Political consultants spend a lot of time trying to manufacture enthusiasm. And they make a lot of money doing it — or failing to do it, in many cases. Kamala Harris’ campaign ended up in debt, to the tune of tens of millions of dollars, because they paid a few celebrities to pretend to like her. This kind of political marketing is big business because, increasingly, our politicians are out of ideas. They’re inauthentic. They’re not particularly bright. So they cut some checks, and hope for the best.
But the best kind of political messaging, and by far the most effective, isn’t really political at all. If you want to motivate millions of people to vote in a particular way, it’s actually not that difficult. It doesn’t require a convoluted argument, or an appeal to authority, or exhaustive statistics, or anything like that. All you need to do is show people what’s been taken from them.
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