Eight Ways Obama Can Sell His Economic Policies

Saturday, April 3rd, 2010 No Commented

With a landmark health-care reform bill assuring him his place in the pantheon of presidents who delivered transformational change, President can now turn his attention to the economy. Today’s job numbers offer hope that the economy may have turned a corner and begun adding jobs, though not nearly enough to compensate for the 8 million that have been lost, and unemployment at 9.7 percent is still stubbornly high.

The political challenge for , now that he’s about to make the long-awaited pivot to the task of creating jobs and putting Americans back to work, is finding the balance between taking credit for policies he believes are working when most people aren’t yet feeling the benefits. Democratic strategist James Carville says it’s the hardest thing to do in all of political communications, and if you don’t get it right, the voters will exact their revenge.



The first President Bush campaigned for reelection in 1992 on a claim of recovery, and was ridiculed when he visited a mall in Maryland and bought four pairs of sweat socks to show he was doing his part to spur consumer spending. Bush looked out of touch, and Bill Clinton won the election with the campaign’s internal slogan “It’s the economy, stupid.” Two years later, Democrats lost both houses of Congress even though the economy was humming and unemployment had gone from 7.8 percent to 5.7 percent.

Clinton barnstormed the country talking about his successes, but the voters didn’t want to hear it, recalls pollster Stan Greenberg. White, blue-collar voters, particularly males, often take a big hit when there’s a recession, and when the elites say things are getting better, these voters get angry. They were the among the last to benefit from the prosperity that became synonymous with the Clinton years, the last to cross the bridge to the future that Clinton touted in his second Inaugural Address.


The two Clinton-era sidekicks, Carville and Greenberg, shared the results of a Democracy Corps poll on voter attitudes about and the economy at a breakfast Wednesday with reporters in Washington. The numbers are “grim” and selling health-care reform will be a “hard slog.” Pessimism has jumped, particularly among new voters who supported , unmarried women, and people under 30, who are economically worse off.

When in his State of the Union address talked about how his policies had brought the economy back from the brink of depression, the dial tests in Greenberg’s focus group “went through the floor. People hated it. They thought it was arrogant and he wasn’t in touch with their experience,” said Greenberg. Health-care reform, touted as a major legislative achievement, elicited ho-hums in a focus group. Voters are open to it, but can’t understand why the administration has been absent during the jobs crisis.

Of course, even if the administration focuses exclusively on jobs, “who’s to say that’s going to create jobs?” Carville interjected, pointing out with his Cajun common sense that advising the White House to concentrate on jobs is telling them something they already know. But there are can talk about an improving economy that won’t anger voters who are still hurting:

• Talk up the tax cuts in the stimulus package. They’re ongoing, and account for a third of the $767 billion recovery plan. Who knew?

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