How a conservative PAC is using different messaging to support Ted Budd

Americans for Prosperity Action targets base with one message, while swing voters get a significantly different one

I live in something of a house divided. I’m a registered Republican, and solidly conservative. My wife, on the other hand, is unaffiliated. That means our mailbox gets awfully full this time of year, as Election Day draws near.

In fact, we received two mailers from American for Prosperity Action supporting Rep. Ted Budd in his race for the U.S. Senate over the weekend, landing at the exact same time. One was addressed to her, the other to me. Together, they present a fascinating glimpse into the messaging the political class believes will best resonate with the base, versus swing voters. It also shows how mailers with similar images and topics can be designed for different goals.

First, the mailer addressed to her.