movie font. The little splatters evoke an emotional response that is almost as powerful as the gun. That's why movies like Clawed use the font. Ironically, Benson used it in the Gutter Smith cartoon.
There is no way that you can get this piece in the mail and not flip it over.
The back side is even better. Here's the larger version. The only actual fact in the piece is the tired old claim that Schweikert raised the tax on diesel fuel in 1993. I've already debunked that story here. The bill that Bitter Smith refers to was a tax REPEAL. Here's the AP story about the bill.
PHOENIX - Arizona stands to lose scores of high-paying jobs unless it gets rid of a tax that costs truckers more than double the national average and nine times what they pay California, lawmakers say.
Sure, some will complain that Bitter Smith has gone too far. But this cycle has already seen mug shots, battered women and Nazi imagery; the "Make my Day" theme is mild by comparison. The hit piece doesn't cross the line. It's scary without being racist or referring to Hitler. It distorts Schweikert's record, but doesn't actually lie about it. The Gothic font, gun perspective and over all layout evoke an image of fear and violence, but those theme's aren't overtly expressed or taken too far.
The bill Schweikert supported repealed the tax on the commercial trucks and increased the tax on commercial diesel fuel. It was revenue neutral and requested by the trucking industry. But, the one fact in the piece is technically correct.
Bitter Smith has subtly inoculated herself from criticism. Notice that the pump handle is green? That's brilliant. Susan can always claim that she disclosed that the tax increase was only for diesel fuel. The rest of the piece is just imagery and emotion. It's powerful, yet unassailable.
Considering her constraints--Schweikert's record matches his rhetoric, he's the more conservative of the two, he has no legitimate skeletons and she got burned for going too far in the last campaign--I think the piece is brilliantly executed.
Let's see if Schweikert can respond without self destructing.
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