Feel free to hit me. But wait a couple days.
The late hit is the fear of every consultant, candidate and spouse of a candidate. And I am sure, whatever form it takes, mail or TV or radio or phone call, the late hit will always be in play as long as there are elections.
However, I believe, and it seems every other consultant I talk to, thinks the late hit is ineffective and often times backfires.
To illustrate this point, does anyone remember that just days before the Presidential election in 2000, it was released that George W. Bush had a DUI back in 1976? Most American’s don’t. But at the time it made Bush, a responsible father and husband and governor, into a sympathetic figure, being attacked by those who wanted to bring him down. Ostensibly to help the other guy he was running against, who ever that was. I can’t remember.
So if you (read your consultant) has ‘the silver bullet’ hit mail piece on your opponent printed and ready to mail just days before the election, think twice. It could and probably will backfire. And condemn you to be… Read More