Take The Right Seriously, Please

We're all laughing at the right's nuttiness, especially the teabagging campaign. They say Obama isn't an American, that he is a communist, that in ten weeks he is responsible for the Bush deficit, that he is planning to put everyone in concentration camps, that he is going to replace the dollar with a world currency, that he is gutting the military... And he has only been in office ten weeks.

In fact they're back to being as crazy and paranoid as they were when Clinton was President. Remember the accusations that Clinton and Hillary were murderers, that Hillary personally killed Vince Foster, that Clinton ran a drug-smuggling operation out of an airstrip, that he was looking through FBI files, that he fired the travel office to put a cousin in, that he "sold" plots in Arlington cemetery, that he held up runway traffic to get a $500 haircut, that he used cocaine in the White House, that he hung obscene ornaments on the White House Christmas tree and the other fabrications that came daily?

We laughed then, too, and how did that work out? They took over the Presidency, the House and the Senate. Then they started wars. They tortured people. They appointed corporate lobbyists to run every agency. They filled the courts with Federalist Society judges that rule for the corporations and religious right every time. They stole billions -- in one documented case actually having the Fed ship truckloads of pallets of hundred dollar bills directly to Iraq to be distributed to Bush cronies. They destroyed the economy of the world. And they worked hard to destroy the world itself -- the arctic is melting, the fisheries are depleted, the resources are plundered... And they get away with it -- who is being held accountable for any of that?

When Joe McCarthy was spreading his poison we dismissed him as a nutcase. We laughed at the John Birch Society's paranoia, when they called Eisenhower a communist, and they ended up getting Bolton appointed to the UN. We thought the "Impeach Earl Warren" campaign was a joke and now they have the Supreme Court majority. We laughed at Jerry Falwell's Moral Majority and Pat Robertson's campaign and the religious right ended up staffing the administration with their followers. ... And now we mock them for being insane over Obama.

So I want to say, please take the right seriously. They may appear to be crazy - and they are - but this doesn't mean it isn't going to work. Let me explain.

In another life I was involved in direct mail. I learned a lot.

Direct mail lets you measure the effect of every smallest thing. You can change the color of the paper the letter is written on and then measure the effect this has -- and by the way, the color actually makes a measurable difference. Changing the price from $9.99 to $9.95 can have a significant effect on the number of people who choose to buy what you are selling. So what I am getting at is that the most important lesson I learned was there is a reason that direct mail is worded the way it is, and looks the way it looks. That reason is that it works. "Buy now" is a call to action, and if you put "buy now" at the right place in your offer, people ... buy now. Every single word, the color, the font, the thickness of the ink, the headline, even the placement of periods and commas have all been tested and they are there because putting them there that way increases the number of people who make the decision to buy.

Repeat: they do it because it works.

What the right did in the Clinton years worked. They know how to do this stuff. That is why people across the country are reporting that a mass robo-call effort is underway to invite people to these tea parties. This is a funded strategic operation. They are reaching out to the general public with their message that Obama and "liberals" are to blame for the economy. They are setting the stage to own the issue when the economy gets worse.

Going out and talking to the general public with their message is effective, and that is what they are doing. Everything with them is about shaping public opinion. Everything is propaganda, saying whatever they need to say and refining what they say until it is having an effect, and then repeating and repeating that message. It's just standard marketing and advertising. And they get away with it because they are the only ones doing that. They have an entire TV channel dedicated to telling the public that conservatives and their ideology are good, and that everything that is bad in their lives is the fault of the liberals. They still have dozens - hundreds - of radio shows repeating that message 24 hours a day across the country. They still have hundreds of paid operatives writing op-eds, books, speaking to groups, appearing on their TV and radio shows, always always always repeating a coordinated strategic message.

It works. They're doing it and they are funded and strategic. We aren't. We're right and they are wrong, progressive policies and candidates are better for people than conservatives ones, but we aren't telling the public. We have no coordinated marketing effort to explain to the general public how and why progressives and progressive ideas and policies are better for them than the conservative approach. Until we do the right remains just as dangerous as ever.