The best ads are those that deliver a direct benefit, that quickly and clearly deliver the compelling reason that you should choose that product or service from among its competitors.

“When it absolutely, positively has to be there overnight.” Fedex.

“We can save you 15% or more on your car insurance.” Geico.

Often creative orgies that win advertising awards only obscure the message and do not serve to sell the product.

Similarly an ad may try to borrow your interest in some sexually appealing, humorous, or emotionally triggering ad that really says nothing compelling as to why you should buy that product over others. It is a weak position and is an admission that there is really nothing unique or valuable about your business or product.

Even an attempt to “reposition” your competition (“We’re number 2 so we try harder”- Avis) which can be effective is weaker than having that singular position that distinguishes you from the crowd.

Rush Limbaugh is the “borrowed interest” that Democratic strategists have used to obscure their own message. Seeking to position their opponents by attaching them to an unpopular figure is another way of saying they do not have a compelling message and reason to maintain support.

Dealing with mass publicity and figures carries an uncontrollable risk that may easily backfire. Rush’s audience is growing from the attention and while he may be polarizing he is likely also gaining converts. Increasing the size of an audience to a show that constantly replays the unpopular actions of a president with declining poll numbers may not yield the results that such smug criticism of Rush anticipated.

Since it is still early in the game, Rush may be expanding the opposition in advance of another Republican leader who can galvanize the GOP well beyond the ditto heads.

The attacks on Rush may be easier than trying to explain why promoting broader unionization, creating huge deficits, increasing taxes, creating a new energy bureaucracy, a new health care bureaucracy, reducing charitable deductions, reducing home mortgage exemptions, allowing mortgage cramdowns, and bailing out irresponsible businesses and homeowners are good and responsible ideas.

After the litany of Bush blaming for the financial crisis has tired itself, one must explain why these approaches are a reasonable solution.

One also has to explain why the Treasury Department which should be the epicenter of the solution is still so understaffed while we address the questionable problems of global warming, the need for more unionization, and a need for universal college education.

Borrowing the voters’ interest by attacking Rush may give some sense of smug satisfaction but it is no substitute for generating rational support for your own policies.

Rush may be the General Patton who quickly punches through to the front, but there are many more that will cement his victory as they bring up the rear. There is much more to the opposition than your immediate target.

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