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Obama’s gay marriage email pitch

After President Obama announced his support for same-sex marriage, his reelection campaign sent out two fund-raising emails — with two totally different copywriting strategies. Take a look at the messages below.

The first was a long-copy letter from the president. It’s an informative message with a soft sell; it doesn’t actually ask for donations until the postscript.

Barack Obama fund raising email about gay marriage: Today, I was asked a direct question and gave a direct answer: I believe that same-sex couples should be allowed to marry.

The second email is just two short sentences. It doesn’t even mention marriage at all!

I am just so happy. If you're proud of our president, this is a great time to make a donation to the campaign: https://donate.barackobama.com/This-Is-Why - Rufus Gifford, National Finance Director, Obama for America

That’s the whole pitch: Happiness! There are some reasons to feel cynical about Obama’s declaration of support — he’s leaving the hard work of actually implementing marriage equality to the states, and his announcement seems calculated for maximum political gain.

Yet there’s still that happiness. That’s the word. That’s how it feels to have a president who has given the matter of same-sex relationships some actual thought, and can speak about it with intelligence and nuance.

I would love to know which one of these emails raised more money!

— By Daryl Lang. Filed under Marketing, Politics

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